- One selected Commercial Direction methodology module
- Editable tools, AI prompts and evidence protocol
- 90-minute live handover
- 12-month licence
Talk to AnnaSenior commercial strategy & GTM offers
Commercial growth,
made actionable.
Murros helps B2B companies choose the right commercial problem to solve — then move from decision to a clearer proposition, market action and evidence.
Choose by business situation
What do you need to solve?
Start with the uncertainty that is currently slowing the business down.
01
Decide where to focus
Commercial Direction
You know you need growth, but the commercial direction is not clear enough.
Decide where to focus, which growth priority to pursue, what must be commercially true and what evidence should guide investment.
Where should we actually focus?Which market, segment or growth priority deserves investment?What should we validate before committing more resources?
Explore Commercial Direction 02Offering &
Make it buyable
Offering &
Positioning
You know broadly where you want to grow, but the offering is not clear, buyable or differentiated enough.
Turn strong capabilities into a clear, relevant and differentiated commercial proposition.
Who exactly should buy this?What commercial problem do we own?Why should the buyer choose us?
Explore Offering & Positioning 03
Activate and learn
GTM Activation
You know what to sell and where to focus, but need to turn it into coordinated market action and measurable pipeline learning.
Turn agreed commercial direction, offering and positioning into real market action, pipeline evidence and repeatability. This is the implementation track.
Activate→Learn & optimise→Build repeatability→Scale / change / stop
Implement It with AnnaFrom €25,000 + VAT
4–12 weeks
- Activation brief, priority ICP and target-account logic
- Sales narrative, qualification, objections and proof
- Demand motion, first market actions and pipeline model
- Evidence cadence, leadership rhythm and next 90-day plan
Powered by the Murros GTM Activation Operating System™
The implementation engine that connects commercial choices with coordinated market actions, pipeline learning, evidence cadence and leadership decisions.Final scope and investment depend on programme duration, activation intensity and the level of hands-on support required.
Primary outcomeA coordinated GTM motion with real market and pipeline evidence showing what deserves to scale, what needs to change and what should stop.
Explore GTM Activation04
Focused executive working session
GTM Strategy & Execution — Leadership Workshop
You need to align the team quickly around GTM thinking, commercial priorities and execution.
Create shared GTM understanding, challenge assumptions, sharpen commercial choices and establish clear next steps.
FormatFull-day facilitated working session
Investment€6,500 + VAT
Primary outcomeShared GTM understanding, sharper commercial choices and clear next steps for the team.
View Leadership WorkshopCompare the starting points
Four offers. Four distinct business situations.
OfferBest whenFormatTimelinePrice + VAT
Commercial DirectionDecide where to focusLearn / ApplySelf-paced / 3 weeksFrom €7,500 / €15,000
Offering & PositioningCreate a clearer, more buyable propositionLearn / ApplySelf-paced / 3 weeksFrom €7,500 / €15,000
GTM ActivationTurn decisions into market actionImplement4–12 weeksFrom €25,000
Leadership WorkshopBuild fast team alignment and GTM clarityLive working session1 day€6,500
One connected commercial decision system
How Murros Commercial Architecture™ fits together.
Murros Commercial Architecture™ connects growth ambition, commercial reality, market and buying evidence, commercial choices, revenue logic and evidence so leadership can decide what to focus on, what to test and what to scale, change or stop.
Why Murros
Senior commercial judgement from choices through execution.
Anna Hiltunen brings more than 20 years of international B2B technology, SaaS, IT services and commercial growth experience, including leadership roles at Tieto/Tietoevry, Elisa, Dynatrace and Vaisala.
Her value is the ability to connect:
Growth ambition→Market reality→Commercial choices→Execution→Evidence
Buyer Q&A
Direct answers before you choose.
Who is Murros for?
Murros is for B2B companies — particularly technology, SaaS, IT services and technology consulting businesses — that have strong capabilities, products or services but are finding it difficult to reach their growth, profitability or other commercial goals, or need to evolve their commercial model as the company’s targets, market or growth stage change. It is especially relevant when the business needs clearer commercial focus, a more valuable and easier-to-buy offering, stronger positioning or a more coordinated route from commercial decisions to market action and revenue. Murros can also provide the senior commercial judgement, orchestration and hands-on capacity needed when internal resources are limited or already stretched.
How is Murros Commercial Architecture™ different from a generic GTM framework?
Most GTM frameworks tell you what topics to think about. Murros Commercial Architecture™ helps companies make the commercial decisions required for the next stage of growth. It connects ambition, commercial reality, market and buying evidence, offering choices and revenue logic — so the output is a clear view of what to focus on, test, scale, change or stop.
Why not just use ChatGPT or another AI tool?
AI can synthesise information quickly, but it does not know which commercial questions matter most, what evidence should be trusted or when a plausible answer is still only an assumption. Murros provides the decision logic, input discipline, evidence standards and quality gates. AI accelerates the analysis; leadership makes the commercial decisions.
Which Murros offer should we start with?
Start with Commercial Direction when the main question is where to focus. Choose Offering & Positioning when the direction is broadly clear but the proposition is difficult to buy, differentiate or explain. Choose GTM Activation when the challenge is coordinated market action, pipeline and evidence. Choose the Leadership Workshop when the immediate need is team alignment and sharper GTM thinking.
What is the difference between Learn It and Apply It with Anna?
Learn It gives your team a 12-month licence to one selected Murros methodology module, with editable tools, AI prompts, an evidence protocol and a live handover. Apply It with Anna adds senior facilitation, leadership alignment, stakeholder orchestration, case-specific analysis and decision support around one defined commercial challenge.
What is Murros GTM Activation Operating System™?
It is the implementation engine used inside GTM Activation to connect market actions, sales activity, pipeline signals, evidence reviews and leadership decisions into a repeatable operating rhythm.
Can Murros support international growth or market expansion?
Yes. Commercial Direction can assess and select the market, segment and commercial logic for expansion. Offering & Positioning ensures the proposition works for the chosen buying context, and GTM Activation turns those choices into market action and evidence.
How does pricing work?
Standard pricing is transparent: Learn It starts from €7,500 + VAT, depending on the selected module and scope of internal use. Apply It with Anna is €15,000 + VAT for one defined challenge over three weeks. GTM Activation starts from €25,000 + VAT, and the Leadership Workshop is €6,500 + VAT for the defined full-day format. Wider scope, extensive customisation and travel are agreed separately where relevant.
A clear next step
Ready to find the right starting point?
Tell us what the business is trying to achieve and what currently feels unclear. Murros will recommend the most relevant starting point and provide a quote based on the right scope.
Get a quote