refrakt

Three pillars. Four programs.

Every client moves through all four, in the same order. What varies is depth, not sequence.

Clarity — every engagement starts here

Ground Truth

Who it's for

Every client. This program is never skipped.

The work

  • Rebuild the value proposition against evidence, not aspiration
  • Define and prioritise the ideal customer profile, or ICP (the type of business you're genuinely best suited to work with), and the segments underneath it
  • Map how buyers actually decide, and who's in the room when they do
  • Test the positioning against market reality, not internal assumption
  • Find where the story diverges between founder, sales and marketing

What you walk away with

A written blueprint you own, and could defend to a board.

Where AI fits

Agentic research and synthesis works through internal conversations, with the founder and the sales team, on why past customers actually bought and what was happening in the market at the time. That turns into a clearer picture of what to look for in finding the next one.

Momentum

First Contact

Who it's for

Clients with a defined buyer but no repeatable way of reaching them.

The work

  • Build target account lists that follow from the ICP, not from convenience
  • Decide the data strategy: sources, enrichment, contact mapping
  • Design outreach across the channels where buyers actually are, chosen deliberately
  • Build messaging and campaign themes that can run more than once
  • Build the feedback loop that shows which channels and messages actually work

What you walk away with

A working demand engine, and the logic behind every choice in it. You're taught the filters and tools to build your own target lists, not handed a purchased one.

Where AI fits

Agentic research builds and enriches account lists and supports outreach at a scale manual prospecting can't match.

Momentum

Second Nature

Who it's for

Clients converting inconsistently, or only when the founder's in the room.

The work

  • Define the sales process stage by stage, and build in genuine adherence
  • Structure the pipeline so it describes reality
  • Introduce real qualification: what a good deal actually looks like here
  • Build the conversion playbooks for discovery, proposal and objection
  • Establish a next step and a named owner on every active deal

What you walk away with

A sales process a new hire could run in month one.

Where AI fits

Agentic support sharpens research and meeting prep ahead of key sales conversations.

Control

Ground Control

Who it's for

Clients with activity they can't yet see, measure or forecast.

The work

  • Configure the CRM as the single source of truth, not a filing cabinet
  • Rationalise the stack: fewer tools, deliberately chosen, actually used
  • Build reporting that shows pipeline health, visible to the whole team
  • Define leading indicators, not just lagging revenue after the fact
  • Establish a forecasting and review cadence that holds

What you walk away with

Visibility you could take to a board, and the discipline to keep it true.

Where AI fits

Agentic support turns raw pipeline data into reporting and early signal faster than manual review allows.

Every client touches all four, in the same order. How fast you move through each one depends on how mature your commercial engine already is there.

Find out where the guessing is happening