Listed industrial group · £1.4bn revenue
A strategy the organisation had quietly declined to implement
Situation
The board had approved a shift toward service revenue eighteen months earlier. Service revenue had moved from 11% to 12%. Nobody had refused; the sales incentive plan simply paid on equipment volume, and every rational salesperson responded accordingly.
Intervention
The review found four structures pulling against the strategy — compensation, the pipeline definition, the divisional P&L boundary, and the composition of the executive meeting itself. We rebuilt the incentive plan, moved service into its own P&L with a named owner, and changed what the executive team reviewed first each month.
Outcome
Service revenue reached 27% within two years with essentially the same sales organisation. Group gross margin rose six points as mix shifted toward recurring work.
Service revenue
12%27%
Group gross margin
31.4%37.5%
Structural blockers
40
“Elena is the only advisor we have engaged who told the board it was the board’s problem.”Chair