Activity, no close
Meetings and proposals happen. Win-rate does not move. Nobody can point to where the deal actually dies.
B2B commercial consulting · London
Stop guessing why deals don’t close.
We diagnose the commercial architecture of B2B companies and leave a plan your board can execute. No theatre. Evidence first.
Reply within 24 business hours. English and Spanish.
- +32% annual revenue
- +27% B2B closes
- Cycle 9 → 6 months
- Reference letters
If this sounds familiar
The problem isn’t “more leads”. It’s the system that converts.
Expansion by instinct
A new market, a trip, a spreadsheet. Margin absorbs the risk before revenue shows up.
Price war
The offer looks like everyone else’s. Buyers pick the discount. Positioning does not protect profitability.
Strategy in a drawer
You already paid a consultancy. A document landed. The sales team still runs the same way. No executable system.
Proof
Results a board can verify.
Don’t take a slogan. These numbers sit in letters from the companies’ own management. The director did the work — not a junior bench.
+32%
Annual revenue at B&B Asesores Financieros, as Commercial Director.
−60%
Sales-team turnover, same mandate.
+27%
Closed B2B opportunities at Talento Media, since 2013.
9→6
Months in the sales cycle on an expansion into Hispanic markets.
B&B Asesores Financieros · Lima
The commercial system, not more policies.
As Commercial Director (2016–2018) he owned marketing and sales P&L, a team of 12 and a USD 575,000 budget. The stall wasn’t “more visits”: the team sold product; the buyer was buying operational continuity. The process was rebuilt, three lines opened (cargo, mining, travel/accident), and turnover fell.
Talento Media · Panama
Twelve years. Same closing numbers.
Since 2013: campaigns grounded in buying behaviour, automation and B2B/B2C funnels. Audited by management: +32% qualified leads, +27% B2B closes, +18% B2C sales, brand consistency across 15+ markets.
B2B technology (DACH → LatAm / Spain) · Confidential
The cycle died at “we’ll think about it”.
Full pipeline, 9+ month cycle, high no-decision: buyers saw expensive engineering, not ROI. The story shifted to value and cost of inaction. Cycle to 6 months. No-decision −30%.
“His advice regularly leads to stronger policies and a more robust portfolio. We recommend him without reservation as an expert in business development in an international context.”
“His analytical view and practical approach to sales have been decisive for Talento Media’s growth. We recommend him for marketing, neuromarketing and commercial-consulting work in B2B or B2C.”
The entry offer
Commercial Diagnosis. 14 days. A deliverable you can use.
We don’t start with a six-month retainer. We start by seeing, with evidence, where friction lives and which three levers move the result.
From €900
Floor: a report to decide. If the case needs follow-through or a larger team, that is quoted separately. A single price for every mandate would be irresponsible.
- A map of the real commercial architecture: pipeline, roles, offer, friction.
- The 3 levers with the most impact on close rate, cycle time or margin.
- A 90-day roadmap a board can approve or reject with clarity.
- A documented decision on what not to do — so you don’t spend blind again.
Not an 80-page report to file. A diagnosis to decide.
I want the diagnosis
How we work
Three steps. The rest is earned.
01
30-minute assessment
A qualification conversation. If there is no real problem, we say so. If there is, we scope the diagnosis.
02
14-day diagnosis
Audit of commercial and operating architecture. Evidence, not instinct. A written deliverable. From €900, with a closed proposal before work starts.
03
Execution only if needed
Model, positioning or commercial intelligence are hired after the diagnosis. We don’t sell a five-item menu on day one.
After the diagnosis
What can follow. Never the other way around.
Anchors, not a menu. Scope (report vs. accompaniment) moves the price. Always a written proposal.
Business model and plan
From €2,200
A tactical roadmap to scale or enter a market without burning margin.
Commercial positioning
From €2,500
A high-value niche and differentiation that gets you out of price wars.
Commercial intelligence
From €1,400
Verifiable market signals, decision-makers and hidden friction in the sales process. In plain terms: information you can use next week.
Buying behaviour
From €3,500
Why the buyer says yes or no, and where the funnel leaks deals.
Who it’s for
Founders, CEOs and B2B commercial directors.
It fits if
- You have a sales motion and closing isn’t predictable.
- You’re expanding and won’t bet margin on instinct.
- You can decide in 14 days, not in an endless committee.
- You want a partner who diagnoses, not another deck.
We’re not for
- Anyone shopping for a generic 40-page plan.
- Anyone who wants “more ads” without touching the commercial system.
- Local consumer branding (barbershops, restaurants, spas).
- Anyone needing a day-to-day campaign agency.
Who does the work
Mauricio Baccante. Not an anonymous firm.
Apex Centauro Consulting Ltd is registered in London. The director is Mauricio Jonathan Baccante: Commercial Director of B&B Asesores Financieros (2016–2018) and adviser to that leadership since; partner to Talento Media since 2013. MBA in Commercial Management and Marketing, with a neuromarketing specialisation. Author of several books on sales and brand. Engagements are delivered remotely or on-site across Europe, the United States and Latin America.
Boutique consulting is bought for the person who walks into the conversation. There is no invisible partner committee. There is a diagnosis, a deliverable, and one accountable owner.
- Director
- Mauricio J. Baccante
- Legal seat
- London, United Kingdom
- Track
- B2B since 2013 · LatAm / Europe
- Languages
- English and Spanish
Authorship
Books by the director.
- Ventas 4.0
- Neurobranding & Neuromarketing
- El negocio de las ideas
- Marketing Centauro
- Véndelo
Questions
What usually blocks the decision.
Is the assessment free?+
Yes. Thirty minutes to see if there is a real problem. If we are not a fit, we say so.
What does the diagnosis cost?+
The diagnosis starts at €900. If more is needed after that: commercial intelligence from €1,400, business model and plan from €2,200, positioning from €2,500, buying behaviour from €3,500. A report is not the same job as accompaniment. You get a closed proposal, not an opaque retainer.
Do you work remotely?+
Yes. Most of the diagnosis is remote. On-site when the problem requires it, across Europe, the US or Latin America.
Who do I speak with?+
Mauricio Baccante, the firm’s director. No junior taking notes and a partner appearing at the end.
We’re small. Does this still apply?+
If there is a commercial system that already sells and is stuck, yes. If there is not yet an offer or customers, no. Diagnosis needs something to audit.
Do you do OSINT / intelligence?+
As support to the commercial system, not as theatre. In plain terms: finding decision-makers, hidden friction and verifiable market signals. Used when the diagnosis asks for it — not as an acronym menu.
Next step
Request the assessment. If there’s no case, we’ll say so.
Four fields are enough. We receive the request by email or WhatsApp and reply within 24 business hours.