From in-house success to regional growth partner: John Good Group launches Methods

John Good Group launched Methods, a dedicated B2B go-to-market team created to help ambitious businesses unlock sustainable growth.

Methods was born from a simple reality: the Group’s internal go-to-market capability had become a genuine engine of growth, generating new revenue streams for its operational businesses. Over time, it became clear that the same structured approach, pace and commercial focus could help other B2B organisations across the region, not just those inside the Group.

But Methods is not positioning itself as “another marketing agency”.

Instead, it sits in the space many businesses struggle to fill: between leadership ambition, the in-house team that needs a clear framework, and the specialist channel partners required to execute at pace.

A different kind of growth partner

For many B2B organisations, marketing can become a series of disconnected activities: campaigns that do not ladder up to a commercial plan, messaging that is not anchored in a straightforward proposition, and spend that feels hard to justify when targets get tighter.

Methods exist to change that.

Rich Quelch, Go-to-market Director at Methods, explains:
“Too many companies still see go-to-market as a sales team role. It isn’t. A comprehensive go-to-market, built on a strong proposition, is the methods to realising growth.”

The team’s starting point is rarely “more marketing”. It is clarity.

• Who are we for?
• What do we uniquely solve?
• Why should the market choose us now?
• What does success look like commercially, and how will we measure it?

From there, Methods builds the frameworks that help in-house teams execute consistently and confidently, with the right partners around them.

Coaching in-house teams, not replacing them

Methods are designed to strengthen internal capability, not sideline it.

That means getting close to the people responsible for delivery, coaching them, setting the rhythm, and installing practical systems that make progress visible week by week. The work often includes proposition development, audience definition, messaging architecture, go-to-market planning, commercial funnel design, and marketing and sales alignment.

Then, when the plan is clear, Methods helps integrate the right specialist support, whether that is performance marketing, content, creative, web, PR, CRM, video, events, or partner marketing.

The difference is accountability. Methods do not throw work over the fence. It stays close, keeps teams aligned, and ensures channel execution is connected to commercial outcomes.

The “uncomfortableness” that creates momentum

A partnership of experience across agency and in-house leadership leads methods.

Rich Quelch and Phill, Strategic Creative Director, bring 40 years of combined experience spanning marketing agency life and client-side roles. That blend is intentional. It creates, as Rich describes an unusual but valuable dynamic: the ability to challenge both the in-house function and the wider commercial team with empathy, without excuses.

“We’ve lived on both sides,” Rich says. “So we know what it feels like inside a business when the pressure is on, and we know how easy it is for marketing spend to drift away from growth. We bring the uncomfortableness that helps teams ask the harder questions, then move forward with confidence.”

It is a straight-talking approach, rooted in ambition and focused on building something that lasts, not simply producing outputs.

Consultancy, coaching, or a long-term seat at the table

Methods offer flexible ways to work, depending on what a business needs.

Some engage Methods as a full consultancy partner to build a go-to-market plan and implement the foundations. Others want coaching and frameworks that empower their internal team. For leadership teams looking for ongoing guidance and challenge, Methods can also support through advisory and non-executive roles.

Across every engagement, the aim is the same: help B2B companies turn marketing into a commercial engine, aligned with sales, grounded in a strong proposition, and delivered in a sustainable way.

Growth, delivered the right way.

Methods is built for businesses that want growth, but not at any cost. It is for leadership teams who wish to have clarity, pace, and confidence in the decisions they are making, and who see go-to-market as a capability to build, not a problem to outsource.

As Rich puts it:
“Marketing can be the engine of any business, if it’s delivered correctly. When the proposition is clear, and the go-to-market is joined up, growth stops being a hope and becomes a plan.”