The segments that won't compound
are where your throughline is drifting.
When you win the customer you most wanted to win, but the segment doesn't compound around them — when the motion doesn't replicate, when the next ten accounts don't follow the first — the cause is rarely strategy. It's drift between the four versions of your commercial story. We map it, quantify it, and install the operating cadence that closes it.
See the three offers
Read the POV
The brand promises one thing. Marketing generates demand for another. Sales, under quota pressure, tells a third. The pipeline returns the sum of all three. When those four versions tell the same true story, growth compounds. When they drift, the cost shows up in pipeline.
"Most B2B companies don't have a strategy problem. They have a version problem — and they're paying for it in pipeline."
“ The Diagnostic maps them. The Build installs them. The Partnership defends them.”
What the website, the deck, and the founder's LinkedIn say the company is. Aspirational by design.
The Brand Version
01
What the website, digital advertisements, campaigns and content actually promote.
The Marketing Version
02
What sellers say on calls. Shaped by what closes, which isn't always what the brand claims.
The Sales Version
03
What the market is actually returning. The scoreboard the company can't argue with.
The Pipeline Version
04
The Diagnostic Frame
Four versions of every company
Every B2B company tells its commercial story on four surfaces. They are almost always drifting.
Add-on
The Throughline Target Map
A Build-only add-on. 100–150 target accounts matched to the Build-defined ICP, with firmographics, buying signals, ICP fit scoring, and decision-maker identification — execution-ready for the SDR team.
Three core offers. One add-on. One commercial Throughline.
The Architecture
Core Offer · Entry
The Throughline Diagnostic
Four to five working weeks.
One map. Not four opinions.
We interview your sales and marketing leadership, a handful of customers, and the pipeline itself. We return The Throughline Map — where the four versions of your commercial story are drifting — and The Drift Ledger, where each drift point is tied to its commercial cost. Not a strategy refresh. A diagnosis.
Fixed Fee
4–5 working weeks · 6–8 calendar weeks
Core Offer · Flagship
The Throughline Build
Twelve to fourteen working weeks.
Build and install the Throughline.
We install the commercial throughline at the operating level — The True Story, the positioning architecture, the sales motion, the segment strategy, and The Throughline Operating Model. Every Build closes with The Throughline Summit. The deliverable isn't a deck. It's a running commercial engine.
Fixed Fee
12–14 working weeks · 14–18 calendar weeks
Core Offer · Retainer
The Throughline Partnership
Senior strategic counsel at CCO altitude.
Not fractional leadership.
Once the throughline is installed, it erodes within a quarter without outside pressure. The Partnership is the cadence that defends it — one 90-minute monthly strategic session with the CCO, two 60-minute working sessions with individual leaders, and The Quarterly Throughline assessment every 90 days.
6 month minimum · Renews quarterly
Monthly Retainer
Macy Maggert · Founder & principal
The firm is deliberately small. One operator. Three offers. One add-on. Logistics and mid-market B2B as the beachhead. The scope line runs from first impression to qualified pipeline — everything downstream is someone else's practice, and we partner accordingly.
“I don't believe in slow for the sake of careful. I believe in fast for the sake of learning, and patient for the sake of the changes that actually require it.”
The firm exists because most growth advisory work doesn't do throughline work directly. Strategy consultants work two altitudes above it. Agencies work one altitude below it. Almost no one is mapping where the four versions of a commercial story are drifting, quantifying what each drift point is costing, and installing the operating cadence that holds the throughline duriing the months that test it.
Macy Maggert spent her career building and defending the throughlines of B2B commercial engines — the continuity between what a company promises, what marketing generates, what sales closes, and what the pipeline returns. Product marketing, revenue marketing, GTM strategy, sales enablement. Logistics, freight, transportation, and the complex B2B environments where commercial drift compounds fastest.
Built for the work that actually moves pipeline.
About the firm
If the pipeline isn't behaving the way the effort would suggest,
that's usually where to start the conversation.
START THE CONVERSATION
Or book a 30–minute call
Brief me at Macy@mmthroughlineadvisorory.com