About

Meet the Founder

Over three decades of consistently driving growth and success for leading technology brands across the European IT channel landscape.

Simon Isted

Founder & Principal Consultant

30+ Years EMEA Advisory & GTM

Over 30 years of experience in B2B and B2C tech sales across EMEA, bringing deep expertise in channel and brand strategy, partner development, scalable supply chains and profitable European market expansion.

Governance & Leadership; board-level and strategic oversight expertise

Senior Director at LSM Global; led B2B & consumer portfolios; oversaw 18 staff across sales, operations, marketing and finance functions

Interim EMEA GM for Owl Labs; led region to exceed sales quotas for seven consecutive quarters

Established pan-EMEA supply chain partnerships for multiple technology "A" brands with Ingram Micro, TD SYNNEX and other notable Tier 1 distribution partners

Secured strategic embedded partnerships with Seagate and Lenovo/EMC, delivering global distribution models and multi-year OEM agreements

Grew Pinnacle Systems (later acquired by AVID) UK/I revenue by 300% within three years

Built and managed multiple high-impact reseller partner retention and incentive programs for both B2C and B2B channels

Pivotal in building Creative Labs' European channel model and strategy during the mid-late 1990s, delivering significant yr/yr growth

Strategic Oversight

Led multiple brand GTM and channel strategies across EMEA, aligning execution with long-term commercial objectives.

Governance & Risk

Independence, protecting brand integrity, brokers mutually fair and sustainable partnerships.

Financial Acumen

Designed accurate product forecasting models, optimised strict DSO payment structures and implemented guardrails for aged inventory management.

Stakeholder Influence

Board liaison for multiple vendors; navigating European cultural, legal, and commercial challenges.

Leadership & Succession

Built and mentored diverse local and centralised teams; embedded reporting structures and operational frameworks for scale and resilience.

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Our Commitment

We drive sustainable, long-term growth for technology brands entering or expanding across European markets. Our approach emphasises commercial differentiation, optimised ROI, and strategic positioning, underpinned by extensive market relationships and proven channel expertise.

Ready to expand across Europe?

Book a free consultation to discuss your channel strategy, partner development, and European market expansion goals.

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