Removing commercial friction in growing B2B businesses

I work directly with Managing Directors to remove the operational and data friction that slows revenue, delivery, and decision-making once growth outpaces systems.

Pragmatic automation, clean data, and sensible systems.

No hype. No consultancy theatre.

Who we work with

Who this is for?

This is for you if;

You are a Managing Director of an established B2B services or software business and:

• Growth has made things harder, not smoother
• Sales, ops, and delivery do not quite line up
• Data exists but cannot be fully trusted
• Too much depends on specific people
• You spend more time firefighting than improving

You do not need a transformation programme.

You need commercial friction removed so the business can move faster with less effort.

What I Do

I act as an embedded, MD-level problem solver.

I step into the business to identify and remove the friction that quietly slows growth. This usually means working across:

• Sales operations such as pipeline flow, CRM, reporting, and handoffs
• Delivery workflows where work slows, breaks, or relies on heroics
• The data layer that supports decision-making and revenue visibility
• Automation and tooling, including pragmatic use of AI where it genuinely helps
• In short, I fix the systems that power revenue and delivery.



We're here to listen first, then act fast

We guide organisations through practical transformation, from identifying opportunities to implementing solutions that deliver measurable results.

Prof. Sheryl Homa

PhD ARCS FIBMS

"Working with Rich has transformed how we handle our digital security and data management. He brings enterprise-level technical knowledge but explains everything in terms that make sense for our clinical team. Rich is the trusted advisor every healthcare practice needs in today's digital landscape."

Mr David Floyd

MA. MB. BChir. MSc. FRCS. FRCS(plast).

“We have worked with Spinach since 2012. They have been there as technical advisors and helped us evolve our patient journeys through several projects."

Dr Cosmo Hallstrom

MD FRCP FRCPsych

“Rich took the time to understand our needs and found solutions that helpfully improved how we connected with patients and legal clients. His professional approach and reliable support made him a good technology partner."

Experience that matters

At Spinach, we've had the privilege of working with organisations across diverse sectors. Each industry brings unique challenges and opportunities, and we've found that the best solutions often come from applying insights learned in one sector to solve problems in another.

Results: 3-4 case study snippets (anonymised if needed)

Growing businesses and owner-managed companies trust us to guide their transformation journeys. Whether you're implementing new systems, optimising operations, or exploring how emerging technologies can give you competitive advantage, we bring both strategic thinking and hands-on expertise to every project.

Established organisations seeking to evolve their capabilities find in us a partner who understands both what's possible with modern technology and what's practical for real-world implementation. We help bridge the gap between ambition and execution.

Professional services firms from law to healthcare, accountancy to consultancy, work with us to modernise client experiences, streamline operations, and build digital capabilities that enhance rather than replace personal relationships.

We also work with ambitious startups building the next generation of solutions, helping them navigate complex markets, find product-market fit, and scale operations efficiently. From initial concept through to growth, we provide the strategic and technical guidance needed to turn good ideas into successful businesses.

If you're ready to work smarter, grow sustainably, and embrace practical innovation, we'd like to work with you. Because better business practices should always mean better outcomes for everyone involved.

Simple, Flexible Engagement

1

Discovery Call

We discuss your specific challenges, business stage, and whether you need my help.

No pressure, just honest assessment.

2

Initial Project

Most engagements begin with a high-urgency issue.

This might be unreliable data, tooling that no longer fits the business, delivery strain, or an initiative that has gone wrong.

We stabilise what matters first.

3

Embedded Partner

Once traction is proven, I can stay on as a retained, embedded partner.

I help remove new friction as the business continues to grow.

I work with only a small number of MDs at any one time.

Let's talk...

If growth is creating friction instead of momentum, a short conversation is usually enough to see whether this is worth exploring.

Client Feeback

Don't just take it from us