With 25 years’ experience, in 23 countries, I help companies get more sales - faster, particularly in complex, multi-site and International environments.

1. ‘Hiring David was the
best decision that
our company made,
and I’m delighted
to have him in our
corner guiding and
planning our path to
success.’
Rob Moran - Owner Vidzta Ltd

2. Enabling Businesses
to Grow - faster
What I do
I specialise in helping companies get more sales – faster, particularly in complex,
multi-site and international environments.
I achieve this through strategic lead generation; sales best practice coaching; CRM and sales process improvement and
channel management. Developing a culture of teamwork, employee development and empowerment within measured
processes, clear goals and customer service excellence, has repeatedly created superior business performance.
With 25 years experience, in 23 countries, providing strategic, planning and sales improvement consultancy to investors
and corporate businesses that require effective change management support, particularly in the IT, telecommunications
and manufacturing sectors.
My expertise and methods benefit businesses of any size – a process of quickly understanding the dynamics, pinpointing
key issues is followed by a turnaround plan for recovery.
I have a successful track record for winning the hearts and minds of all stakeholders and significant successes with SME’s
and start ups, driving short-term growth with a significant increase in sales.
I am fascinated by and helping to develop social media innovation in business.
Sectors I work in
I have extensive industry experience in the following sectors:
Manufacturing; Compliance Services; IT Security; Managed Data Services; Network Services;
Mobile Software: Cloud Computing and Unified Communications
My expertise
Enabling businesses to recover and grow through:
• Business turnaround – Acquisitions, Mergers, Business planning, P&L transformation, Change management
• Business performance evaluation – Knowledge and skills audits, Sales process mapping, Product portfolio pricing
and market alignment, Best practice coaching, Process improvement
• International channel design and management – Target market definition and phasing, budget development,
partner profiling and recruitment, partner engagement programmes including training, collateral, branding, sales tools,
targeting and performance measurement
‘His belief structure enables
an environment for success.’

3. Key achievements
• CloudXL, 8 month interim management role (£20m voice and data) – Unified communications
Delivered +400% YOY direct sales GP +103% YOY gross profit MAT and sales pipeline
,
growth from £160k to £1.4m
• Madvert Ltd – Digital trading and affiliation platform for mobile phones
Re-shaped the business for a third party sale, including strategic planning,
product development, pricing, major account development and investor relations
• Achilles Group, a £35m+ Global supply chain & compliance services in 23 countries
– Global supplier qualification and monitoring services
Generated within 10 months 45% increase in new business sales YOY, doubled the
£6m sales pipeline and 39% reduction in sales cycle
• WTIN – Global textile information services
Increased turnover during first quarter by £590k
• InTechnology, Managed Data Services – UK managed data and network services
Within 24 months grew revenues from £10.4m to £22.9m (+120%) with an additional
£60m+ of 3 year forward contracts
• Allasso plc – European IT security and services distribution
Achieved 50% revenue growth from £78m to £115m in 18 months and helped
negotiate the profitable sale of Allasso to the German Magirus Distribution Group
• Mobile Tornado plc – IP communications software for mobile phones
Created a global OEM relationship with Intermec, one of the World’s largest handset
manufacturers, leveraging their 200+ global direct sales and 1,000 channel partners
to achieve OEM status for the Mobile Tornado software solution
• Bullough plc – European engineering conglomerate
Consistently grew turnover from £69m to £117m over a 4 year period with 17.4%
CAGR (Compound annual growth rate)
• 2008-9 Chairman – CEN/ISSS Business interoperability for Public Procurement in Europe
– part of the EU i2010 Programme and the Competitiveness and Innovation Framework Programme (CIP)
‘Over the course of 12 months was instrumental in driving
a positive change of mentality and focus. He is able to
develop, drive and support substantial improvements in
sales performance in a short space of time. Firm but fair he
quickly gains the respect of those around him.’
Kevin Gaskell - Private Equity Chairman, Automotive Entrepreneur

4. How I do it
I specialise in advising companies with either an existing or proposed presence in export markets,
or UK businesses with a multi-location structure.
Typically these would include:
1 Investors acquiring multi-national businesses
2 Existing multi-national businesses
3 UK companies starting or thinking of extending their International presence
4 Non UK companies wishing to enter the UK or European Market
5 Typically £10m turnover, multi-country, multi-location with 100+ employees
My analytical business process design and people empowerment skills have helped me achieve fast turnaround
results by adhering to the following process –
Addressing common challenges:
a Identifying current knowledge, skills, best practices, sub-optimisation and the real potential
for performance improvement in sales
b Integration and management of multi-national (often virtual) teams
c Understanding all the dynamics that drive a business – Manufacturing, Purchasing,
Product Management, Sales, Marketing, Finance, HR, Training and Distribution helped
by my partnership network
d Improving Sales & Marketing Performance
Typically my clients have entered a period of change either through acquisition or market expansion.
As a result my role can include a number of change management and performance improvements including:
• Marketing and sales audits, analysis and reporting
• Strategic modelling and business planning
• Business integration programmes
• Sales & marketing planning and forecasting
• Sales channel design and partner recruitment in multiple countries
• Sales process design and improvement
• Pipeline management from prospecting through to major account advocacy
• Technology systems usage and implementation
• People development and coaching e.g. Best practices and methodologies
‘David very quickly grasped the issues and with his
usual thorough analysis provided extremely strong
short and long-term solutions.’

5. Case Study
Allasso Plc - European IT security and services distribution
Problem
ITO had acquired a £70m, France centric, security software distribution business called Allasso with offices around Europe.
The business was moderately profitable, however its’ revenue was slowing down and it appeared that both the country
managers and sales & marketing teams operated independently of each other – particularly between Central and Southern
Europe.
There was also a joint lack of engagement and trust between Allasso and its’ new UK centric owners.
Solution
I was engaged as Sales Director and to resolve the problem effectively relocated to France to become an integral part of
the team and not just a visitor from Head Office. My primary objective was to manage, coach and develop the European
channel sales team of 100 personnel.
It became evident at the initial analysis stage that the middle part of the sales chain, the re sellers, were key and without
the correct support were unable to generate sufficient sales.
I implemented the following –
• The introduction of ‘standard but localised’ processes, systems and sales methodologies with local
Country Managers and sales teams
• Built up an unparalleled level of close teamwork with the support of a strong vendor portfolio, a
charismatic French PDG (CEO) and a very capable UK Finance Director
• Instigated daily, weekly and monthly multi-country briefings combined with in-country and virtualised
video coaching workshops
• Workshops included strategic customer and channel account management, business development,
sales forecasting, pricing, sales pipeline management and solutions selling
• Developed sales pipeline, knowledge and skills performance improvement programmes
• Set up CRM and KPI measurement systems
Result
A key success factor was due to the unparalleled levels of close teamwork. Our quarterly management sessions
became famous in their own right as ‘competitions’ between the country managers to see who could outdo the
other for entertainment value and location - once including a Bedouin tent in North Africa...
Within 18 months substantial growth and profitability had been achieved, with 50% annual revenue growth
from £78 to £115m.
The net result enabled the business to be successfully sold on to the similar but larger German Magirus Distribution
Group. I remained with the business to see through the acquisition process.

6. My philosophy
‘I am passionate about best business practice, best business behaviour
and giving back the best advice.
Without any doubt, the most successful and sustainable companies
I have worked with are those that operate within a strong moral and
ethical framework. A culture of teamwork, employee development and
empowerment within measured processes, clear goals and customer
service excellence, has repeatedly created superior business performance.
I feel strongly that there is a need to integrate local business, community,
education and faith groups for value driven learning and sustainable growth.
Bridging the gap between schools, youth unemployment and local business
opportunities will go a long way to creating my vision of a value based,
caring and supportive community.’
David Parry BA
‘Under David’s
leadership
we were able
Contact to optimize
David Parry
Tel: +44 (0) 1354 638949 Mob: +44 (0) 7792 251116 results and
david@davidparry2.co.uk Davidparry2 deliver on the
davidparry2 @selmarc 2 commitments.’