New vertical. New ICP. New pipeline, from standing start.
Expleo's life sciences vertical had the delivery capability but lacked the GTM architecture to pursue the market systematically. Magnus designed the Where to Play foundation and the commercial motion to execute from it.
Strong delivery capability. No commercial system to take it to market.
Expleo had significant engineering and technology capability relevant to life sciences clients. What it lacked was a structured GTM approach: an ICP, a commercial narrative, and a demand generation programme, that could turn that capability into pipeline at pace.
Where to Play architecture built for a new vertical.
Market opportunity analysis
Sized and segmented the life sciences market opportunity for Expleo: identifying the sub-sectors, geographies, and buyer types where the commercial opportunity was strongest.
ICP definition and DMU mapping
Defined the priority ICP in life sciences: the specific buyer profiles, decision-making structures, and commercial triggers that Expleo's proposition was best positioned to address.
Commercial narrative and positioning
Built the messaging architecture for the life sciences vertical: grounded in the ICP and differentiated against the competitive set in this specific market.
GTM programme design
Designed the demand generation programme, channel mix, and sales motion for the vertical. Defined the pipeline metrics and commercial operating model that would track progress.
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