Watch the testimonial from founder Phil de Gruchy:
The Challenge
Blue Llama had identified a growing opportunity within the AI market.
Whilst they were already helping clients explore and implement AI solutions, there was an opportunity to move beyond one-off projects and create a more strategic, long-term service that solved a larger business problem.
The challenge was not simply defining a new service. It was creating a clear proposition that clients could easily understand, that the sales team could confidently sell, and that could be delivered consistently as the offering grew.
Blue Llama wanted to develop a structured AI transformation model that clearly articulated the value they provided, established a repeatable sales process, and positioned them differently from traditional AI implementation agencies.
Our Approach
We worked with Blue Llama to design and document a complete service blueprint for their new AI leadership offering, Delegate.
The focus was on creating clarity around:
- Who the service is for
- The business problems it solves
- How it should be positioned
- The client journey from first conversation through to long-term engagement
- The commercial structure
- The key messages used throughout the sales process
- How it should be sold
The objective was to create a repeatable model that could support both sales and delivery whilst differentiating Blue Llama in a crowded AI market.
What We Delivered
Service Positioning Framework
A clear positioning strategy that reframed Delegate from a collection of AI projects into an outsourced AI leadership function.
This gave Blue Llama a stronger and more distinctive market position, helping clients understand the value of ongoing AI ownership, governance and optimisation rather than isolated implementations.
AI Transformation Model
A documented client journey covering the full lifecycle from discovery and assessment through to long-term AI leadership and continuous improvement.
This provided a structured framework for both sales conversations and future delivery.
Service Architecture
A complete breakdown of the Delegate model, including its core pillars, service components, responsibilities and ongoing engagement structure.
This created greater consistency in how the service could be explained, sold and delivered.
Commercial Model
A recommended commercial framework covering engagement structure, retained capacity, strategic oversight, delivery allocation and long-term partnership design.
The result was a clearer and more scalable commercial model aligned with the value being delivered.
Sales Messaging & Enablement
A set of key messages, positioning statements and sales guidance designed to help Blue Llama communicate the offer consistently across proposals, presentations and client conversations.
This ensured the service could be presented with confidence by the wider team.
Service Delivery Process
Alongside the positioning and commercial model, we designed the operational framework required to support Delegate in practice. This included mapping the client journey, defining the discovery and onboarding process, and establishing how opportunities are prioritised and delivered. This ensured Delegate was not simply a well-positioned offer, but a repeatable service that could be consistently sold, delivered and scaled.
The Outcome
Blue Llama now has a clearly defined AI leadership offering that can be consistently positioned, sold and delivered.
The project transformed Delegate from an idea into a structured commercial offering, providing a clear narrative for prospects, a repeatable sales framework for the team, and a scalable foundation for future growth.
By defining the positioning, client journey, commercial model and core messaging, Blue Llama is now able to present Delegate as a strategic AI partnership rather than a collection of individual AI projects.
“Working with Kelly has made a real difference to how we think about our business. Our service offering is much more clearly defined, our sales process is more structured, and I feel far more confident going into sales conversations. One of the biggest benefits was having someone from the outside look at our business and identify things we simply couldn’t see ourselves. If you’ve got processes that work but know they could be more organised and scalable, and you don’t have the time to document and improve them yourself, I’d definitely recommend Clearway.”
Phil de Gruchy, Founder — Blue Llama
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