You have a strategy.
You need a Throughline.
The segments that don’t compound are where your Throughline is drifting.
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 the Throughline drifts, 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 FramE
Four versions of every company
Every B2B company tells its commercial story on four surfaces. They are almost always drifting.
01
The Brand Version
What the website, the deck, and the founder's LinkedIn say the company is. Aspirational by design.
02
The Marketing Version
What the website, digital advertisements, campaigns and content actually promote.
03
The Sales Version
What sellers say on calls. Shaped by what closes, which isn't always what the brand claims.
04
The Pipeline Version
What the market is actually returning. The scoreboard the company can't argue with.
“ The Diagnostic maps them. The Build installs them. The Partnership defends them.”
The Architecture
Three core offers. One commercial Throughline.
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.
Monthly Retainer
6 month minimum · Renews quarterly
Add-on
The Throughline Target™
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.
Macy Maggert · Founder & principal
About the firm
Built for the work that actually moves pipeline.
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.
“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 during the months that test it.
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.
START THE CONVERSATION
If the pipeline isn't behaving the way the effort would suggest,
that's usually where to start the conversation.
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