THE MARKET POSITIONING SPECIALISTS
Advising leaders on market positioning in preparation for investment rounds, the next phases of growth and future exits
When the business outgrows its market position
We work with leadership teams whose businesses are outgrowing their market position; through evolving new capabilities, selling to new types of customers, making acquisitions or identifying new market directions.
We help leadership define what comes next
We help leadership choose the next position. The markets to prioritise, the capabilities to lead with, the value proposition to own and the coherent strategic narrative for leadership, sales and marketing to work from.
Creating new types of commercial opportunity
A clearer market position helps you sell more, enter new markets with confidence, extend new capabilities, compete at a different level and makes your strategic value easier for investors and acquirers to understand.
Answering board-level tensions.
Trusted by leaders globally
There is a complex story to each client; a shift in category, an alignment of divisions, an entry into an adjacent market, a portfolio evolution, a progression in the type of customer, an integration of capabilities.
There is one commonality. A clear market positioning, a strong value proposition and an empowered business to deliver understanding and better outcomes.
Deep3
Cyber specialist Deep3, breaks into adjacent sectors and is acquired by CACI as part of an acquisition worth £90million
ECI Software
Evolved portfolio attracts enterprise level clients, supporting double digit YoY growth and investment of $500 million
Naimuri
Naimuri clarifies market positioning and is acquired for £20million by QinetiQ Group
Luxoft
Integration of multiple M&As, category shift and is bought for $2billion by DXC
Civica
Integration of two M&As into Civica Health & Care Division
Liv-ex
Evolving business market position to fuel growth and immediately increases opportunities by 75%
Atos
Atos acquires Bull Systems and empowers sales teams with market leading value proposition
Computacenter
Aligns three service lines into a portfolio offering and grows revenue by 14.7%
The Craft in Numbers
- 30+
- Clients globally
- 15+
- Years of specialism
- 60%
- Clients achieve next phase growth
- 20%
- Clients acquired within 3 years
At The Craft, we specialise in growth-stage B2B technology and technology-enabled businesses, from ambitious founder-led companies to rapidly growing organisations.
2026: Independently verified
Empowering leaders to position with confidence
Start with a 20-minute conversation.
Every business we work with is different. The first conversation is about understanding whether the challenge is one we're positioned to solve — and being honest with you if it isn't.