Momentum - Proposition, Growth & Go-to-Market

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  Growth stalls when propositions are unclear, teams are misaligned, or marketing becomes activity without accountability. Arcan Theory builds solution-based propositions and go-to-market systems that connect brand clarity to measurable commercial outcomes.

We work with leadership teams to define what you’re selling, why it matters, who it’s for, and how it wins - then build the operating rhythm to execute.

• Clear proposition and value exchange customers understand immediately
• Stronger conversion and adoption through sharper positioning and messaging
• A GTM plan that aligns product, sales, marketing, partnerships, and delivery
• A measurement framework that links activity to outcomes (not vanity metrics)
• More confident decisions on investment, prioritisation, and where to focus

•  Proposition & Messaging Design: value proposition, proof points, differentiation, narrative system
• Commercial GTM Strategy: target segments, channels, packaging, partnerships, launch plan
• Lifecycle Growth System: acquisition → onboarding → engagement → retention → advocacy
• Marketing Operating Model: roles, workflow, governance, measurement, investment logic
• Board / ExCo Growth Alignment: decision support, prioritisation, business case and sign-off readiness

• Board and investor-facing commercial strategy and marketing leadership in high-growth environments
• Development and delivery of solution-based propositions across B2B and B2C contexts
• Operating model redesigns to align marketing investment with routes to growth