Maximise Your Revenue. Fix What's Holding Your Business Back.
I am a senior commercial strategist with 16 years of experience growing revenue, fixing underperforming business units, and building the commercial infrastructure that makes results sustainable. My background is in B2B conferences, exhibitions and media, one of the most commercially demanding environments there is and I bring that same rigour to any business that wants to perform better.Objective diagnostics. A tailored plan. Guaranteed results. Or I work for free.
Strategic Capacity for the Challenges That Must be Solved.
As a leader, you are pulled between your broad remit and the specific demands of a business unit that needs to perform better — now. Whether revenue has stalled, aggressive growth is expected, or the market has shifted and a reset is needed, these challenges require focused, senior-level attention.
I provide the executive-level focus to move the needle when the stakes are highest by delivering an unsentimental command of the commercial facts, identifying the levers for growth, and manage the execution — so you can meet expectations without being pulled into the weeds.
90 Days: Review, Agree Plan, Execute, Manage, Report
Review: The Objective Audit
I work with senior leadership and the relevant commercial team to build a clear picture of your current commercial position, what is working, what is not, and where the revenue opportunity lies.
Depending on your business, this covers:
· pricing and packaging
· sales pipeline and forecast quality
· yield and average order values YOY
· sponsorship or client universe and value
· competitor landscape
· lapsed clients and new business opportunity
· sales team capability and process
Agree Plan: A Reliable, Tailored Roadmap;
Drawing on almost two decades of commercial experience across events, media, financial services, energy, technology, and sustainability, I make recommendations that are specific to your business.
We agree a tactical plan to meet your objectives, covering:
· market mapping and tiered targeting
· value matching to client needs
· package and product improvements
· pipeline and forecast criteria
· operational efficiencies
· reporting frameworks
Execute: Moving from Strategy to Results
I work alongside your leadership to put the plan into practice equipping managers with the tools, templates, and frameworks they need, and working directly with your commercial team to sharpen how they sell, negotiate, and close and with your marketers to refine target market, tone and outreach.
Senior leadership receives regular, detailed progress reports mapped against agreed targets.
Ongoing support and additional services
Sustaining the Momentum
Where requested, I can provide the executive-level oversight to ensure the new habits stick. This involves a more active role in management of the sales cycle, pipelines, ongoing feedback gathering aimed at refining the approach and ensuring the teams are equipped to overcome challenges with training.
Custom research and reporting
For organisations with longer-term ambitions — new markets, new products, geographic expansion, or diversification, I provide high-level research and commercial mapping based on direct experience launching and scaling B2B events, digital platforms, and data products internationally.
About Lindsay Baxter
I have spent almost two decades working at the sharp end of commercial strategy, holding Director-level positions at Informa PLC, the world's largest event and media groups (FTSE 100), and at Climate Action Programme, a global events and data business operating in partnership with the UN Environment Programme serving business and government alike.
I have sat on the executive team of a £140m (USD $185m) division, managed commercial portfolios across fintech, wealth management, insurance, energy, and sustainability, and worked directly with organisations including Google, Microsoft, IBM, Mastercard, Visa, PayPal, BMW, Siemens, and Coca-Cola.
My track record includes growing a single business unit from £1.155m (USD $2m+) to £5.3m (USD $7m) in two years, delivering 400% product revenue growth in a single quarter, and successfully launching new events and digital products from scratch.
I have also led many commercial turnarounds coming into underperforming situations and rebuilding the foundation for sustainable growth.
I work with B2B event and media businesses, corporates, government bodies, and organisations internationally.
If you want a frank, experienced commercial perspective and a partner who is accountable for results, I'd welcome a conversation.