About Us
Formation is a commercial growth partner for UK B2B businesses.
We exist because too many £10–50M businesses are stuck, they have grown on founder effort and referrals, but their commercial engine has not kept pace. They hire tacticians without strategy, spend money without a framework, and wonder why growth has stalled.
We diagnose the problem, build the solution, and embed the capability. That is what a growth partner does.
Founder & CEO
Christina Gough
Christina Gough is a Chartered Marketer and the founder of Formation.
Her career has been built at the intersection of commercial strategy and marketing execution — working with UK B2B businesses to build the growth systems that founder-led companies consistently outgrow.
She founded Formation after seeing the same pattern repeat across businesses at the £10–50M mark: revenue ambition without the commercial infrastructure to support it, marketing spend without strategic direction, and growth stalling not through lack of effort but through lack of architecture. Formation is the partnership model she built to solve that problem properly.
Christina leads all client relationships and serves as the commercial voice of every engagement — bringing the rigour of a Chartered Marketer and the instinct of someone who has sat inside the businesses she is trying to help grow.
COO
Christian Burne
Christian Burne is COO of Formation, responsible for the strategy, systems, and operational model that underpin every client engagement.
He architects Formation's delivery frameworks, maintains the diagnostic and service ladder methodology, and ensures that what Formation commits to in a proposal is what clients experience throughout the engagement.
His focus is on building commercial systems that compound — not campaigns that need constant reinvention.
Where Christina leads the client conversation, Christian builds the infrastructure that makes Formation's model repeatable, scalable, and consistently deliverable.
Together, they operate as a lean, senior-led partnership with no middle layer between strategic thinking and client outcome.
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The Formation Model
& Team
Formation operates with a deliberately curated network of specialist consultants.
Each engagement draws on the specific expertise it requires — not a fixed team, not whoever is available, not a generalist who can turn their hand to most things. When a client needs a positioning specialist, that is what they get.
When pipeline mechanics are the priority, the consultant profile matches that requirement. Seniority is not negotiable. Every specialist in the Formation network is selected for depth in a defined area, not breadth across everything.
This model is a deliberate commercial choice. A permanent headcount of fifteen creates overhead, dilutes expertise, and means clients subsidise capability they will never use.
Formation's model means the people working on your business are the right people for your business — matched at the point of engagement, accountable to a senior leadership layer that never delegates the thinking.
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