UNTANGLED
Strategic Marketing and Growth Advisory
Finding simplicity on the other side of complexity
Helping leadership teams identify and make the strategic marketing decisions that create the greatest commercial impact, so they can move forward with clarity and confidence.
THE PROBLEM IS NOT ALWAYS WHAT IT APPEARS TO BE
Organisations don’t invest in marketing for its own sake. They invest because something needs to change.
What first draws attention may be the issue itself. Or it may be a symptom whose cause lies elsewhere, within marketing or beyond it.
Choosing the right response depends on understanding what is actually happening and what is driving it.
Every engagement starts with one question:
What problem are we trying to solve?
YOU MIGHT RECOGNISE SOME OF THESE SITUATIONS
Where will our next phase of growth come from?
The ambition is clear, but the most valuable market, customer or opportunity is not.
Why is a strong product failing to gain traction?
The product may be strong, but its value isn’t clear
enough to give customers a reason to choose it.
Has our proposition kept pace with the business?
The business has evolved, but the way its value is presented has not.
How should we take this offer to market?
The offer is ready, but the audience, positioning, channels and route to market are not yet aligned.
Why are Sales, Product and Marketing are not aligned?
Each team is working hard, but not from the same understanding of the customer, value or priorities.
Are we focusing on the right marketing priorities?
There are many possible initiatives, but little clarity about which will make the greatest difference.
We know something needs to change, but what?
The symptoms are visible, but the underlying problem is not.
FINDING THE RIGHT WAY FORWARD
Effective marketing decisions don't exist in isolation. They're shaped by business ambition, customer need, market dynamics, product value, sales capability, organisational readiness, and increasingly by what technologies such as AI make possible.
To understand the challenge I change altitude:
Zoom out to understand the wider commercial picture and the tensions within it.
Zoom in on the decisions that will have the greatest impact.
This often reveals what gets missed when marketing, product, sales and strategy are considered separately.
Marketing isn't an exact science, but it benefits from the same discipline: frame the problem carefully, observe before reaching conclusions, develop possible explanations and test them against the evidence.
As understanding grows, the picture becomes clearer, and so does what matters most.
Two principles keep that process rigorous:
QUESTION WHAT YOU ALREADY BELIEVE
Assumptions shape what we notice and the conclusions we reach. I look for evidence that challenges an explanation, not only evidence that confirms it.
FIND WHAT IS ESSENTIAL
Complex situations generate more information and options than any organisation can pursue. I separate what is changing from what remains true, then focus on what will make the greatest difference.
IN PRACTISE, THE WORK FOLLOWS A SIMPLE PROGRESSION
1. UNDERSTAND
Clarify what is happening, what is driving it and which problem needs to be solved.
2. DECIDE
Determine where to focus, make the trade-offs visible and choose the strategic direction.
3. MOBILISE
Translate the strategy into shared priorities, a practical roadmap and tools that equip teams to act.
WHERE THE WORK MAY FOCUS
The emphasis depends on the challenge, but usually falls across three connected areas:
STRATEGIC MARKETING
Understanding the market, deciding which customers and opportunities to prioritise, and shaping how the organisation is positioned.
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Customer & Market Insight, Segmentation & Targeting, Positioning
PRODUCT MARKETING &
GO -TO - MARKET
Connecting product capability with customer need and creating a coherent route from opportunity to market.
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Value Proposition, Product Marketing Strategy, Go-to-Market Strategy
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BRAND & STRATEGIC COMMUNICATION
Defining how the organisation should be understood and expressing its value with clarity, consistency and authority.
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Brand Strategy, Commercial Narrative, Thought Leadership & Content
These aren't isolated services or a fixed menu. They're combined according to the problem we're solving.
ABOUT MARIA T.
I began my career in product management at Telecom Italia and Orange before moving into senior international marketing roles at Gemalto, Thales and Deutsche Telekom. Most recently, I was Head of Marketing at Lloyd’s Register’s Safetytech Accelerator.
Across more than 15 years, I’ve worked in both global businesses and small, newly formed teams within them, often with limited resources and evolving priorities. My experience spans product management, product marketing, field and strategic marketing, and communications, giving me a practical understanding of how business ambition, product value, customer need and market opportunity connect.
I turn that understanding into shared direction and practical priorities that Product, Sales and Marketing can act on; focusing effort where it can make the greatest commercial difference.
For a fuller sense of how I think, read my writing
WHY
UNTANGLED ?
Complexity often comes with growth, change or an important decision. It becomes a problem when the choices that matter are difficult to see.
Untangled exists to make the way forward clearer, not by oversimplifying the challenge, but by understanding it well enough to find the simplicity on the other side.
START WITH A CONVERSATION
You don’t need a perfectly defined brief. A strategic marketing question, a challenge that’s difficult to articulate or simply a sense that the current approach isn’t working is enough.
We’ll start by understanding what’s happening, what you’re trying to achieve and whether Untangled is the right fit.
