I know how financial institutions make decisions, and how to help them choose you.

I’m Cécile. For two decades, I’ve worked inside major banks, asset managers and custodians across business, risk, operations, COO functions, change, and innovation.

I’ve worked at the intersection of business strategy and operating model design (Money), translating commercial objectives into funded, executable change.

I’ve also led deals through to signature, where turning an opportunity into execution required navigating organisations, dependencies, and constraints across the enterprise.

I have operated in highly political, multi-stakeholder environments, identifying and working with the underlying power dynamics required to build consensus and move initiatives forward (Path).

Across all of this, I’ve seen how decisions are shaped as much by individual incentives as by organisational logic (People). I understand the individuals behind the decisions.

I’ve assessed vendor solutions as a buyer. I’ve sat in committee rooms where deals are won or delayed.

The insight

In 2018, at BNP Paribas Innovation, I worked at the intersection of traditional finance and fintech. Watching dozens of enterprise sales unfold at close quarters, I saw the same pattern:

Deals do not fail because of the product. They fail because sales teams do not know who really makes the decision, so they sell to the wrong people.

Or their pitch is too generic and too operational, when stakeholders and decision-makers expect something more tailored, more relevant and more strategic.

Why this happens

Sales teams understand the problem they solve very well. They know how to sell to the end user.

But they lack visibility of how decisions actually form across the organisation.

They pitch blind.

This is not something most commercial roles or other positions in financial institutions teach you. And traditional sales approaches rarely make it visible.

This is what I change today

Through 3WHYse, I help sales teams understand how decisions are really made inside financial institutions, at both organisational and individual levels, and how to adapt accordingly.

No more stuck deals. No more guessing. Just structured clarity that moves deals forward.

→ Book a 15-minute consultation