New vertical. New ICP. New pipeline, from standing start.
Expleo's life sciences vertical had the delivery capability but lacked the GTM architecture to pursue the market systematically. Magnus designed the Where to Play foundation and the commercial motion to execute from it.
From delivery capability to market-ready commercial system.
Context
Expleo had significant engineering and technology capability directly relevant to life sciences clients. What it lacked was a structured GTM approach: a defined ICP, a commercial narrative, and a demand generation programme that could turn that capability into pipeline at pace. Without these foundations, the vertical was dependent on referral and relationship, not a repeatable commercial system capable of driving growth by design.
Reframe
The question shifted from 'can we serve life sciences?' to 'where specifically, for whom, and with what proposition?' Building the vertical GTM required first building the Where to Play foundation — identifying the sub-sectors, buyer types, and commercial triggers where Expleo's capability and the market opportunity intersected most strongly. Without that architecture, any programme would be built on assumption.
Solution
Magnus sized and segmented the life sciences market opportunity for Expleo, identifying the sub-sectors, geographies, and buyer profiles where the commercial opportunity was strongest. From that foundation, the ICP was defined — the specific decision-making structures and commercial triggers Expleo's proposition was best positioned to address — and a differentiated commercial narrative was built to match.
Innovation
The GTM programme was designed around the ICP from the outset — with a defined channel mix, pipeline metrics, and commercial operating model built to pursue life sciences buyers the way they actually make decisions. Rather than adapting existing Expleo materials for a new vertical, Magnus built the narrative, the messaging architecture, and the programme from the life sciences ICP upward, ensuring every element of the commercial system was specific to this market.
Impact
Expleo's life sciences vertical moved from a standing start to a pipeline-generating programme. The Where to Play architecture provided the commercial confidence to pursue the vertical systematically, with a defined ICP, a differentiated narrative, and a structured demand generation programme replacing the referral and relationship model that had previously limited growth.
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