Enterprise Revenue Growth Leadership Playbook

A practitioner playbook for commercial leaders, free to keep.

I wrote this to bring together what I've learned leading commercial teams across enterprise software, SaaS, managed cloud and infrastructure businesses — nine connected disciplines, from market focus through implementation, with the templates I actually use.

No email address, no payment, no follow-up sequence. Download it, use it, and if it's useful, that's the whole point.

↓ Download the playbook (PDF)

59 pages · PDF · no sign-up

What's inside

Nine connected disciplines, one commercial and customer system.

01Market focusContext before pipeline

02Leadership alignmentShared plan, reward and intervention

03Customer valueLand, expand and retain

04People and assetsCapability, enablement and promise

05Deal executionQualify, decide and mobilise

06AI for commercial performanceUseful automation with clear controls

07Forecast and inspectionAn operating rhythm grounded in evidence

08Metrics and economicsScorecards, acquisition cost and payback

09Implementation30–60–90 and continuing governance

Jonathan McCulloch

I've spent the past 11 years in senior commercial leadership, leading teams of up to 18 people across businesses generating roughly £40 million to £90 million in annual revenue, including private equity ownership and acquisition integration. My background spans enterprise software, SaaS, managed cloud, data centres, critical infrastructure and data services, working with customers from smaller businesses to Fortune 500 organisations.