Odinnu — Field Manual
Built for founder led B2B businesses that have outgrown their sales function
Odinnu works with founder led B2B companies turning over £2 million to £20 million, still running through the founder instead of through the business itself.
01 — Shape
The shape of
businesses we work with
- Odinnu works with founder led and MD led B2B companies.
- Turnover somewhere between £2 million and £20 million a year.
- These are not businesses in trouble.
- Revenue is healthy. The team is capable. The business works.
- What has not kept pace is the commercial structure underneath it.
01 — Shape
The shape of
businesses we work with
- Odinnu works with founder led and MD led B2B companies.
- Turnover somewhere between £2 million and £20 million a year.
- These are not businesses in trouble.
- Revenue is healthy. The team is capable. The business works.
- What has not kept pace is the commercial structure underneath it.
The Odinnu Model
That gap shows up in a specific way. The business was built around the founder's instincts, relationships and personal effort.
£0.5m
That works at half a million pounds in revenue.
£3m
It starts to strain at three million.
£8–10m
By eight or ten million, it is not strain anymore. It has become the ceiling.
- Founder led
- £2m–£20m
- B2B
- Owner run
- Commercial control
02 — At this stage
A few things tend to be true at this stage
01
Commercially capable already.
This is not about teaching people to sell.
02
Operationally
stretched.
Growth has outpaced the structure
supporting it.
03
Still dependent on the owner.
for sales to actually function.
03 — The ledger
Two columns. One honest read.
Likely a fit
You are likely a fit if
- Your revenue sits somewhere between £2 million and £20 million
- You sell to other businesses, not directly to consumers
- You, or another senior person, are still personally closing deals, or unblocking stalled ones
- The sales team performs differently depending on whether you are in the room
- You have grown well past the systems the business was originally set up to run on
- You are frustrated that the sales function should work better but isn't delivering at the rate you expect
- If two or more of those sound familiar, sales is currently running through you rather than through the business.
- Read next: How It Worksto see how the fix actually runs, month by month.
Verso — Probably not
Odinnu is probably not the right fit if
- You are pre revenue, or still working out whether the product has a market at all
- You sell to consumers rather than businesses, or run a transactional retail model
- You want someone to simply take sales calls off your plate
- You are not yet ready to change how the business operates, only who is doing the phoning
- None of that is a criticism. It is a mismatch.
- We would rather say so on a thirty minute call than six months into an engagement.
- Not sure yet either way? Take the Business Diagnostic Tool before you get in touch.
04 — Missed
Why this pattern gets missed for so long
Founder dependency rarely looks like a crisis while it is happening.
- It looks like a busy founder in a busy business.
- Which is exactly what most people expect success to look like.
- Revenue keeps climbing. The team gets bigger. On paper, everything is moving the right way.
- What does not show up on paper is the exhaustion of being the one piece nothing else can function without.
Already thinking about solving this by hiring someone senior? Read Before You Hire a Sales Director first.
05 — The question
A fair question to ask before
you go any further
Can the sales function run on its own without
you whilst you are on holiday for two weeks?
Not a quiet two week. A normal one, with real deals in play and real decisions to be made.
If yes
You likely do not need Odinnu right now. We would tell you that directly.
If no
It is worth thirty minutes to find out what would need to change.
06 — Begin
What changes once
you
get started
The first 4-6 weeks are all about clarity. We run a focused diagnostic to understand what's working, what's not, and where the opportunities really are.
THE DIAGNOSTIC PERIOD (4-6 WEEKS)
01
1. DISCOVER
Understand the whole picture.
- Deep dive into your business, market, customers and performance
- Review of data, systems, processes and reporting
- Stakeholder interviews across the business
02
2. DIAGNOSE
Identify what’s driving results.
- Evaluate strengths, weaknesses and constraints
- Pinpoint root causes behind underperformance
- Quantify the opportunity and prioritise what matters most
03
3. PRIORITISE
Focus on the right levers.
- Define the key opportunities with the greatest impact
- Align on objectives, success measures and constraints
- Build a clear, phased roadmap for change
04
4. PLAN
Design the path forward.
- Agree the plan, timeline and resource requirements
- Set up governance, tracking and communication
- Prepare for rapid execution in the next phase
By the end of the diagnostic, you’ll have clarity on what to fix, what to focus on and the fastest path to measurable results.
07 — Partners
Our Trusted Partners
We collaborate with trusted specialists, advisors and
firms to deliver complete, execution ready outcomes.
Where a client needs capability beyond the operating core, we
draw on a trusted network of specialist partners. Each one is
selected because they work the way we do.
01
Pillar
Protected Value
We work with partners who share our
commitment to protecting and enhancing
SME value.
02
Pillar
Growth Optionality
Our network provides the specialised
expertise needed to unlock new growth
avenues.
03
Pillar
Trusted Network
Every partner is vetted for experience
earned inside real businesses, not just
advisory experience.
08 — Strategic
Our Strategic Partners
Where our clients need capabilities beyond the
operating core, we draw on this network directly.
Augmented Instincts
Cuts through the noise, bringing practical AI enabled insight to the real operating challenges of owner managed businesses, improving data and technology from within.
01 / 05
Rixxo
Building a B2B online sales channel that handles the real complexity of trade selling is harder than most expect. Rixxo has spent over a decade solving exactly that problem.
02 / 05
Make Strides
Develops the habits, judgement and confidence that make performance stick, through practical programmes and leadership development.
03 / 05
MMehr
Provides the commercial and operational expertise to enter and scale in Germany. They work from initial market assessment through to live commercial partnerships.
04 / 05
Enchant
Brings together CRM strategy, email marketing automation, data science and lifecycle marketing under one roof. Making customer retention measurable and built to scale.
05 / 05
09— Partner with us
Become a Partner
If you think you can add value and support small and medium-sized businesses (SMEs),
we'd love to hear from you.
A direct, professional conversation. Not a sales call.
10 — Contact
Get In Touch
Prefer to just send us the details rather than book straight in? Fill in the form below and Richard will come back to you directly.
- Or reach us directly
