Growth stalls when teams run different logic.
David De Smedt helps C-level leaders in tech, industrial and global B2B align strategy, product, marketing and sales into one revenue system — with outcomes like doubling B2B revenue in a year (Samsung Electronics) and building a single commercial system across 27 countries (DS Smith).
Shared priorities across teams
Teams stop optimizing for competing goals and start pulling toward shared commercial outcomes.
Faster cross-team decisions
Leadership, marketing, and product make faster decisions because they're working from the same framework.
Clearer ownership, stronger execution
Plans move faster because ownership is clear across teams — not dependent on individual follow-through.
Compounding growth
When teams execute from shared logic, commercial impact compounds: each function reinforces the others rather than working around them.
What is the Clarity Engine?
Marketing, sales, and product don't fail individually. They fail to operate as one system.
The Clarity Engine — a structured alignment process developed through work with Samsung Electronics, DS Smith, and Kingston — realigns how decisions are made, how teams execute, and how growth starts to compound.
It works in three phases: diagnosing where alignment breaks down, aligning decision-making across leadership, and designing the shared execution framework teams run against.
Diagnose misalignment
Identify where teams are operating on different assumptions and why decisions keep getting reopened.
Align decisions
Create shared priorities and decision criteria across leadership, product, marketing and sales.
Design and run the system
Build the operating rhythm, ownership structure and execution framework that enables growth to compound.
An engagement typically begins with ...
... a diagnostic session mapping where strategy, marketing, sales, and product are operating on different logic. From there, alignment workshops and a shared execution framework are built with leadership teams — not handed to them. Most engagements run over three to six months, with the first measurable changes in decision speed visible within the first four to six weeks
Leaders who moved from stuck to aligned
Adrian Hiel Marketing Leader, DS Smith (now Director, Electrification Alliance)
"David successfully reinvented B2B marketing in a complex organization, introducing ABM, sales enablement and modern marketing into a traditional corporate environment."
Aligning marketing and sales across 27+ countries creating 1 sales system
Laurent EymardBusiness Manager Europe Components & Peripherals
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“David consistently identifies new market opportunities and turns them into tangible growth. His ability to structure vendor collaboration delivers results at scale.”
Building vendor momentum into more than €500K monthly revenue
Misalignment is expensive
Clarity is not a nice-to-have.
When strategy, marketing, sales, and product run on different logic, execution slows, decisions drift, and growth becomes harder than it should be.
McKinsey research has repeatedly shown that many transformation initiatives fail to achieve their intended outcomes, often because strategy and execution become disconnected.
In my own experience across Samsung Electronics, DS Smith, Kingston, and other global B2B organizations, the issue is rarely effort. It's alignment.
When alignment breaks down ->
- Teams work hard but pull in different directions
- Decisions stall or keep getting reopened
- Execution depends on individual effort, not shared logic
When clarity takes hold
- Teams move from opinion to shared logic
- Priorities become easier to defend and execute
- Growth starts compounding instead of leaking away
Signs your growth problem is actually an alignment problem
Your strategy is clear, but execution isn’t consistent across teams.
Each team makes sense on its own. Together, they don’t.
Positioning exists, but gets lost in handoffs.
More activity won’t fix this. Alignment will.
Alignment compounds everything
When product, marketing, sales, and leadership operate from shared priorities, each decision reinforces the next instead of creating friction.
At DS Smith, that alignment helped create a common commercial framework across 27+ countries.
- Priorities compete instead of align
- Decisions stall or keep getting reopened
- Execution slows at every handoff
- Execution sharpens across teams
- Friction drops between functions
- Commercial momentum builds
- Market impact becomes consistent
What changes when your system realigns
One company. One story.
Everyone communicates the same positioning across markets and roles
Decisions align faster and stick
Leadership aligns once, and teams execute without friction
Strategy shows up in execution, daily
Marketing, sales, and product reinforce each other daily
Built from inside the complexity
After 20+ years leading growth, transformation, and commercial initiatives across global B2B organizations, I learned that most companies do not suffer from a lack of marketing.
They suffer from disconnected systems.
"I help leadership teams reconnect strategy, marketing, sales, and execution so growth becomes clearer, more aligned, and easier to scale."
David DeSmedt
Fix what’s breaking your growth
For leadership teams ready to align strategy, marketing, sales, and product into one system.