Strategic clarity = Commercial growth
Unlocking growth for
established B2B businesses
We help established B2B businesses unlock their potential, break through revenue plateaus, and deliver the commercial outcomes needed for their next stage of growth or exit plans.
We bring strategic clarity to the commercial side of marketing so leadership teams can make better decisions, focus effort, and create repeatable growth.
Put simply, we help businesses understand where they are, what's holding them back, and what needs to change.
So marketing becomes a driver of growth, not just activity.
Who we work with
Business profile
- Established B2B organisations.
- £5m–£50m revenue.
- Operating in complex or consultative markets.
- High-value offers, longer sales cycles, multiple audiences or propositions.
- An existing marketing function in place.
- A reliance on sales-led growth.
- Navigating scaling, expansion, exit or other significant organisational change.
Buyer profile
- CEO/Founder
- Managing Director
- Commercial Director
- Marketing Director
- A growth-focused leadership team, typically commercially minded and accountable for performance.
Examples of key drivers
- Desire for more predictable growth.
- Reduced reliance on founder or sales-led selling.
- Clearer positioning, stronger pipeline contribution from marketing.
- Better sales and marketing alignment.
- A need for focus and direction rather than increased activity.
What we do
Marketing & Go-to-market strategy
Practical, commercially grounded plans that align teams, set priorities and turn ideas into action. You get clarity, structure and a GTM plan the business can deliver effectively.
Positioning & brand development
We help you tell the right story about your business in a way that's clear, relevant and commercially strong. It strengthens your narrative and the impact it has in the market.
Commercial & sales alignment
Creating alignment around shared goals, clear messaging and a single commercial plan, for less friction and a joined-up approach that drives stronger pipeline growth.
Ongoing advisory support
Senior guidance that ensures marketing continues to support sustainable growth. We help leadership stay focused, aligned and confident that strategy is being implemented in a way that supports long-term performance.
Three ways we work with clients
Assessment & analysis
We help clients understand the real impact their sales and marketing activity is having on pipeline, revenue, leads, brand recognition, customer experience, buying behaviour and more. Our approach is always shaped around the client's specific situation and objectives.
Planning & roadmaps
We work with leadership and marketing teams to turn knowledge into action, supporting commercial objectives. Our planning and roadmap work results in a clear and practical path forward, providing direction on where to focus, how to organise effort and what needs to happen next to support sustainable growth.
Advisory & ongoing support
We provide senior advisory and strategic support to help businesses and their leadership teams navigate the realities of execution once direction has been set. Our role is to offer an experienced perspective that helps teams respond thoughtfully rather than reactively.
Our methodology
Alongside this core structure, we apply a range of strategic models and commercial frameworks as appropriate. These help us analyse challenges, prioritise opportunity, shape practical direction, and support informed decision-making.
Alex Stone, Managing Partner
Alex is an award-winning B2B marketing leader and Chartered Marketer, and a Fellow of the Chartered Institute of Marketing (FCIM), with over 20 years’ experience leading marketing within technology, SaaS and specialist B2B organisations.
Her background includes senior leadership roles such as Group Marketing Director at Content+Cloud (now Advania UK) and Global Head of Marketing at IDBS, and Fractional CMO at WEL Medical, where she worked directly with executive teams to align marketing with commercial growth, improve pipeline performance and support organisational change including brand transformation and acquisition readiness.
She has led global marketing teams, managed multi-million-pound budgets and delivered measurable growth outcomes, including increased customer acquisition, improved conversion performance and award-winning customer experience initiatives.
Alex now works closely with CEOs, Managing Directors and commercial leaders to bring strategic clarity to the role marketing plays in supporting growth, positioning and long-term business performance.
Diane Sullivan-Kaplan, Managing Partner
Diane is a senior marketing and brand leader with experience spanning both B2B and consumer-led environments, including the fashion and lifestyle sectors.
Her background combines strategic marketing, brand development and customer experience, bringing a strong understanding of how organisations connect with their audiences and evolve their market presence over time.
She has worked with leadership teams to support repositioning, new propositions and changing commercial priorities.
Diane holds a Mini MBA in Marketing from Marketing Week, and her experience across brand-driven and commercially-focused environments complements Cornerstone’s broader strategic work, helping clients balance clarity of positioning with relevance to the people they serve.
Ready to start a conversation?
Get in touch
Cornerstone Marketing
(0)207 118 1195
Cornerstone