Leak 01
An ICP nobody validated
The target segment came from a workshop, not from evidence. Reps chase accounts that were never going to buy, and win rates get blamed on execution.
Market-Validated Revenue Systems
Most revenue plans fail on assumptions, not effort.
The HCH Group proves who your real buyer is and why they buy — using structured expert interviews and non-public data — then architects and activates the sales and revenue system around that evidence.
The method
- DiscoverWhere revenue actually leaks
- ValidateWhich buyers are provably profitable
- ArchitectCRM, data, and pipeline design
- ActivateOutbound, enablement, executive access
- OptimizeForecast hygiene and compounding gains
Three principals · Experience, clients & services
Genpact,Accenture4D Due DiligenceEmber EnterprisesGEJohnson & JohnsonAstraZenecaMartal GroupBlue Orb LPMerck & Co.Global Banking MajorMarket Validation SprintRevenue System ArchitecturePipeline ActivationFractional RevOps
Where the revenue goes
You don't have an effort problem. You have an evidence problem.
Nearly every stalled revenue plan we inherit shares the same root cause: the go-to-market motion was designed around an internal opinion of the buyer, then instrumented in tooling that hides the truth.
Leak 02
A CRM that records instead of runs
Stages don't reflect how deals actually move, fields are optional, and reporting can't answer basic questions. Forecast becomes a feeling.
Leak 03
Disconnected data and tooling
Marketing, sales, and delivery each hold a partial truth. Handoffs drop, attribution breaks, and the same lead gets worked three ways.
Leak 04
Outbound volume without access
Sequences fire at people who cannot sign. Meanwhile the senior buyer who could sponsor the deal is one warm introduction away and never gets asked.
The approach
Market-Validated Revenue Systems
Instead of building go-to-market strategy on assumptions, we validate who the real buyer is and why they buy — then architect the sales and revenue system around that finding.
Validation is not a survey. It is structured expert interviews and non-public data that surface real purchasing criteria, buying behavior, and the segments your competitors have underserved. The output is not a deck. It is a decision you can build on.
From there, the system gets built in your stack: CRM architecture, pipeline definitions, outbound infrastructure, automation, and reporting — plus the executive access to put it in front of buyers who can actually sign. You own everything we build.
Services
Four pillars. Engage one, or run the full system.
Each pillar is scoped to stand alone with its own deliverables — and to compound when sequenced.
Discover · Validate
Market Validation Sprint
Structured expert interviews and non-public data to establish which buyer segments are genuinely most profitable, and why.
- Expert interview program and evidence log
- Segment profitability and demand ranking
- Evidence-based ICP and buying-criteria map
- Positioning and message implications
Architect
Revenue System Architecture
The operating layer: CRM built to run the motion you validated, not to store the one you inherited.
- HubSpot or Salesforce architecture and migration
- Lifecycle stages, deal stages, exit criteria
- Data model, hygiene rules, dedupe logic
- Pipeline, forecast, and performance reporting
Activate
Pipeline Activation
Demand into the system — through built outbound infrastructure and senior relationship access.
- Outbound sequences and sales automation
- SDR onboarding, scripts, and enablement
- Executive introductions and deal sourcing
- Account leadership on priority pursuits
Optimize
Fractional RevOps
Retained ownership of the system after launch, so gains compound instead of decaying.
- Operating cadence and pipeline reviews
- Forecast accuracy and data hygiene
- Structured experiments on messaging and channels
- Team training as the motion evolves
Built for the moments when the revenue model has to change
Scaling past founder-led sales
Entering a new market or geography
Repositioning go-to-market
Launching a new product line
Restructuring revenue operations
Preparing to raise capital
Post-acquisition integration
How we work
Five stages. Every one ends in something you can use.
No open-ended discovery, no research that dies in a slide deck. Each stage produces an artifact that the next stage builds on.
01
Discover
We map the current revenue motion end to end — pipeline data, CRM state, funnel conversion, tooling, and how deals really get won and lost.
You receiveRevenue system audit with quantified leak points and a prioritized fix sequence.
02
Validate
Structured expert interviews and non-public data test who the buyer actually is, what they weigh in a purchase decision, and which segments are underserved.
You receiveEvidence-backed ICP, segment profitability ranking, and buying-criteria map.
03
Architect
We design and build the system around the validated buyer: CRM architecture, stage definitions, data model, automation, and reporting.
You receiveA configured, documented CRM and revenue infrastructure your team owns.
04
Activate
Demand goes in: outbound infrastructure and messaging built to the evidence, SDR enablement, and senior-level introductions into priority accounts.
You receiveLive outbound motion, enabled sellers, and sourced executive conversations.
05
Optimize
A standing cadence on pipeline, forecast accuracy, and conversion — with structured experiments replacing opinion-led changes.
You receiveOperating reviews, forecast discipline, and a documented experiment log.
Proof, not promises
Recent systems we've built.
A sample of engagements across the team — infrastructure, pipelines, and reporting systems delivered and handed over.
Renewable Energy · Investor Relations InfrastructureMay–Jul 2026
Blue Orb LP
Investor conversations were being tracked informally across six outreach senders with no shared pipeline, no qualification framework, and no repeatable reporting for leadership. The team architected a five-ICP research and scoring framework, sourced and enriched 1,000+ contacts, and built a 13-stage qualified pipeline in HubSpot with AI-assisted lead scoring and automated cross-channel reporting.
$5M+Qualified pipeline by day 21
365Tier 1–3 prospects structured
25.3%Message reply rate
80%Reduction in manual qualification
Global Pharma · $41bn Merger IntegrationCraig Henzel
Merck & Co. / Schering-Plough
Stood up the Finance PMO for a $41bn merger, tracking synergies against booked P&L rather than estimates and sequencing integration to protect the close calendar without slipping a cycle.
$4B+Synergies delivered
Day 1Close, no missed cycle
OneUnified finance model
—Reported at program close
Financial Services · Agentic AICraig Henzel
Global Banking Major
Moved agentic AI out of pilots and into production, assessing every workflow for agentic vs. automation fit and sequencing a $20m program with tracked business cases across four functions.
$20MProgram scoped & deployed
4Functions live
SLMsChosen for cost & control
—Pilot to production
B2B Lead Generation & Sales Outsourcing
Martal Group
Owned end-to-end sales operations across a concurrent portfolio of B2B clients spanning technology, SaaS, and cybersecurity — managing fractional SDR teams, campaign reporting, and the ramp-up process behind them.
30+Sales personnel managed
4 wksNew-hire ramp built
WeeklyClient reporting cadence
StrongTeam retention sustained
Also delivered — Lead Generation & Pipeline Infrastructure
Canfield Collection
Notion CRM and real-time automation pipeline across five buyer segments — 580+ contacts, 470+ enrolled in Wave 1.
Dune Hollow Corp
Five segmented Apollo targeting lists and a Notion Business Growth OS — zero field gaps, zero technical blockers at handoff.
Austin AI
Multi-domain email infrastructure and warm-up process — 150/day sending capacity, a 3x increase over baseline.
Client names shown with permission or in an anonymized/aggregate form where required. Figures describe pipeline, systems, and operational outcomes only.
The principals
A global team of senior consultants.
Access, evidence, and execution usually live in three different vendors, scattered across time zones. Here they sit in one room — spanning the US and UK, Fortune-100 consulting and hands-on operating experience — and the people you meet are the people who do the work.
Craig Henzel
Executive Access & Account Leadership
Senior Delivery Partner, Business Integration Lead at Genpact. Formerly Managing Director, Strategy & Consulting and CFO / Enterprise Value at Accenture.
Two decades of global finance and transformation leadership, including VP Finance / Functional CFO at AstraZeneca, VP Finance Transformation at Merck, and Finance Director at Johnson & Johnson — spanning life sciences, retail, CPG, and healthcare. Preceded by three decades as a U.S. Coast Guard senior officer operating across four continents. Executive education at Columbia Business School. A "Vetrepreneur," DE&I and veteran advocate, and Amazon best-selling author whose book proceeds support ending veteran homelessness.
- Relationship access and deal sourcing
- Account leadership on priority pursuits
- Network of senior operators and investors
Will Hargreaves
Market Intelligence & Due Diligence
CEO & Co-founder of 4D Due Diligence, a London-based market intelligence and commercial due diligence firm. Educated at Oxford Brookes University.
Built 4D Due Diligence around a simple standard the industry often skips: verifiable, source-backed findings instead of unattributed "estimates." Specializes in structured expert interviews and non-public data to determine which buyer segments are genuinely most profitable and why — going past conventional market research to surface real evidence on customer behavior, purchasing criteria, and underserved segments, for clients across the UK, Europe, and North America.
- ICP-based research and validation
- Demand generation strategy
- Commercial diligence and closing
Elaina Collins
Revenue Operations & CRM Architecture
Founder of Ember Enterprises, a RevOps consultancy. HubSpot Sales Hub certified. Formerly Sales Operations Manager at Martal Group.
17 years of B2B sales infrastructure experience across healthcare, SaaS, professional services, and staffing — building CRM architecture in HubSpot and Salesforce, outbound systems, sales automation, and pipeline infrastructure, including a full investor-outreach CRM and automation build. Has managed fractional SDR teams and trained and onboarded new sales talent.
- CRM architecture and migration
- Outbound systems and sales automation
- Pipeline infrastructure and reporting
Evidence, not opinion
The buyer definition is validated with expert interviews and non-public data before a single system gets built.
No handoff gap
Research, architecture, and activation are one engagement with one team — nothing gets lost between vendors.
Senior-only delivery
You get three principals, not a pyramid staffed with juniors billing against a scope document.
You own the system
Every workflow, sequence, and report is documented and handed over. The engagement ends; the infrastructure stays.
Why not the alternatives
Where traditional options stop short.
| Dimension | Agency or solo consultant | The HCH Group |
|---|---|---|
| Buyer definition | Workshop output or a reused ICP template | Validated with structured expert interviews and non-public data |
| Deliverable | Strategy deck and recommendations | A built, documented revenue system running in your stack |
| Scope of ownership | One function — research, or CRM, or outbound | Evidence, architecture, and activation under one team |
| Who does the work | Junior delivery team behind a senior pitch | The three principals you meet on the first call |
| Buyer access | Cold volume at whoever answers | Senior introductions into accounts that can sign |
| After handover | Knowledge leaves with the vendor | Documented systems your team owns and can run |
Start here
Let's learn about your business.
A 30-minute introductory call with the principals. We'll use the time to learn about your business, how revenue is currently generated, and what's on your mind right now. It's a conversation, not a pitch.
- What you're working on right now
- How revenue is generated today
- Where the friction or pain points are
- Whether there's a good fit for us to help
Pick a 30-minute slot and it's on the calendar — no form to fill out first.
Market-Validated Revenue Systems
Validate the buyer. Architect the system. Then scale with confidence.