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pri·mal


basic, fundamental, essential, central. 

relating to the needs, fears, or behaviors of humans.  

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pri·mal


basic, fundamental, essential, central. 

relating to the needs, fears, or behaviors of humans.  

about Primal | A&G

Primal | A&G is the advisory division of Allen & Gerritsen.  We are a collaborative of deeply seasoned practitioners advising leaders of B2B businesses and brands. Simply put, we help companies that have yet to realize their full potential find their way.

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how we work


how we work


Primal | A&G is built to ensure that business, brand, marketing and sales strategies are fundamentally and firmly aligned. In a B2B landscape moving at light speed and changing in real-time, alignment fosters efficiency, consistency and discipline. And we help you achieve this alignment by working with you, not for you. So you are fundamentally better when we’re done.

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our forward-to-basics philosophy


our forward-to-basics philosophy


Primal | A&G takes B2B clients forward-to-basics. Rapidly maturing B2B businesses and brands often need to revisit the "basics" that must be in place in this age of unrelenting noise, too much qualified choice, unforgiving transparency and rampant consumerism. We empower the re-establishment of fundamental marketing, brand and sales basics – critical firmament that prioritizes growth-focused investments.

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what's in your way?


what's in your way?


Primal | A&G uses proven B2B diagnostics and deep vertical domain experience to determine whether forces such as competitive threats, complacency, inertia, transitions, out-datedness, politics or talent gaps are in your way. Then we help you architect a way around them, through them or over them. So you can get where you want to go.