Find what's actually holding your business back.

Every department can be doing its job well, and the business still underperforms.

Marketing optimises for leads. Sales optimises for conversion. Operations optimises for delivery. Leadership wants profitable growth.

Every one of those can be working exactly as intended, and the business can still underperform, because no one is responsible for how they fit together. Not conflict. Just nobody watching the whole system.

You don't have a lead problem. You have a commercial system you haven't diagnosed yet.

When growth stalls, the instinct is to buy more of whatever sits at the top of the funnel. Sometimes that's the right call. Often it just makes the real problem more expensive, because the constraint sits somewhere the extra volume never reaches.

Most of these look like marketing problems from the outside. Very few of them are fixed by more marketing. That's why Halo diagnoses before it prescribes: so the next round of growth investment goes to the constraint, not the symptom.

Halo is for businesses asking questions like:

• "We're generating leads, but they're not converting."
• "We're spending more on marketing, but growth isn't following."
• "Our sales and marketing teams aren't aligned."
• "We don't know where the commercial bottleneck actually is."
• "We're about to invest heavily. We want to know what to fix first."
• "We've been investing in growth for a while now, and the results haven't matched the spend."

If those questions sound familiar, start with the Diagnostic →

Most businesses get monthly marketing reports. Very few get evidence-backed commercial recommendations telling them what to do next.

That's the gap Halo exists to close. Halo is a Commercial Growth Consultancy: a commercial operating partner, not a vendor. Where a vendor sees a campaign, Halo sees a customer journey; where a vendor sees a department, Halo sees one commercial system that either works together or quietly doesn't.

The work isn't to run your marketing. It's to tell you, with evidence, what's actually happening in your business, and what to do about it.

Built from experience, not a template.

Fabien Alexander has worked across the parts of a business that most companies manage separately: enterprise sales, advertising technology, travel, partnerships and running his own agency. That breadth changes how Halo diagnoses growth problems, because the constraint is rarely sitting neatly inside one department.

Different environments. The same recurring lesson: the problem you're asked to fix isn't always the constraint actually limiting the business.

That pattern is why Halo starts every engagement with diagnosis, not a proposal. The full story →

Diagnosis is faster when you've seen the pattern before.

Built through hands-on commercial growth work.

Fabien's experience spans healthcare, technology, financial services, professional services, consumer businesses and multi-location services, with hands-on work across acquisition, conversion, CRM, tracking, creative and commercial strategy.

Much of that current work happens through his agency role and partner relationships, so the businesses involved are not Halo Strategic clients, and none of them are named here. What it provides isn't a logo wall. It's repetition. Across very different businesses, the same patterns keep turning up:

• The measurement was the problem, not the channel. Lead-ID capture, CRM integration or conversion tracking had to be fixed before any channel could be judged fairly at all.
• "More leads" became "better leads." Scaling volume didn't convert, and the real conversation turned to qualification.
• The channel changed because it was never the constraint. Pivots from one acquisition channel to another, not because the first failed outright, but because the limit sat somewhere else.
• Pricing logic was negotiated too late. Disagreements about how work should be priced surfaced only once a relationship matured, instead of being settled when the scope was set.
• Fast starts went quiet. Work onboarded quickly, without an agreed diagnosis behind it, often lost momentum within weeks.

The last one matters most. Speed to start is not the same as speed to results, and it's the clearest argument there is for diagnosing before committing. That's the experience every Commercial Diagnostic draws on. How these patterns typically present, sector by sector, is written up on Selected Engagements.

We don't:

• Prescribe more ads before understanding the constraint
• Sell technology because it's fashionable
• Equate more leads with more growth
• Recommend a redesign simply because the website looks dated
• Bury recommendations beneath an 80-page strategy deck
• Promise outcomes we can't evidence

We diagnose first.

Run a marketing agency? Bring Halo in before you pitch.

Halo diagnoses the commercial problem before any implementation is recommended, so your agency walks into the room with an evidence-backed brief instead of a cold pitch. See how Agency Partnerships works →

What Fabien has learned from working inside the commercial system, not just the marketing function.

45 pieces, each tested against a real engagement before publishing. Four to start with:

See all 45 Founder Perspective articles →