Every Critical Deal engagement operates under NDA. The cases below are real, with client details adjusted to protect identity. Fuller versions available under mutual NDA.
A sample of recent work spanning M&A diligence, go-to-market research and programmatic win–loss.
Mid-market PE fund evaluating a £140m acquisition. Tested customer retention thesis (held), category growth thesis (held with downside scenario), and team-execution thesis (broke). Verdict drove a structured earn-out and management restructure.
Read → Launch, Industrial, £45k engagementEuropean industrial group launching a decarbonisation platform. Tested the offer, the buyer (specifier vs operator), the channel and the price. Research surfaced the platform was solving the wrong specifier problem. Launch repositioned; close rate exceeded plan in year one.
Read → Win–loss, B2B SaaS, programmaticSeries-D B2B SaaS, quarterly win–loss programme. Surfaced a layer-4 truth that almost no internal interview had reached: buyers were not losing to the named competitor, they were losing to internal procurement freezes. Sales motion redesigned; close rate moved 9 points over three quarters.
Read →The point of a case study is not to demonstrate scale or volume. The point is to demonstrate that the decision actually got settled, that the verdict held up, that the conditions surfaced, and that the client did something they would not otherwise have done.
Each of the three above did all three. We're happy to share the longer versions under mutual NDA.
The point isn't the size of the engagement. The point is whether the decision got settled.
Every Critical Deal engagement operates under NDA by default. We anonymise client identities unless the client has explicitly approved attribution. The cases below are real engagements with details adjusted to protect client identity.
Yes, for serious procurement discussions, we share unredacted case studies and reference contacts under mutual NDA. Get in touch via the contact page to start the conversation.
Yes. Decision Briefs from £8,500; standard engagements £25k–£85k; multi-market and M&A engagements £85k+. The cases below span that range.
Yes, we share sample anonymised deliverables on request. Email us via the contact form and we'll send the appropriate example for the kind of decision you're working on.