Growth
Prove commercial traction.
Talk to AnnaMurros Commercial Architecture™
Senior commercial judgement.
One practical method.
Murros Commercial Architecture™ codifies 20+ years of practical commercial experience into one connected method—helping your company make clearer commercial choices and turn strategy into results.
Walk through the methodWhat Commercial Architecture means
Connect the choices that turn strategy into results.
Murros Commercial Architecture™ is a practical method for commercial decision-making, development and execution.
It helps B2B companies decide where to grow, who to serve, what to sell, why customers should buy, and how to take it to market profitably and repeatably.
Market evidence guides what to scale, change or stop.
Common commercial transitions — not a rigid maturity model
Transition pointProfitability
Make growth economically sound.
Transition pointRepeatability
Reduce bespoke work and heroics.
Transition pointScale & Expand
Scale what works. Adapt to new markets.
At each transition point, revisit only what must change for the next result.
Murros Commercial Architecture™
The connected commercial model
Commercial focusICP & buying logicOffering development & positioningSales narrativeActivation & funnel logicLeadership cadence
You build a working commercial model — then scale and expand it.
The method in practice
From your business situation to decisions and action.
Work on the choices your situation requires. Use the relevant modules independently or together.
Bring your business situation
Start with the business ambition and the strategy, customer, offering and performance evidence already available.
Work through the choices
Use structured questions to compare options, make the required commercial choices and identify assumptions to test.
Produce usable outputs
Create the relevant decision brief, customer focus, positioning, offer or GTM plan—with a clear basis for the choices.
Apply, test and improve
Turn decisions into named actions, responsibilities and measures. Use market evidence to decide what to continue, change or stop.
AI guidance supports the analysis, questions and development of outputs within the method. Your leadership team remains responsible for the decisions.
Walk through the methodWhat do I mean by Commercial Architecture?
Your business can outgrow the commercial model that got you here.
Murros helps B2B companies identify what is preventing growth and align commercial direction, offering, positioning and GTM execution around what must change next.
How Murros helps
Start with what needs to change.
The three parts can be used separately or together, depending on the company’s situation and the work already completed.
01
Commercial Direction
Assess the ambition, commercial reality and growth options. Decide what to prioritise, change or stop—and why.
Explore02Offering & Positioning
Clarify the market position and build the value, differentiation, offering and narrative needed to make it real.
Explore03GTM Strategy & Activation
Turn the chosen direction into coordinated market execution and build evidence with real buyers.
ExploreWhat stays with your company
Clear outputs.
The method, when you licence it.
Apply It with Anna
Your company receives the agreed client-specific outputs. Anna uses the method to lead the work; the methodology licence and reusable toolkit are not included.
Learn It
Your team receives the licensed method, AI guidance, editable tools and templates for continued internal use within the agreed licence scope.
Anna + Method
Combine Anna’s work with the licensed method and reusable tools. The scope and pricing are agreed separately.
A useful first conversation
What does your business need to change next?
A short conversation is enough to see whether there is a useful starting point.
anna.hiltunen@murrosadvisory.com