Go-to-market · Partnerships · Revenue systems
AXQ sets the go-to-market strategy, builds the partner ecosystem, and stands up an automated pipeline engine that keeps working after the strategy deck is closed. Operator-led, not slideware.
Led by John Bates · ex-TD SYNNEX, three businesses built, one exit
What AXQ does
Most firms buy strategy from one place, partner help from another and pipeline from a third. AXQ joins them up, so the plan, the partners and the pipeline pull in the same direction.
Who to sell to, through which routes, with what message, in what order. A plan your team can run on Monday.
Design, recruit, activate, attribute. Programmes that produce pipeline, not just signed agreements.
An automated lead generation and outreach system, designed with you in discovery and built around your ICP, your voice and your tools.
Where it usually starts
You've won your home market and the board wants a global footprint. You need partners who bring local expertise and delivery from day one, not fifty hires and hope.
Read the expansion guide See the UK Partner Launch SprintSigned partners, quarterly reviews, no pipeline. We move you from strategic alignment to operational co-sell, and find out exactly why partners aren't winning deals.
Reigniting a stalled programmeFounders and sales leaders doing outbound by hand, or an SDR team that costs more than it books. We build an engine that finds, researches and drafts for you, so your people spend their time in conversations.
How the engine worksThe Revenue Engine
AXQ's own business development runs on the engine. Every day it watches for demand signals, researches the accounts worth contacting, drafts outreach for review and keeps the tracker honest. After a discovery session, we build the same system for you, around your market, your voice and the tools you already pay for.
A working session on your ICP, offer, routes to market and what good pipeline looks like for you.
The signals to watch, accounts to target, messages to test and the rules the engine follows.
Connected to your inbox, CRM and data tools. Tested on live accounts before it scales.
Daily briefs and weekly reviews. We tune it, or hand it over to your team.
Not an AI vendor. A go-to-market operator who builds working systems. You own the accounts, the data and the tools.
Explore the Revenue Engine → How AXQ works →How we engage
A second opinion on your GTM plan, partner programme or pipeline. No pitch.
A strategy, programme or pipeline audit, ending in a prioritised plan you can act on.
A partner programme stood up, or a Revenue Engine built and live on your accounts.
Interim, fractional or retained. A seat in your team, not a consulting project.
Track record
Co-led commercial strategy for AWS and the software portfolio across Europe. Account lead for Microsoft, Cisco, Nvidia, AWS and Google.
An event incubator launching new event ideas for organisers including dmg events and Informa.
Scaled from £0 to fifteen staff and £900k revenue, then sold. Ran The Pharmacy Show, The Sports Car Show and The Healthcare Show.
Conceived, pitched to the CFO and board, and launched Telegraph Business Events. Ran Telegraph Business of Sport with BT Sport.
Gastech across the Middle East, Asia and Europe, plus the EAGC gas summit. £12M revenue, 18 direct reports, double-digit growth every year.
Field Notes · Weekly
Partner GTM, European expansion and building revenue systems with agents. First published on LinkedIn, collected here.
Bring the expansion plan, the stalled programme or the empty pipeline. You'll leave with a second opinion and a next step, whether or not we work together.