Clarity first
We name the real issue, define the useful outcome and remove unnecessary complexity before recommending activity.
About Baobab
Strong roots. Clear direction. Meaningful growth.
Baobab Advisory Group helps SMEs connect strategy with execution across business development, marketing, recruitment and coaching.
Why the Baobab
Growth is strongest when it has clear roots and the right support around it.
A baobab is recognised for resilience, longevity and the value it creates for the community around it. That reflects how we think about business growth: strong foundations first, practical progress next and capability that lasts beyond a single project.
Our work is designed for founders and SME leaders who need an experienced thinking partner but also want the work to move. Advice is translated into messages, campaigns, outreach, systems, hiring processes, decisions and next actions.
Led by Cheri-Lee Maree
Experience across the full journey from market opportunity to delivery.
Cheri-Lee brings more than 14 years of experience spanning recruitment, business development, marketing, lead generation, outreach, CRM management and client support.
That mix matters because growth problems rarely sit inside one department. A weak pipeline may begin with unclear positioning. A marketing problem may actually be an offer problem. A delivery constraint may require the right hire, clearer systems or stronger leadership.
Baobab looks across those connections and focuses on the actions most likely to improve the whole result.
14+Years’ experienceSA + UKCross-market perspectivePracticalStrategy through action
How we choose to work
Clear standards for every engagement.
Commercial relevance
Work is connected to a genuine business, customer, hiring or performance need—not a deliverable created for its own sake.
Useful action
Every engagement should leave you with decisions, tools, messages, systems and next steps that can be applied.
Honest partnership
We communicate directly, work collaboratively and adapt when evidence shows there is a better route.
Integrated thinking
We consider how your offer, marketing, sales activity, people and operating capacity affect one another before choosing the priority.
Capability that lasts
We build practical knowledge, tools and working habits your team can continue using after the engagement ends.
Rooted in strategy. Built for growth.
Bring the goal, the challenge and the context.
We will help you turn them into a clearer route forward.
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