Turn AI into revenue.
BMC Ascent combines commercial strategy, hands-on execution and AI to help European mid-market and PE-backed companies grow revenue and margin.
Brian Coleman
I started as a foreign correspondent for The Wall Street Journal, where I learned to find the story in the numbers and explain it plainly. I have been doing a version of that ever since.
At BCG, I advised senior executives on growth and market entry. Then I moved to the other side of the table. I ran sales for Lexus, developed marketing strategy for Toyota, led product at TomTom and served as Chief Strategy Officer at MotorK (a mid-sized SaaS company). At Google, I managed global client relationships, and at AWS I managed AI implementation projects for major clients.
That combination is the point. I know what a strategy looks like on a slide, what it takes to get a sales team to deliver it, and what it takes to make AI work in practice rather than in a pilot.
Years ago, at INSEAD, I wrote a case study on how Reuters should respond as the internet turned its core product into a commodity. AI is now doing the same to large parts of sales and marketing. BMCA helps companies come out on the right side of that shift.
Three Ways to Work Together
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AI Commercial Diagnostic
Most companies are experimenting with AI. Few can point to its impact on the P&L. In four to six weeks, BMCA assesses where your sales and marketing stand, identifies where AI will move revenue and margin, and delivers a prioritized roadmap your team can act on.
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Commercial Flywheel Transformation
Product, marketing and sales perform best as one system. BMCA aligns the three, redesigns go-to-market and sales processes, and builds AI into the daily work of commercial teams. The goal is measurable gains in pipeline, conversion and margin.
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Interim Commercial Leadership
Leadership transitions and changes of ownership put commercial momentum at risk. BMCA provides hands-on leadership through the transition, applying the same methods as its advisory work, and leaves behind a stronger team ready for a permanent successor.
“Brian has an ability to analyze complex commercial challenges and get straight to the heart of the problem. He easily engages with everyone from C-level executives to junior analysts.”
— Dr. Christian Richter, Director of Strategic Programs, Google
“Brian is a no-nonsense strategic thinker who knows how sales and marketing teams work in the real world. He’s been there and done that, so he understands the importance of pragmatic solutions.”
— Tommaso Carboni, Country Director at bee2link Italy
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