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b10 publishes ACE Framework to support connected commercial growth

Posted By:
b10

11th Jun 2026

b10 has published the ACE Framework, a Commercial Transformation Framework designed to help B2B organisations build more connected, measurable and increasingly autonomous commercial engines.

The ACE Framework has been developed around a practical challenge faced by many growing businesses:

revenue does not scale efficiently when the systems behind growth are fragmented. A company may have a website, CRM, marketing activity, sales process, operational workflow and customer relationships, yet still lack one connected commercial operating model.

For many businesses, commercial pressure is often experienced through visible symptoms. The website may not convert enough enquiries. CRM data may be unreliable. Sales follow-up may be inconsistent. Marketing activity may not connect clearly to pipeline. Operations may receive incomplete handoffs after a deal is won. Customer growth may depend on informal relationships rather than structured value management.

The ACE Framework is designed to help businesses look beyond those isolated symptoms and assess the commercial engine as a whole.

The ACE framework connects seven systems:

  1. Market Clarity,
  2. Demand Capture,
  3. Marketing Operations,
  4. Sales Operations,
  5. Commercial Operations,
  6. Customer Growth,
  7. Automation and Intelligence.

Together, these systems describe how an organisation creates demand, captures interest, converts appropriate revenue, fulfils the commercial promise and grows customer value.

b10’s approach places diagnosis before implementation. The Commercial Transformation Index, or CTI, is used as the diagnostic authority layer to assess maturity across the 10 commercial domains, benchmarking your commercial maturity against the industry. ACE then provides the framework for design, implementation, connection, automation, operation and optimisation.

This distinction is important for businesses investing in commercial improvement. A CRM implementation, website rebuild, automation project or marketing campaign can all be useful. However, each investment creates more value when it forms part of a connected commercial operating model.

The “autonomous” element of ACE does not mean removing human judgement. Instead, b10 defines autonomy as the governed reduction of avoidable manual intervention. This includes clearer workflows, better data, controlled automation, decision support, exception handling and ongoing review. Human ownership remains central, especially for material commercial decisions.

For businesses in Northern Ireland and the wider UK and Ireland market, the ACE framework is intended to support stronger commercial maturity, improved productivity, better visibility and more scalable growth. It is particularly relevant for B2B companies that already have demand but need better systems behind their revenue journey.

b10 will use the ACE Framework to support commercial transformation, managed services, CRM, sales process, automation, operations and customer growth work, while continuing to use CTI as the starting point for structured diagnosis.

Read the full article about the ACE Framework here