Press Release
A New Standard for Pre-Sales Strategy: Maison IX Introduces Sales-Based Research
April 2026
Most B2B organizations focus on improving how they sell. Fewer address a more fundamental issue: how they decide where to compete in the first place.
Maison IX Advisors, founded by Nicole Lambert, introduces Sales-Based Research, a structured commercial approach designed to improve opportunity selection, stakeholder alignment, and market interpretation before sales execution begins.
Delivered through the Smarter Selling Through Market Research workshop and advisory programs, the framework helps commercial teams operating in complex environments move from reactive selling to deliberate, insight-driven decision-making.
Drawing on experience across healthcare, life sciences, and institutional markets, the approach addresses a common pattern: organizations invest heavily in pipeline activity without sufficient clarity on market dynamics, strategic fit, or stakeholder influence, leading to inefficiency and missed opportunities.
“The quality of a sales outcome is largely determined before a conversation even begins. When teams lack structured market understanding, they are forced to compensate later, often at a high cost.”
— Nicole Lambert, Founder, Maison IX Advisors
The program is designed for organizations facing long sales cycles, multiple decision-makers, and evolving demand, where early-stage judgment has a disproportionate impact on performance.
Early collaboration with Graham Howieson has supported initial program refinement and discussions around broader market access, particularly within European training networks.
“What stands out is the discipline this bring to commercial thinking. It gives teams a way to interpret markets more rigorously before committing time and resources.”
— Graham Howieson, Strategic Advisor (Europe)
Maison IX Advisors will offer the program through direct client engagements and selected training partnerships, with additional formats in development.
For additional information, visit maisonixadvisors.com or contact directly.
About Maison IX Advisors
Maison IX Advisors is a boutique advisory firm focused on integrating structured market research into commercial decision-making in complex B2B environments.
Contact
Nicole Lambert | nicole@maisonixadvisors.com