You own an important growth decision
You are responsible for resolving a consequential question about the market, ICP, proposition, demand model or customer lifecycle—not simply generating more activity.
Growth advisory for B2B SaaS
Find the real constraint.
Set the right course.
When growth slows, the symptoms show up everywhere. The hard part is working out what’s causing the problem—and which decision will make the greatest difference.
01 / THE SITUATION
Busy teams.
Unclear direction.
Pipeline, conversion, retention, budgets and team priorities rarely fail in isolation.
We help leadership teams step back from tactical noise, understand the whole commercial picture and turn the right choice into a course the organisation can follow.
- 01 You are in a leadership meeting and revenue or pipeline is behind plan, but every team has a different explanation.
- 02 You have several plausible markets, ICPs or propositions in play, but no clear basis for choosing where to focus.
- 03 You are acquiring customers, but too few activate, stay or expand—so value is leaking after the sale.
- 04 You can see an opportunity in Australia, New Zealand or the wider APAC region, but you do not yet know which market, customer or route to entry to prioritise.
- 05 You need experienced marketing leadership now, but a permanent CMO is not yet the right hire.
02 / WHO WE WORK BEST WITH
Proven product.
A decision to make.
You’re a leader in a B2B SaaS business. You now need to make a firmer commercial choice and turn it into a course the organisation can follow.
You can sponsor the work
You are a founder, CEO, regional managing director or revenue leader who can bring the right people into the decision.
You can open the evidence
You can provide access to customer evidence, commercial data, sales reality and the people closest to the problem.
You are prepared to choose
You are willing to focus priorities, make conscious trade-offs and give the chosen course proper ownership.
03 / HOW WE HELP
Three ways to work together
Start with the smallest piece of work that can resolve the decision in front of you.
01
Five advisory days over two weeks
Growth Diagnostic
For teams that can see the symptoms but do not yet agree on the cause.
You leave with
A shared diagnosis, the decision that matters and a concise action brief.
€6,000 fixed
02
Twelve advisory days over four to six weeks
Growth Strategy Sprint
For a consequential commercial question that needs a clear, practical answer.
You leave with
A focused strategy, explicit choices and a 90-day plan.
€15,000 standard scope
03
Three-month initial term
Fractional Growth Leadership
For businesses that need experienced direction without hiring a permanent CMO.
You gain
Senior ownership of priorities, team, partners, budgets and reporting.
Specialist scope
- ICP & go-to-market
- APAC market entry
- Customer lifecycle & value
- Customer journey
- Behaviour change
- Challenger strategy
04 / APPROACH
Sounding. Bearing. Course.
Evidence before choice. Choice before activity.
-
01
Sounding
Uncover what’s really happening
We bring together leadership perspectives, customer evidence, commercial performance, sales insight and market context.
OutputA shared diagnosis of what is holding growth back.
-
02
Bearing
Where should we focus?
We make the choice: market, ICP, proposition, demand model, customer behaviour or route to market.
OutputA clear direction and conscious trade-offs.
-
03
Course
What happens next?
We turn the decision into priorities, owners, measures and a practical operating rhythm.
OutputA 90-day course the team can follow and adjust.
“Doing more is not the same as being more effective. A few important choices, followed through properly, will usually beat a long list of well-intentioned activity.”
05 / SELECTED EXPERIENCE
Strategy connected to revenue
Selected results from Stephen’s work across global B2B SaaS and technology businesses.
Podium
25,000+
Trials in the first three months
Generated through a launch combining digital acquisition, event partnerships, onboarding and lifecycle activity.
AWS Skill Builder
7% to >35%
Trial-to-paid conversion
Improved within three months through a targeted activation programme.
QuickBooks APAC
65% to 77%
90-day retention
Improved after regional onboarding was rebuilt around a clear activation KPI.
AWS Customer Value
+18%
Downstream revenue
Revenue-operations analysis linked significant training participation with higher revenue.
Relevant founder experience, not Depth & Direction client results or a promise of future performance.
06 / FOUNDER
Experienced judgement.
Without the theatre.
Stephen Dodd
Founder and Growth Advisor
A growth advisor with more than 20 years of experience across SaaS, technology, financial services and advertising.
Stephen’s career spans AWS, Intuit QuickBooks, technology startups and strategy roles at global advertising agencies such as M&C Saatchi, TBWA and R/GA. His work ranges from award-winning data strategy for Smart Car to building a global B2B SaaS demand engine across four regions and five continents.
He founded Depth & Direction after seeing how easily modern marketing teams become consumed by individual channels, targets and tactics. Calm and collaborative by nature, he helps leaders lift their heads, understand the whole commercial picture and concentrate on the few choices that will make the greatest difference.
View Stephen on LinkedIn07 / COMMON QUESTIONS
Before we
begin.
A few practical answers about choosing the right engagement and how the work fits into your business.
When should we use a Growth Diagnostic rather than a Strategy Sprint?
Use the Diagnostic when the symptoms are visible but the real constraint is still disputed. Begin with a Strategy Sprint when the commercial question is already clear and the business needs to resolve it, make explicit choices and leave with a 90-day plan.
What is the difference between a growth advisor and a fractional CMO?
A diagnostic or sprint is a focused, time-bound engagement around a specific decision. Fractional Growth Leadership is ongoing: Stephen works inside the business, owns senior marketing priorities and helps the organisation follow through.
Will Stephen work with our existing marketing and sales teams?
Yes. The strongest work brings leadership, marketing, sales, product and customer teams around the same commercial or customer problem. Stephen can also direct existing agencies and specialist partners where the course requires them.
What happens after the strategy is agreed?
The strategy is translated into a practical roadmap with priorities, owners, measures and decision points. Your team can carry that plan forward, or Fractional Growth Leadership can provide ongoing senior ownership of delivery.
Can Depth & Direction help us enter Australia or the wider APAC region?
Yes. The work can cover market selection, local buyer insight, the ICP and proposition, channels and partners, and a focused entry plan for Australia, New Zealand or the wider Asia-Pacific region.
08 / CONTACT
Start with the
growth question.
A 30-minute conversation is enough to understand the situation and decide whether Depth & Direction can help.
Book a 30-minute conversationPrefer LinkedIn? Send Stephen a message.