Type 2 Consulting works with B2B companies to identify how they can deliver higher value to their customers, and perform as true business partners.  

Our outcomes-based approach uses proprietary frameworks for developing distinctive customer value propositions (S.A.V.E) and for quantifying the impact of our clients’ products and services on the financial performance of their customers (B.A.S.E).

Value Creation and Value Capture

Understanding how to deliver distinctive value and to which customers is the essence of business strategy.  Doing so consistently over time requires a deep appreciation for what customers value (marketing) and how to align your cost structure to deliver that value (finance).

Using our S.A.V.E (Solution; Access; Value; Education) framework, we identify the components of what represents a compelling and sustainable value proposition to customers.  Our B.A.S.E  (Business Analysis of Sector Economics) methodology establishes the scale of the value that customers can expect to unlock through the use of our clients’ products and services, and provides an objective benchmark on value creation relative to peers and the industry sector.

T2’s “sweet spot” is working with B2B companies with revenues in the $1BN to $5BN range, strong product/service offerings, well-run operations, and an internal culture that is skeptical about the business value of marketing.

We have an impressive track record of helping our B2B clients evolve from having a transaction-based vendor relationships with their customers to having trust-based relationships focused on shared value creation.


S.A.V.E – our distinctive approach to helping B2B companies evolve into solution-focused strategic partners – was profiled in Harvard Business Review’s January 2013 edition.


We place heavy emphasis on being at the forefront of thinking on the topics most relevant to the business impact of branding. For a link to our published articles, click for more.