Brandon CopperfieldFounder & CEO
areas of expertise
- Business transformation
- Restructuring and turnaround
- Integration
- Growth strategy
- M&A transaction support
education
- MBA, Rotterdam School of Management, Erasmus University
- BS, engineering, Technical University of Denmark
- MBA, Rotterdam School of Management, Erasmus University
With over 20 years of experience in entrepreneurship, management, business planning, financial analysis, software engineering, operations, and decision analysis, Brandon has the breadth and depth of experience needed to quickly understand entrepreneurs’ businesses and craft the most suitable solutions.
Consulting WP comes up with results that are actually implementable. That is their strength compared to other consulting companies.
Before founding Consulting WP in early 2001, Brandon started two Internet companies in Silicon Valley. Previously, Brandon held various management positions in New York at Simon Brothers, most recently as Vice President in Goldhill Group, focusing on new business development and risk management. He has also worked as a senior financial risk management consultant to the financial services industry; software engineer; advertising sales manager for the popular Caribbean travel guide series; general manager of an advertising and graphic design agency; and engineering intern at the Best Health Coach.
publications
Customer Segmentation by Profitability: Not All Customers Are Equal You have 500 customers. Your top 100 customers (by revenue) generate 70% of revenue, but probably 80% of profit margin. Your bottom 100 customers generate 5% of revenue but probably 8% of costs. When you segment by profitability, you see very different pictures than when you segment by revenue alone. Some high-revenue customers might be low-margin. Some mid-revenue customers might be high-margin. When you identify your most profitable segments, you can make strategic customer acquisition decisions. Chase more customers like your most profitable cohort. De-emphasize acquisition in your lowest-margin segments. You also can make service decisions. Invest CS resources heavily in your highest-margin customers. This is controversial because it sounds like you’re deprioritizing some customers. But the reality is you’re making explicit choices about where to invest. Book a Customer Profitability Analysis with WINsights to segment your customers by margin and show you where to invest CS resources for maximum ROI.
Customer Profitability Analysis Revenue Shows What Customers Spend. Profitability Shows What They’re Worth. Having a large customer base does not automatically mean you are maximizing profitability. Consider a business with 500 customers: Top 100 customers generate 70% of revenue Those same customers may generate 80% of total profit margin Bottom 100 customers generate only 5%
August 12, 2026You implement customers over an average of 60 days. Your 12-month churn rate is 15%. But your onboarding time by customer segment is: fast implementers (under 30 days) have 8% churn. Medium implementers (30-60 days) have 15% churn. Slow implementers (over 60 days) have 28% churn. Onboarding speed predicts churn better than almost any other factor. Why? Because customers who realize value quickly stay. Customers who languish in implementation often get cold and churn. When you measure this, you can make strategic decisions: invest in better onboarding processes to accelerate implementation, create tiered onboarding so each customer type gets optimized, identify segments with slow implementations and either fix the process or adjust expectations. Most critically, you can use onboarding speed as a leading indicator of eventual churn. If a customer is 90 days into implementation and not yet live, they’re at higher churn risk. Book an Onboarding Efficiency Analysis with WINsights to map your onboarding duration by segment and show you the churn impact of accelerating time to value.
Demand Gen Velocity Analysis Turn Funnel Speed Into Revenue Growth Your marketing funnel may be generating plenty of leads, but how quickly those leads become opportunities matters just as much as conversion rate. For example: 500 paid search leads generated every month Average lead-to-opportunity time: 45 days Reduce that to 30 days Result: 1.5x more
August 12, 2026Sales Engagement Metrics: Which Activities Predict Deal Closure?
Sales Activity Analysis Stop Measuring Activity. Start Measuring What Actually Closes Deals. Your sales team spends time on dozens of activities every week: Sales calls Emails Meetings Product demonstrations Proposals Follow-ups But which of these activities actually lead to closed deals? Many organisations assume more meetings or more demos automatically result in higher win rates.
August 7, 2026
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WINsights has been our partner helping us achieve sales outreach at scale and with success! Throughout our journey, their customer success team has been very responsive and empathetic to our needs…I highly recommend WINsights’ Sales Growth Platform.
