SUPPORTING BUSINESS

Strategy and commercial leadership for sustainable growth

Salvin Associates helps software, technology and telecoms organisations define a clear path to growth, and strengthen commercial performance.

With 30 years of international sales leadership experience, we provide practical, executive-level support across the growth strategy, organisational change, commercial leadership, customer engagement and complex deal management.

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A strong strategy only works when the organisation can execute it.

Growth can stall even when the opportunity is clear.

Your strategy may need to evolve further to keep ahead of the market you're facing within the company or broader industry. Existing channels to market may not address the full market opportunity or reflect how customers want to buy, your sales teams may be too focused on your products' features rather than the outcomes they can help your customers achieve. Simply, your leaders lack the time, structure, or internal capability to deliver the change that is needed.

Salvin Associates helps organisations close the gap between ambition and execution, bringing clarity to the strategy, alignment across the business and practical support to turn plans into action.

Transform faster. Perform better. Engage deeper.

Lead change with clarity and confidence

Align people behind a clear direction, introduce more effective ways of working and build the structure and capability needed to move forward.

Create a stronger commercial organisation

Improve leadership, commercial discipline, accountability and operational performance so teams can execute consistently and deliver against growth priorities

Build stronger customer relationships

Develop more effective customer and channel strategies, identify and engage with the key stakeholders to understand and create greater value around the outcomes customers need.

Practical support for your most important growth priorities

Every organisation’s growth challenge is different.

Salvin Associates provides focused support across five connected areas, helping leaders identify what needs to change and put the right strategy, structure and capability in place.

Clarify where future growth will come from and create a focused plan to achieve it.

This may include entering new markets, refining customer segments, developing new routes to market, increasing customer acquisition, having one aligned cross functional company approach and identifying opportunities for cross-sell, partnerships and expansion.

Turn strategic decisions into practical organisational change.

From introducing new commercial functions to reshaping teams, leadership capability and ways of working, Salvin Associates helps organisations move forward without losing sight of day-to-day performance.

Build the discipline, leadership and operating rhythm needed for consistent commercial performance.

Support may include developing sales leadership, building the right team, and strengthening performance management — from the right metrics and incentive plans through to tools such as salesforce and methodologies including MEDDPICC.

Strengthen how your organisation reaches, engages and creates value for customers. This includes executive-level customer engagement, consultative selling, complex deal strategy, customer success and the development of effective direct, indirect and digital sales channels — all focused on delivering measurable customer outcomes.

Enhance your businesses success with the must win opportunities and projects

Develop the right win strategy, build a highly capable deal team, engage and align with the key customer stakeholders and plan how to position your company ahead of the competition.

Move from commercial complexity to focused execution

Strategy held at leadership level

To a clear direction understood and supported across the organisation.

Product-led sales conversations

To customer-outcome-led engagement that creates greater relevance and value.

Underperforming markets or business units

To a joined-up commercial model with clear roles, priorities and routes to market.

Siloed functional approach and plan

To an aligned, cross-functional strategy that connects marketing, product, finance, service, and commercial teams around shared priorities.

Inconsistent sales management

To stronger leadership, clearer standards and greater accountability.

Plans that lose momentum

To focused action, practical implementation and measurable progress.

EXECUTIVE EXPERIENCE, PRACTICAL SUPPORT

Ian Cunningham brings 30 years of experience building and leading international sales organisations through growth, transformation and acquisition. Having worked with organisations including Vodafone, BT Group, Experian, Colt Technology services, Lumen Technologies and Zayo Group, he combines commercial rigour with a practical, people-centred approach.

Clients work directly with Ian, who shapes each engagement around their market, people and priorities, helping leaders clarify what needs to change, build the capability to deliver it and turn strategy into sustainable growth.

More about Ian

Ready to turn growth ambition into action?

Discuss your growth priorities

Whether you need to define a clearer strategy, strengthen commercial performance or lead your organisation through change, we can help you identify the right priorities and make them happen.