Commercial Strategy & Marketing

The commercial edge for companies that compete on what they build.

Townsend Franklin embeds directly with management teams to build the commercial engine — strategy, sales infrastructure, and marketing execution — that converts strong engineering into measurable market performance.

What we build Get in touch
How We Work
Model
Embedded operator
Scope
Project or retainer
Structure
Phased or interim

Engagements are structured to move fast, integrate with existing teams, and leave a foundation the business can sustain.

What We Build
Commercial Strategy
  • Go-to-market design and execution
  • Messaging and positioning architecture
  • ICP, buyer personas, and demand strategy
  • Pricing and contract framework
  • Vertical and new market entry
Full capability →
Sales Excellence
  • Sales process design and playbooks
  • Pipeline conversion and follow-up methodology
  • CRM strategy and pipeline capability
  • Rep and sales team training
  • Dealer and distributor enablement
Full capability →
Marketing & Digital
  • Brand activation and consolidation
  • Lead generation and closed-loop ROI measurement
  • eCommerce strategy, build, and revenue optimization
  • Website strategy, direction, and execution
  • Content, campaigns, and product launch
Full capability →
Who We Work With

Management teams at industrial companies navigating commercial transformation, post-acquisition integration, or market expansion. Our clients have strong products and a commercial function that has not kept pace — whether the gap is in strategy, sales process, or market presence.

Post-Acquisition Brand Consolidation Sales Process Design Pipeline Conversion Industrial B2B New Market Entry eCommerce Build-Out
How Engagements Are Structured
  • Phased project Defined scope across 3 to 6 month sprints with clear deliverables and fixed fees.
  • Interim commercial leadership Embedded fractional CCO or VP Commercial capacity for teams in transition.
  • Sales process and playbooks Sales methodology, pipeline conversion frameworks, and rep enablement tailored to how industrial buyers buy.
  • On-demand advisory Retained access for deal support, diligence, or fast-turn commercial projects.

Ready to build a commercial function that performs?

Tell us what you are working on. Most engagements start with a focused conversation about where the commercial gaps are and what would move the needle fastest.

Start a conversation