Proof before promise

Proof that stands up to scrutiny.

The context, scope, change and current status of the proof.

Tyk

A scaling API software business needed marketing to grow from a small team into a function the board could rely on.

Scope: The marketing organisation, the marketing P&L, and the hiring briefs and scorecards.
Change: Team 10 to 20; £6m+ marketing P&L; £7m+ inbound pipeline; 20%+ quarterly MQL-to-SQL growth against an annual-average baseline.

Two businesses about to commit budget to outside partners without a settled brief.

Scope: At EREA the full agency selection — brief, criteria, evaluation, decision; at cleverbridge the martech selection and the account-based programme built from nothing.
Change: Each appointed against a written brief and stated criteria rather than a pitch impression. No performance metric is claimed.

Leads arriving, too few converting, conversion too slow.

Scope: The go-to-market build and operating rhythm — a seven-person cross-functional team over 13 weeks, operational within three.
Change: One qualification standard, one hand-off, one weekly review.

Demand generation across 19 countries.

Context: Named cross-border commercial experience. No outcome metric is claimed here.

Revenue marketing centre across 10+ countries.

Context: Named cross-border commercial experience. No outcome metric is claimed here.

“Phil operates at the intersection of creativity and data; an experienced marketer, accomplished operations expert and senior leader.”

James HirstCo-founder, Tyk

Start with the context in front of the business.