Most Technology Scale-Ups do not lose momentum because of the team, the product, or the ambition behind the business. They lose momentum because they do not have the right support for this stage of growth.
Agencies provide execution. Consultants provide advice. Internal teams build capability over time. Scale-Ups often need all three at once: practical expertise, specialist depth, and the ability to build lasting capability as the business evolves.
That combination is surprisingly difficult to find.
Coriolis was created to fill the gap.
A Build-and-Transfer Marketing Partner designed specifically for the Scale-Up phase.
Over three decades I have worked inside global brands, technology companies, and ambitious growth businesses.
The industries were different. The products were different. The growth challenges were remarkably familiar.
The organizations that sustain momentum are rarely the ones with the biggest budgets, the most people, or the strongest early success. They are the ones that recognize when old ways of working have stopped serving the next stage of growth.
These growth principles became the foundation of Coriolis:
Growth rarely stops overnight. Momentum slows gradually as the systems, support, and ways of working that drove early success begin to create friction.
More activity layered onto the wrong operating model creates complexity, not momentum. Sustainable growth requires systems, alignment, and capability.
No business can depend indefinitely on a handful of talented individuals carrying the load. The businesses that scale successfully build systems that make success repeatable.
The goal should never be dependency. Lasting value comes from building capability that remains inside the business long after the engagement ends.
Simon McPhillips, Founder & CEO
Cambridge MBA • P&G-trained brand management • Cannes Gold Lion (2009) • WPP Award for Econometrics (2009) • B2B Marketing Awards AI shortlist (2024)
At Ericsson, I faced a familiar challenge: how does marketing drive growth in a commercially demanding business unit?
The answer was to embed senior marketing leaders directly inside individual business units. In addition to marketers, they became commercial partners, understanding customer relationships, revenue targets, and competitive pressures well enough to sit at the leadership table.
Around each marketing leader sat a network of marketing specialists, brought in when needed and coordinated through a single accountable lead. The model flexed with the business rather than relying on fixed overhead.
The result was a marketing function that operated closer to the customer, closer to revenue, and closer to the decisions that drive growth. Some strategic accounts achieved year-on-year growth exceeding 40%, while marketing became an integrated part of the business rather than a service provided to it.
That model became the foundation of Coriolis.
A Senior Partner. Specialist expertise on demand. Built to transfer capability, not create dependency.
Agencies sell you their team and their time. We build your team and transfer the capability. Agencies create dependency by design; we are structured to hand things over to you. The economics are different too — no retainers, no lock-in, no overhead you're paying for whether you use it or not.
Every engagement defines success metrics upfront. These typically include business outcomes, pipeline performance, marketing effectiveness, and capability transfer milestones. We agree the measures at the start and report against them throughout.
Engagements are scoped around outcomes and capability requirements, not retainers. Every Scale-Up is different, so every engagement is different. Following an initial conversation, we will provide a clear scope, timeline, and investment range.
A dedicated Senior Partner leads every engagement from day one. They hold a single point of accountability, understand your business in full, and coordinate specialist expertise as required. You always know who is responsible for outcomes.
Many support models rely on long-term dependency. Coriolis is designed around the opposite principle. Transfer is built into every engagement from the start. Everything we build is designed to be handed over: the knowledge, the systems, the processes, and the playbooks. The goal is a business that owns its marketing capability long after we leave.
The Scale-Up stage presents a unique set of challenges. The pace is faster, resources are tighter, and the consequences of getting it wrong are greater. The support available rarely matches the stage.
Coriolis was designed specifically for this moment. From the operating model to the specialist network, everything is built around helping Technology Scale-Ups build the systems, support, and capability required for the next stage of growth.
The Coriolis Effect describes how unseen forces alter the path of objects in motion.
Scale-Ups face the same reality. Hidden friction, misalignment, and outdated ways of working can gradually pull a business off course.
Coriolis exists to identify those forces, build the systems that remove them, and help businesses navigate the next stage of growth.
That’s why we’re called Coriolis.
