[ ADVISORY / THE WORKSHOP ]
Own a pipeline that runs every week.
Our Business Development Workshop is a subset offering of our flagship Total Business Development Rebuild. It is one day with your team, and it is focused on the part that changes a pipeline fastest: choosing the market, writing the first plays, and getting them running inside the tools you already own. We approach this through three modules: Market Map, Play Design and Installation. What we build belongs to your firm from the moment the day ends.
01 / Before the day
Market Map
Your addressable market read, scored and ranked, so the workshop opens with named companies rather than a blank whiteboard.
02 / The morning
Play Design
Your team decides what to pursue, and we write the repeatable commercial move that pursues it.
03 / The afternoon
Installation
The play is built into the tools you already own and run end to end on a real account while you watch.
“Generated over £170,000 in two months. I thought I understood my buyers. I didn’t.”
Dr Peter Williams / corporate consultant
There are several symptoms that might signal the need for it, including:
- New business stops in the months your best two people are buried in delivery.
- Referrals are treated as a strategy, when they are really a result you cannot control.
- Every partner describes the ideal client slightly differently, so the firm markets to nobody in particular.
- Nobody can trace a line from activity to conversation to proposal to win.
- Each proposal is written from scratch, for whoever happened to ask.
- You have already bought an AI writing tool, and it produced a great deal more email but no more meetings.
He has built the function, not advised on it.
Peter O'Donoghue spent more than twenty years building business development functions inside expert-led B2B firms: the target markets, the offers, the pipelines, and the discipline required to work them week after week.
He knows where the AI stops being useful.
He went on to found an AI product, so he knows precisely where the technology earns its keep and where it will embarrass you in front of a buyer. Business development comes first and the AI comes second, in that order.
He runs it himself, start to finish.
There is no delivery team behind the curtain. Peter does the research, runs the day and answers every question in the month that follows, which is the reason only a handful of firms are ever underway at once.
A ranked map of your addressable market.
Real companies by name, each scored against the work you sell, and each carrying the event that makes it worth approaching this quarter: a programme just funded, a new director who owns the budget, a strategy published without a partner attached. Delivered before the day, not during it.
A written playbook your firm keeps outright.
Every play set out from end to end in plain English — the trigger that starts it, the research the AI carries out, how an account is scored, what gets drafted, and the point at which a partner reads it and approves. There is no licence and nothing to renew.
The system running in your own tools, and a team trained on it.
Built into the software your firm already pays for, so there is no new subscription and no new interface to learn, then run end to end on a real account from your own list before anybody goes home.
You’re ready to get started. What happens next?
- 1.
Paperwork.
Once you confirm, you receive a letter of engagement, an intake form and an invoice. The £3,250 is payable in full before the research begins.
- 2.
Intake and materials.
You complete the intake form, which takes about thirty minutes and covers what you sell, who buys it, what you charge and how new business happens today. Recent proposals and your record of wins and losses sharpen the picture.
- 3.
Market Map.
Before the day, Peter reads your last twenty opportunities and researches your addressable market, returning named companies scored against what you sell and ranked by the buying trigger that makes each one live now.
- 4.
Play Design.
On the morning of the workshop your team chooses which plays are worth building — two or three rather than ten. We then agree which triggers count as a genuine buying signal, how an account is scored, what a credible approach looks like coming from your firm, and what a partner must always approve before anything leaves the building.
- 5.
Installation.
In the afternoon the play is built into the tools you already use, in the room and on screen. A real target account from your own list goes through it end to end while you watch, and you correct the output in front of us. We then set the weekly hour, name who owns each part, and hand over the playbook, the prompts and the decision rules.
- 6.
Implementation.
Your team runs the system on live accounts for thirty days. Peter corrects the prompts and the scoring himself as the first output comes through, answers questions by text or email within a working day, and closes with a review call on day thirty.
Logistical matters,for your perusal
- Duration.
One day in the room, plus thirty days of implementation support.
- Scheduling.
A workshop can usually be underway within two to six weeks, depending on the time of year.
- Participation requirements.
- One principal completes the intake form, roughly thirty minutes.
- Two to four people attend the full day, 09:30 to 17:00.
- The team gives roughly one hour a week across the thirty days that follow.
- Cost.
£3,250. Every firm pays the same, whatever its size.
- Payment terms.
Prepaid and non-refundable. Payable in full by bank transfer before the research begins.
You can also visit our FAQ page.
You will almost certainly find answers to additional questions on your mind. If something is still missing, ask Peter directly before you book — he would rather talk you out of it now than disappoint you later.