Hexdon

Hexdon is a customer retention consultancy. We help Marketing & Sales leaders to increase their impact with customer & market insight that spotlights where to play and how to win.

• Customer & Market Research that delivers strategic and operational insight on where to play and how to win.
• CX & Engagement initiatives that deliver meaningful ROI
• Increase your credibility with the board

Client List: Samsung, Evans UK, City Chic (ASX:CCX), Bioniq, The Sydney Marathon, SPRHRA, The DMA

Founder & Director, Customer Retention Officer

Samsung Electronics

Enabling People, Data and Insight at the heart of Samsung Europe so their flagship launches acquire and retain customers while growing market share.

DataIQ 100 Alumni, and 2x DataIQ Awards.

Increasing data literacy was at the heart of my motivation to succeed in this role. I lead data innovation with the European Office in collaboration with Samsung country markets as part of the the European Consumer & Market Insights team.
 
* Support Samsung Europe flagship product launches from S8 through to Note10, with consumer centric data driven best practice, partnering with the best in the industry (Google, Starcom, Kantar, Cheil, Adam&Eve etc).
* Define and deliver against the European Consumer & Market Analytics Roadmap.
* Scope, design, develop, deliver & lead the European Business Intelligence Platform called smartBI (powered by QlikSense) and rolled it out across Europe.
* Implemented solutions for Samsung President and teams across Executive, Retail, Commercial, Consumer, Market and Product Campaign pillars
* Implemented Samsung's Knowledge Management Platform called smartHub. 
* Increase data literacy through transformation programmes across our European Subsidiaries.
* Work with agencies to deliver a consistent consumer segmentation framework, informing product design through to campaign execution through the line.
* Support the European Consumer Data Strategy project in readiness for GDPR coming into effect in May 2018.
* Lead governance with the European DMP, increasing ROI across the markets.
* Keynote speaker at Qlik's annual Data Revolution Tour.

European Head of Data Innovation

Havas helia

An exciting move to marketing and advertising agency land. This is an opportunity to exercise my craft, implementing best practice with key clients - easyJet and Westfield.

At Havas helia, we use data, technology, intuition and creativity to connect people to brands in a meaningful way.

We call this a smarter art.

Planning Director

Super Retail Group

Australia's largest and most loved sports & leisure group. Initially appointed Customer Insight & Data Strategy Manager, in November 2013 I was promoted to Head of Digital & Data with accountability for the development of strategy and execution across SRG Sports with a focus on iconic sports brands. I delivered customer insights and identified profitable multi-channel customer segments to maximise ROI and delivered econometric modelling solutions to shift spend towards digital channels. I was also responsible for supporting marketing integration following the acquisition of Rebel Group and leading the implementation of SAP. Providing leadership to 30+ reports, I developed KPIs and team dashboards to drive a high performance culture, improve campaign performance and revenue. 


•	Realised significant performance improvements during my tenure including 91% growth in online traffic, 27% active member growth and eDM ROI of over 1500%;
•	Delivered Web and Customer streams as part of an enterprise SAP implementation, successfully managing significant transformation affecting people, process and systems;
•	Led the Customer Service Team through high intensity ecommerce trading periods and expanded the team by 600% to meet SLA expectations as defined in the customer charter.
•	Owned the closed loop customer feedback program and in collaboration with Retail Operations, grew NPS from 10% to 50% within 3 years.

Head of Digital & Data - Sports Retailing

In this role, I manage eCommerce, CRM Insights and Analytics and Customer Service teams. 

This role also includes responsibility as the Business Lead for the SAP CRM / Web project stream, which falls in-line with the wider SAP integration into Super Retail Group.

Customer Insight & Data Strategy Manager

Specialty Fashion Group

Starting as Data Analyst reporting to the GM – Marketing, I progressed to Group Data Strategist in March 2010 and was promoted to Group Loyalty & Analytics Manager in January 2012. Responsible for the Customer data strategy, analytics and insights across the Brands, I was also accountable for the implementation of brand loyalty programmes across the business. I also consulted with Brand GMs on delivering direct and digital marketing strategies to improve commercial performance. Providing expert knowledge and guidance to Brands across the Group, I developed strategic roadmaps detailing recommendations on programme launches, customer engagement and IT infrastructure to support timely campaign delivery and maximise ROI. A key focus in this role was building strong relationships across business functions to successfully manage the shift towards omni-channel retail and ecommerce.

•	Delivered omni-channel capability that enabled the analysis of campaigning for 7 million brand loyalty members;
•	Improvement of campaign analytics and utilisation of insights delivered a 50% reduction in distribution, whilst maintaining sales and margin targets;
•	Implemented data utilisation best practice and data governance resulting in eDM campaign ROI surpassing 1900%;
•	Winner of the 2012 Cross Channel Analytics Retail Touch Points Customer Engagement Award.

Group Loyalty & Analytics Manager

Group Data Strategist

Data Analyst

Sterling Financial

In this operations role, I took full responsibility for leading the set-up of a BPO entity for Sterling called “Canto” managing all aspects including recruitment, client management and process development. My mandate was to realise operational cost savings and tap into local and international market opportunities for the wider company by facilitating the transfer of work to a lower cost location, whilst establishing an APAC presence. 

•	Increased accuracy of client work to 98% whilst reducing London-Chennai turnaround time to 4 hours;
•	Achieved operational cost savings to reduce client costs by 28% which secured our competitiveness and stable revenue performance at a time of print market decline.

Head of Operations - Canto

Crossword Graphics Ltd / Digital Creative Services

Leading the production operations of a Financial Services print and publishing company, I was accountable for managing client relationships to secure the existing and future performance of the business. With a shared ownership for P&L, I also contributed to sales, negotiations, account management and business development strategies. 

•	Built new IT infrastructure, implementing a package that realised 40% faster delivery to clients;
•	Increased and diversified client base by identifying and securing large clients and upselling work across the existing client portfolio.

Director

I Help Consumer Brand Leaders Boost the 'R' in CRM | Retention » Relationships » Revenue | DTC, eCommerce, Retail

Hello ► Marketing & Sales leaders come to me to help them fix their CRM woes and turn it in to business value.

At Hexdon, we address this challenge with our focus on customers, data, insight and action at the heart.  And Technology. Clay, OpenAI, Anthropic, LinkedIn, HubSpot etc are at the core.

Example results (B2B) utilising HexdonIQ’s tech stack:

📈 Delivered 403 warm leads to a client in 3 months
📈 Scored 20k accounts with relevant tiering & value in 24 hours
📈 Mapped out GTM strategy and operations
📈 Applied research agents so sales can focus on high value relationships.

Expanding on the challenge ►
Your CRM data is going stale as you read this.  Bad CRM data = bad sales. 
This means you need to:

1. Place customer centricity at the heart. 
2. Leverage data & technology to enrich & enhance.
3. Create intent based actions to increase sales pipeline velocity.

⚡️ DM me and share your challenge. 
🤝 I'll share my framework for you to do it yourself.
🚀 And if you need help, I'm here to help you accelerate to win.

Recognition ► After a successful stint as European Head of Data Innovation at Samsung Europe where I led the European Marketing team to 2x DataIQ Awards and featured in the DataIQ 100, it felt like the time to do more: take my passion for customers and data and apply my energy to help B2B businesses to win.

Customer Centric ► At Hexdon, we've worked with organisations large and small between London and Sydney over 20 years and know that when you truly love your customers, they love you back. This is why understanding them and the market in which your Brand meets them is so important.

Follow Me ► We share common challenges that leaders like you face along with fuel for thought on how to overcome them.

Let's Talk ► Scroll to the Top Of Page, or the Featured Section or Email me at hello@hexdon.com.

Daryl D'Cruz

Decode Insights

We give teams insights into what buyers won’t say directly to your face. 

They tell us, an unbiased 3rd party what they can’t (or are too afraid to) articulate on their own.

Through 1:1 conversations, we surface the subconscious doubts, quiet deal-breakers, and unmet expectations that derail deals.

We speak with:
→ Lost buyers
→ Ghosted buyers
→ Existing customers
→ At-risk customers
→ Churned customers

To get clarity into what's going wrong, why, and how to fix it

Our clients use our insights to:
→ Re-engage deals with truth-based follow-up
→ Boost win rates by removing unseen friction
→ Fix what’s killing deals you should be winning
→ Catch churn risks before they surface
→ Strengthen retention
→ Improve forecast accuracy with fewer blind spots
→ Recover revenue that should already be theirs

Founder & CEO 

GreenX Co.

Built and scaled a digital marketing agency. 

Helped 50+ businesses drive traffic and convert leads.

Achieved a 95% client retention rate. 

Services provided:
- Social Media Management
- Brand Design & Strategy
- Website Development
- Copywriting
- Search Engine Optimization (SEO)

Our unique approach:
We integrated in-depth customer discovery into our process—conducting 1:1 interviews with our clients' customers to uncover what truly drives engagement and conversions.

We built this methodology because we knew that hearing directly from customers about the real value they receive leads to more effective marketing and clarity. 

I started Decode Insights because of this highly impactful unique customer discovery method.

Co-Founder

Welo Probiotics

Led GTM across Canada. 

We sold granola bars. 8 different SKUs.

In the most competitive category. 

And I managed over 100+ retailers and distributors. 

I also uncovered product and marketing gaps / opportunities after conducting buyer interviews. 

Insights led to:
- Repackaging
- Repositioning
- Rebranding 
- New pricing
- New product formula

Changes led to:
+44% revenue growth
+110% distribution growth
+300% velocity across retail and e-commerce platforms.

These were the beginnings of understanding the value of listening to happy (and unhappy) buyers.

Head of Sales

Elte

Worked with Canada’s premier luxury interior design brand.

Mastered the art of uncovering what truly influences customer decisions. 

- Led the marketing team to execute omnichannel promotional strategies, increasing in-store sales by 40%.
- Analyzed online purchase behavior & user experience, uncovering key friction points that led to a 10% sales lift.
- Learned firsthand how small details shape big decisions—a principle that now drives my work in customer insights.

This experience reinforced what I do today: digging deeper to uncover the “why” behind customer actions—because the details always tell the real story.

Ecommerce and Marketing Associate

Recover Revenue | Boost Win Rates | Reduce Churn | Founder @Decode Insights – Getting into the minds of your buyers

The biggest revenue blockers are invisible. Why? 

Because buyers won’t tell you what they’re really thinking to your face. 

But they’ll tell us, an unbiased 3rd party what they can’t (or are too afraid to) articulate on their own.

▪️What We Do:
I’m the founder of Decode Insights, and we call up your lost leads/buyers to surface the subconscious doubts, quiet deal-breakers, and unmet expectations that causes deals to die. 

▪️We speak with:
→ Lost buyers
→ Ghosted buyers
→ Stalled buyers
→ Existing customers
→ At-risk customers
→ Churned customers

▪️You’ll Get:
→ An understanding of buyers’ decision making process
→ Buyers’ true hesitations and unsaid objections
→ Clarity on what's causing deals to slip, and how to drive urgency and retention

▪️Use it to:
→ Re-engage deals with truth-based follow-up
→ Boost win rates by removing unseen friction
→ Fix what’s killing deals you should be winning
→ Catch churn risks before they surface
→ Strengthen retention
→ Improve forecast accuracy with fewer blind spots
→ Recover revenue that should already be theirs

▪️Who we’ve helped:
→ Monday.com
→ Coralogix
→ Taboola
→ Dealfront

▪️Contact: 
Reach out over LinkedIn, email (yael@decodeinsights.com) or find some time on my calendar for a chat to learn more about what we do, who we’ve helped and expected results. 

https://calendly.com/yaelmorris_/meeting

Yael Morris

I never imagined I’d be sharing this publicly:
I’m building tech.

When I first started Decode, I was building powerpoint decks and reports for every client.

Each one had to wait until we spoke with enough of their buyers or customers to present the insights.
It took weeks.
And it was tedious, manual, and unscalable.

Now?
Every single time we speak with our clients lost buyer or customer, all we do is upload the conversation recording to the platform, and the technology does the rest.

What do our clients get?
1. Immediate access to the conversation recording
2. Immediate access to the transcript
3. Immediate access to the summary & quotes (buyer context, pain points, why they didn’t move forward, what would make them reconsider, and next steps to improve win rates etc. )
4. Synthesized key themes behind why deals are lost
5. Specific recommendations on what to change
6. A clear view of how much pipeline has been recovered ($$$)
7. 10x more intimate truth on what really matters to their customers and buyers 

What used to take weeks of waiting and manual decks now happens in real time.

The outcome?
Revenue teams and leadership don’t just learn why deals were lost and how to win the next one.
They get the information about their market via a highly organized, digestible medium.
And they see it instantly. 

That’s what this platform is about: making first hand buyer visibility instant, usable, and a source of truth that's reliable for decision making. 

Huge shout out to the incredible Oriel Swisa for helping me take this technology to the next level (we're just at the beginning), and to Almog Elmaliah, who introduced us and has been by my side from the very start.

Watch the 90s walkthrough 👇
https://lnkd.in/ew4Zs5Rj

Helping mid-market SaaS leaders uncover why deals are really lost via 3rd-party conversations with closed-lost & churned customers | Preventing Churn | Stopping Revenue Leaks | Removing Blindspots | CEO @Decode Insights

Ran into this rocker on the street. 

David Turan Webb is building the next best solution for food & bev waste. 

Currently raising pre-seed.

Highly recommend if you’re an investor.

(And he has the best sunglasses collection out there) 😎

No alternative text description for this image

Today I showed the VP of Sales the real reason they lost a deal.

Her response?

“I’m completely shocked.”

Silence.

I asked, “What surprises you?”

She said:
“That’s just not the story we heard from them at all. They told us it was a lack of budget, and to circle back in a few months." 

It was a safe excuse - the kind buyers use to avoid hard conversations.

Happens all the time.

Prospects say “no budget” when it’s really about trust, fit, or unclear ROI. 

They might not tell you or your team.

But they’ll definitely tell someone who isn’t trying to sell them.

Helping mid-market SaaS leaders uncover why deals are really lost via 3rd-party conversations with closed-lost & churned customers | Preventing Churn | Preventing Lost Deals | Removing Blindspots | CEO @Decode Insights

The day a CEO told me, ‘We don’t need a website… just talk to our customers,’ everything I believed about growth flipped.

But the real lightbulb moment for me was in 2022, when a client told me:

“We reduced churn by 15% and grew ARR by $4M in 6 months because of what you uncovered.”

The crazy thing was that I wasn’t even running a buyer insights company.
I was running a marketing agency.

We built websites, messaging and social media.

But we would never just build without doing our research.
To create messaging that actually converts, we needed to deeply understand the buyer.

So we made it a protocol to speak with our clients’ customers first, to understand how they actually think and buy.

The Founders would always say, “we don’t need that. We know our customers really well.”

But every time we showed them what their customers really said, the reaction was exactly the same.

“That’s what they think about us?”

Then one opportunity changed everything.

A CEO said, “Forget the website. Can you just speak with our customers to help us understand why they buy? 

So we called up 21 of their customers and they told us things they would NEVER say directly to our client.

We presented the insights to the CEO and CMO, and the room went silent.

Six months later I got an update:

“We added $4M to ARR”
“We hit a record 98% retention (increase of 15%)”
“We saved $2M in costs”
“We prioritized what mattered most to our customers. All from your insights” 

That’s when it clicked:
The real risk to mid-market businesses isn’t losing revenue.

It’s not knowing your customers.

It’s operating blind to how they make decisions.

Because every mid-market team I’ve worked with had blind spots. 

The difference is whether they go looking for them or keep pretending they’re not there.

__

Looking to see if we’d be a good fit for your company?

Book a free call with me here: https://lnkd.in/gTi7j-ca

I was that person in university.
The one who raised their hand to ask the questions everyone else was thinking, but no one wanted to say out loud:

“Can you explain that again?”
“Why does that happen?”
“Can you break this down in a different way?”

I didn’t ask because I was brave.
I asked because I knew I had no other choice.
Either I leave the room confused…
or I push for clarity so I can actually learn something.

And every time, classmates would come up to me after class and say:
“Thank you. I was confused too, but I was afraid to ask.”

Back then, I didn’t understand why people were fearful of asking the obvious questions.
Then I entered the professional world.

And I realized a similar pattern:
Most teams operate with massive blindspots,  especially around why their buyers don't buy or customers churn.

It's not because they’re careless.
It's because the questions that reveal the truth often feel uncomfortable:

“Why are we *really* losing these deals?”
“What's the root cause of the churn?
“What do our customers actually think of us?”
“What do buyers hesitate on after speaking with us?”

These are the questions people instinctively avoid.

But they’re also the questions that unlock clarity. 
The kind of clarity that drives the exact fixes which improve retention, conversion, and millions in recovered revenue.

And that’s the irony in this story:
The thing I used to get side-eyed for in class pushing for clarity, questioning everything, refusing to move on without understanding.... is now the exact thing companies hire me for today. 

My goal today is the same as it was back then:
Ask the uncomfortable questions.
Expose the blindspots.

Get to the truth everyone silently feels but no one is saying.
Because on the other side of those questions is clarity, and clarity is what helps you win.

🚀

P.S. On Dec 9 at 12pm EST, I’m hosting a masterclass breaking down exactly how we uncover the hidden decision-making your buyers never say out loud. Last week, this process helped a client win back a $100K deal they marked as "closed-lost".  

Sign up here: https://lnkd.in/gfh-yCen

89% of sales teams are operating blind.
Hear me out.

New meetings come in.
Energy goes up.
CRM gets updated.
Pipeline grows.
Leadership feels great.

Some deals move forward.
Some disappear.
Some stall quietly.
A few close.

Say the team closes 22%.
Everyone celebrates. 

And then... 
Next lead.
Next meeting.
Next quarter.

Yet, no one stops to ask the most important question:
"What happened to the other 80%?"

Why did they walk?
Where did urgency die?
What confused them?
What didn’t land?
What made them hesitate?

Instead, everyone opens the CRM and sees the same recycled loss reasons:
“Budget.”
“Timing.”
“Went with competitor.”
“Not a priority.”

Meanwhile:
They’re losing 80% of opportunities. 
For reasons they don’t actually know.

Here’s what we hear when we call those same buyers back:
“The value wasn’t clear enough.”
“We weren’t sure how it fit into our workflow.”
“I didn’t understand the ROI.”
“I didn’t feel confident pitching it internally.”
“It felt risky.”
“I left the demo confused.”

Nothing to do with budget.
Or timing.
Or competition.

All preventable. 

What if that 22% could’ve been 40%… or 50%?

How blind is your sales team?

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The Battle

Daryl D'Cruz

Yael Morris

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The Battle

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