About Us and Our Difference
A brief introduction to my trusted team
My team and I are experts in helping organisations to grow and create shareholder value by improving their strategic sales and marketing. To understand what makes us different, click here.
To see our range of best selling marketing and key account management books, click here.
Your issues and what you gain from our approach.
We have distilled our decades of research and practice into strategic marketing into four key steps.
- 1. Define markets and understand the value.
- 2. Develop and prioritise the value proposition.
- 3. Deliver the value.
- 4. Demonstrate the value delivered.
My Team
I work with carefully selected experts on client assignments. These individuals have a strong belief in our approach and the necessary company experience to apply it properly.
Edmund Bradford
Edmund Bradford BA(Hons), MBA, DipM is an author, consultant and games designer. He has over 30 years of experience designing and implementing strategic initiatives around the world.
He has written extensively on the subjects of strategic account management, strategic marketing and sustainability. In addition to his many articles he is also the co-author of Marketing Navigation: How to Keep Your Marketing Plans On Course to Implementation Success available on Amazon.
In addition to his consulting work, he produces simulation games to teach students and executives about sales and market strategy. These games are now used in several universities on MBA, Masters and undergraduate programmes.
His company experience includes work with Airbus, Afton Chemicals, Brussels Airlines, Compass Group, GlaxoSmithKline, Jones Lang LaSalle, Lucas Aerospace (now Collins Goodrich Aerospace), Megger, Parker Hannifin Corporation, United Utilities and a host of small enterprises. At Compass Group, Edmund helped them win the 2013 Strategic Account Management Excellence Award from the highly respected Strategic Account Management Association, the first time this award has been given in Europe.
Edmund holds an MBA from Warwick University and a BA in Economics from the University of Wolverhampton.
Roger Byatt
Roger is a an action-oriented practical marketer skilled in marketing strategy & communications. He is able to use information to provide real insight to help businesses develop a truly sustainable customer-centred strategy to enable growth.
He has:
• Substantial practical marketing & market research experience with clients and agencies.
• Design & management of UK & multinational projects, including interpretation and presentation of strategies.
• A track record of developing and mentoring people, some of whom have leading insight positions in blue chip organisations.
• A reputation for delivery of practical training informed by real projects and consultancy work.
• Current knowledge of mobile & digital marketing
• Devised and run successful training programmes, and advised MRS, CIM & Universities on qualifications.
• Significant experience at team building and development.
Roger is a comfortable communicator with both internal audiences at all levels, clients and media. He has considerable experience in Higher Education, including course management and development, quality assurance and student recruitment.
He holds an MA in Marketing from Solent University and a PgCLTHE from London South Bank University.
Dr. Beth Rogers
Beth is a “pracademic”, widely recognized as a pioneer of sales education, including work-based learning at university level. She has had a long career spanning business development in the information technology sector, consultancy and higher education. Her consultancy role involved working with companies in a variety of business sectors on the implementation of Key Account Management in Europe, Asia and the USA.
Beth has authored and co-authored many articles for academic journals, practitioner magazines and six business books, including the popular “Rethinking Sales Management”. Her 2020 title: “Selling Professionally” (with practitioner Jeremy Noad) is the Institute for Sales Professionals (ISP) textbook for the UK graduate level sales apprenticeships. She has also co-edited “Transformational Sales Leadership”, the leadership journeys of twelve international sales directors, published in 2024.
Her doctoral dissertation was on resource decision making in the sales function, and she is recognized as an advocate of innovative sales organization design. Equally, she is recognized by practitioners for her expertise in Key Account Management, dating from early research projects with Professor Malcolm McDonald in the 1990s.
Beth holds both a PhD and a PgCLTHE from the University of Portsmouth, an MBA from Cranfield School of Management and a BA Hons degree from the University of Warwick. She is also a Fellow of the Institute of Sales Professionals, an Honorary Fellow of the Sales Performance Association and has been awarded a Principal Fellowship from the Higher Education Academy.
Dr. Florin Vladica
Florin has over 25 years of international experience in business growth, spanning both industry and academia.
On the industry side, he has held senior executive positions driving sustainable growth in businesses in a variety of sectors in North America, Europe, the Middle East and Asia. His work has covered many areas including sales, marketing, strategy, project management and IT. He is very conscious of cultural differences and is a passionate believer in enabling others to do better. To this effect, he has organized and delivered training programs for organizations around the world.
On the academic side, he has taught at several universities including the University of Portsmouth, England and the University of Doha for Science and Technology (UDST) in Qatar, where he currently lives.
Florin holds a PhD in Communication from Ryerson Universities in Toronto, an MBA in e-business from the University of New Brunswick (Canada), an Executive MBA from ASEBUSS Bucharest & University of Washington (Seattle) and an engineering degree in radio navigation.
Our difference
The key difference between us and most other education and training companies is that not only do we have the rigour of University Business School-based research, we also update our methodologies by working with the operating boards of many of the world’s best and most successful companies.
In summary, we have:
- Real board room experience backed up by academic rigour
- Many years of working with world class companies across many industries
- A deep understanding of strategic sales and marketing
- A strong belief in transferring our world-class knowledge to our clients
- Unique, proven methodologies and tools
- A strong belief in getting the fundamentals right
Our range of best-selling marketing books has helped thousands of organizations transform their strategies and market-driven operations.