The Fracture
Structured Fracture.
Revenue doesn't break all at once. It breaks quietly, one decision at a time.
Restore commercial control across your revenue organization
Grain unifies customer identity and metric truth to enable GTM, pricing, and revenue decisions that hold up under pressure.
Designed for complex, multi-system revenue organizations.
DECISION READINESS BENCHMARKS
90 Days
90-Day Decision Readiness
99%+
Decision-Safe Customer Identity
8-11%
Measured Revenue Leakage Recovery
Ranges depend on data access + scope. We baseline from current state and track uplift.
Structural Decision Failure
When enterprise decisions are made without enterprise
visibility,
pricing authority collapses.
- National customers exist economically but not operationally
- Revenue and margin are visible locally, invisible centrally
- Overrides replace governed decision logic
In multi-entity enterprises, a national or enterprise customer exists economically but cannot be seen as a single operational entity. Large customers operate across branches, subsidiaries, and fragmented CRM records.
Revenue, margin, and exposure are visible locally, but invisible at the enterprise level. As organizational complexity increases, teams compensate with heuristics, manual overrides, and political negotiation.
Visibility failures occur precisely at the level where pricing authority, risk management, and growth decisions should be made. This is not a data quality or tooling problem — it is a structural decision failure.
Symptoms You'll Recognize
- National customers appear as multiple accounts
- Sales, Finance, and Marketing disagree on revenue and margin
- Manual overrides become the default pricing system
The Cost
Metric Conflict.
When truth is fragmented, pricing becomes negotiation and forecasts become
opinions.
The Commercial Control System
A board-level framework for mapping decision failure and restoring financial authority.
Broken System
Fragmented Entity Resolution
→
Fragmented Commercial Truth
→
Manual Overrides & Heuristics
→
Margin Erosion
The Grain Decision Layer
Stabilized System
Unified Entity Resolution
→
Unified Commercial Truth
→
Governed Decision Logic
→
Durable Revenue Execution
Broken System
Stabilized System
The Grain Decision Layer
Governed control restored across revenue
Fragmented Entity
ResolutionUnified Entity
Resolution▼
National
customers appear as disconnected records,
hiding the true economic relationship and
footprint.Disconnected records are
resolved into a single economic entity,
establishing the baseline for enterprise authority.
Fragmented
Commercial TruthUnified
Commercial Truth▼
Sales,
Finance,
and Marketing operate on conflicting metrics,
forcing vital commercial decisions to be
negotiated.One
shared denominator is established across all functions,
eliminating metric negotiation and alignment
drag.
Manual
Overrides & HeuristicsGoverned
Decision Logic▼
Strategic intent decays
into gut-feel and political overrides as
organizational pressure increases.Durable
governance
encodes strategy into action,
ensuring revenue decisions hold up under
pressure.
Margin
ErosionDurable
Revenue Execution▼
Undetected leakages and
inconsistent pricing degrade profitability as
commercial control fragments.Identified
leakages
are recovered and captured as sustainable profit
through restored commercial control.
Unifying identity is the wedge that restores governance over **pricing, risk, and growth** decisions.
What Grain Does
Three pillars that restore commercial control.
Identity
The Identity Problem: Who is the customer, really?
If you cannot resolve a national customer into a single economic entity, your pricing and risk models are purely local guesses.
Deliverable: Enterprise customer hierarchy+exception queue
Truth
The Truth Problem: Which numbers guide decisions?
When Sales, Marketing, and Finance disagree on the denominator, the "answer" becomes a political negotiation rather than a financial calculation.
Deliverable: Metric contract+assumptions registry
Activation
The Activation Problem: What actions change revenue?
Most organizations capture signal but fail to encode it into durable GTM, pricing, or product decisions that survive organizational pressure.
Deliverable: Governed decision rules+operating cadence
Identity
Who is the customer,
really?
Deliverable: Enterprise customer
hierarchy+exception queue
Truth
Which numbers guide decisions?
Deliverable: Metric
contract+assumptions registry
Activation
What actions change revenue?
Deliverable: Governed decision
rules+operating cadence
The Solution
The Decision Layer.
A stabilizing force between your strategy and your systems.
How Grain Works
Board-level system architecture designed for decision durability.
Internal Systems
Ingesting fragmented signal from the existing stack.
If missing: signals remain local and authority fragments
- CRM & Marketing Automation
- ERP & Finance Systems
- Ad-hoc Spreadsheets & Manual Logs
Identity Resolution
Unifying the customer into a single economic entity.
If missing: pricing and risk stay local guesses
- Enterprise Entity Resolution
- Parent-Child Hierarchy Mapping
- Business-Logic Merge Zones
Commercial Truth
Reconciling metrics to establish an agreed-upon truth.
If missing: metrics become negotiable under pressure
- Metric Reconciliation Layer
- Surfacing & Locking Assumptions
- Financial & Sales Alignment
Revenue Activation
Encoding truth into governed commercial decisions.
If missing: decisions decay into overrides
- Static & Dynamic Pricing Logic
- GTM Prioritization & Whitespace
- Forecast Governance & Execution
Stability
Decide with Authority.
Resolve identity. Unify truth. Encode control.
Commercial Control Pilot (90 Days)
A safe starting point for executives. Designed to prove value before scaling.
Commercial Control Pilot (90 Days)
A controlled engagement to prove decision stability before scaling.
This pilot does not replace systems, teams, or operating models. It establishes governed control over one revenue-critical decision path.
Days 0–30
Signal Capture & Decision Mapping
Identify critical decisions, data sources, and organizational disagreements.
Outputs: Decision Map, Signal Inventory
Days 31–60
Identity Unification & Metric Truth
Build customer hierarchy, reconcile metrics, establish governance.
Outputs: Unified Customer Hierarchy, Metric Contract
Days 61–90
Revenue Activation Use Cases
Deploy GTM prioritization, pricing logic, or forecasting improvements.
Outputs: Operating Guardrails, P&L Uplift Baseline
Prerequisites: Access to CRM + Transaction logs + three working sessions with Sales/Finance leadership.
What the Pilot Covers
- One decision domain (e.g. pricing, key account terms, promotion eligibility)
- One executive owner Decision authority is explicit and documented
- One governed output A decision rule, price book, or approval logic
What Executives Walk Away With
A decision that no longer requires escalation
A single version of commercial truth for that decision
A repeatable control pattern — or a clear stop signal
Pattern-Level Credibility
Representative engagements across industries
UK Building Materials · £3B Revenue
National Account Pricing & Margin Protection
Decision Enabled: Restored financial authority over national account contract overrides.
The Build: Unified customer hierarchy across 47 fragmented branch systems.
Outcome: Margin leakage identified, pricing consistency restored across the enterprise.
US Industrial Distribution · $1.2B Revenue
Territory Planning & Whitespace Identification
Decision Enabled: Strategic GTM prioritization based on real wallet-share potential.
The Build: Parent-child hierarchy enrichment with cross-sell penetration analysis.
Outcome: 8–11% revenue lift in targeted accounts within the first year.
PE-Backed SaaS · $400M ARR
Board-Ready Forecasting & Budget Governance
Decision Enabled: Unified planning sessions with agreed-upon confidence intervals.
The Build: Metric reconciliation layer between Sales, Marketing, and Finance.
Outcome: Forecast debates reduced from days to hours; board confidence restored.
Big Box Retail · $15B Revenue
Labour Forecasting & OpEx Governance
Decision Enabled: Shift-level labour allocation based on unified demand signals.
The Build: Signal ingestion layer reconciling POS, Footfall, and Staffing logs.
Outcome: 4% OpEx reduction through elimination of manual shift-scheduling heuristics.
Representative patterns and engagements. All client details anonymized.
Pattern-Level Credibility
How recurring failure patterns surface in real commercial decisions.
National Pricing & Discounting
The "Local Optimization" Trap
Regional pricing logic overrides national margin targets.
- National accounts get local discounts they shouldn't qualify for
- Margin leakage is invisible until month-end aggregation
Stabilized: Unified price book with automated margin guardrails.
Strategic Account Management
The "Who is the Customer?" Conflict
Parent-child hierarchies are defined differently by Sales and
Finance.
- Risk exposure is calculated on the wrong entity level
- Global rebates are paid out on non-compliant local volume
Stabilized: Single economic entity definition across all systems.
Revenue Forecasting
The "Political Forecast" Cycle
Forecasts are negotiated opinions, not calculated probabilities.
- Board-level commits drift from pipeline reality
- Variance analysis is retroactive and manually reconciled
Stabilized: Algorithmic forecast baseline tied to pipeline truth.
Promotions & Programs
The "Ghost Promo" Effect
Trade spend is deployed without attribution to lift.
- Promotions run with no visibility into actual ROI
- Cannibalization of base volume is unmeasured
Stabilized: Closed-loop attribution for every commercial dollar.
Credibility & Operating Scale
Where these patterns have been observed in practice
- Multi-billion-dollar enterprises ($10B+ annual revenue)
- National and multi-region commercial organizations
- Complex pricing, customer hierarchy, and account structures
- Distributed sales, finance, and commercial governance
- Retail and wholesale distribution
- Construction and building-materials enterprises
These patterns emerge across industries and operating models — scale determines when they become unavoidable.
Start a Commercial Diagnostic
A focused 30-minute diagnostic to identify where commercial decisions lose coherence — across pricing, margin, and customer ownership — and what it would take to restore control.
Schedule a Commercial Diagnostic →