MG-Zug Advisory works with mid-market B2B companies across Europe on three practice areas. Each engagement is scoped individually. The shape depends on your maturity, your team, and what you are trying to unlock.
Practice 1 — Customer Advocacy Programs
What it addresses
Most B2B companies underuse their installed base. Customer references are inconsistent, customer stories are ad-hoc, referral requests are informal, and the pipeline value of long-term customers is invisible to Sales. Customer Advocacy Programs make this systematic. How I work with you
- Program design and multi-year roadmap
- Team build and internal enablement
- Reference management system setup (Salesforce, RO Innovation, UserEvidence or equivalent)
- Customer story production pipeline (10+ per year is achievable)
- Peer-to-peer session frameworks
- Revitalization of dormant or fragmented programs
Typical engagement3 to 6 months, project-based, fixed-fee package.
Practice 2 — Voice of Customer & Advisory Boards
What it addressesProduct Advisory Boards and Executive Advisory Boards are powerful instruments when designed with intent, and expensive theatre when not. Voice of Customer programs are the same. This practice builds the ones that generate insight and stick, not the ones that generate meeting minutes.How I work with you
- Advisory Board charter design (Product Advisory, Executive Advisory, both)
- Member recruitment strategy and outreach
- Session facilitation, in person or hybrid
- Voice of Customer methodology design
- Coaching of internal facilitators
- Reporting frameworks that connect Advisory input to Product and Sales decisions
Typical engagement3 to 9 months for setup; ongoing retainer possible for facilitation and coaching.
Practice 3 — Program Sparring, Coaching & Event Support
What it addressesSometimes you already have a program, and you need a senior second opinion. Sometimes you have a senior marketer who needs a peer to think with. Sometimes you have an Advisory Board session or event that needs facilitation. This practice covers those punctual needs.How I work with you
- Senior marketer coaching (monthly retainer)
- Existing program critique with actionable recommendations
- Advisory Board session facilitation (per session)
- Customer event design and on-site support
Typical engagementMonthly retainer, per-session facilitation, or short project.
Working modalities
Engagements are structured as:
- Fixed-fee packages for program builds (typical range CHF 20,000 to 45,000 depending on scope)
- Day rates for advisory and facilitation
- Monthly retainers for ongoing coaching
Detailed pricing available on request during a first conversation. Every engagement starts with a scoping call, complimentary.Working languages: French (native), English (fluent), German (intermediate, C1 exam October 2026).