25 years building revenue engines — not slide decks.
Phil Ruttens — your only point of contact
The five cylinders aren't a framework I read in a book — they're the pattern under every B2B revenue system I've built in 25 years, from enterprise scale at Deutsche Telekom to 40-person industrial firms that had never run structured marketing before. After roughly 20 engines, the same five things separated the companies where growth compounded from the ones where it stalled the moment the founder looked away. That pattern became this methodology.
Cylinder 01
Target
ICP + positioning — define who you win with and why they choose you.
The first cylinder is precision: a rigorously defined ICP and a positioning statement that explains why you, over every alternative. We mine your best-client data, map the trigger events that make someone ready to buy, and build the single message that lands at every touchpoint. When Target is sharp, everything downstream converts faster and cheaper — when it's blurry, no execution budget fixes it.
A one-page ICP document your whole team refers to, not a 40-slide deck nobody reads.
A positioning statement that explains why you — not a generic value prop your competitors could copy.
Trigger-event map: the moments that make a buyer ready to move, so you stop targeting on firmographics alone.
Cylinder 02
Attract
Content, campaigns, and AI-visibility — demand that compounds without your daily intervention.
The second cylinder turns visibility into a system that runs without your daily intervention: a content engine, campaign calendar, and AI-visibility layer that keep your brand in front of the right buyers whether you post that week or not. Content designed to compound, not expire — campaigns timed to when buyers are ready to move, plus presence in the AI-generated answers prospects read before they reach your website. Attract generates inbound momentum, so you're not starting from zero every quarter.
"Omni-channel ABX, revenue marketing keystones, ICP GTM, or LLMO — Phil orchestrates teams and resources like a top-performing symphony."
Tanya Deputatova · reported to Phil
A 90-day content calendar that runs on 2 hours per week of your team's time — not a full-time content hire.
Campaign structure tied to buyer triggers, not to quarterly budget cycles or vanity impressions.
AI-visibility layer: presence in the answers ChatGPT, Claude, and Perplexity give your prospects before they Google you.
Cylinder 03
Convert
A repeatable pipeline and sales motion — that isn't you in every deal.
The third cylinder removes you from the centre of every deal. We document the full sales motion — qualification, talk tracks, objection handling, proposal templates, the marketing-to-close handoff — so your team runs it consistently without your direct involvement. Pipeline stops stalling when you're unavailable, and conversion improves because the process is repeatable, not dependent on who's making the call that week. This is where the engine stops being founder-led and starts being team-owned.
"Like taking a little box of hurricane and unleashing it on the business problem — he helped the organisation massively improve its net-new outbound communications framework."
Lennard Hulsbos · Founder, jörð.tech
Full sales playbook: qualification, discovery, proposal, objection handling, and close — documented and tested.
Marketing-to-sales handoff protocol so pipeline doesn't stall at the seam between teams.
Conversion rate baseline + first 30-day improvement target, measured and owned by the team.
Cylinder 04
Measure
RevOps + clean CAC/LTV + dashboards your leadership team actually uses.
The fourth cylinder gives you a cockpit: RevOps infrastructure with clean data, attribution, and three core metrics — CAC by channel, LTV by segment, pipeline velocity. Not a 47-tab spreadsheet nobody reads; a tight reporting layer leadership can interrogate in fifteen minutes a week. When Measure works, you stop debating what's working and start steering — the growth story becomes provable, to your board, your investors, and yourself.
Three core metrics installed: CAC by channel, LTV by segment, pipeline velocity — nothing more until these are clean.
Weekly leadership dashboard: 15 minutes to full commercial picture, no analyst required.
Attribution model that tells you which channels earn their budget — so you stop guessing and start steering.
Cylinder 05
Handover
Playbooks, training, and team capability — so the engine runs and improves without me.
The fifth cylinder is the one most consultants never build: documented playbooks, training, and capability handover that let your team run — and improve — the engine without my involvement. When it works, the other four cylinders compound on their own, your team owns the system, and I make myself unnecessary. Independence is the product.
Full playbook library: one document per cylinder, written for the person who will own it — not for me.
Team training programme: the skills, habits, and metrics your team needs to run this without external support.
Exit protocol: a structured 30-day wind-down so handover is a milestone, not a cliff edge.
Phil Ruttens · RUTTENS+
Fractional CMO · 20+ years B2B GTM
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