Build a sales team that consistently closes the deals they should be winning
Close the distance between your ambitious growth targets and the sales capability your team needs to deliver them
Your pipeline looks healthy. The revenue doesn't match.
Win rates on competitive deals are inconsistent
Some of your team are pulling more than their weight. Others are lagging behind, and you can't close the gap.
Deals that should close are stalling out, yet sellers still believe they're going to win - next month.
Your experience tells you different: your sellers lost control of the deal long before it got there. They didn't know who else was in the room, what the buyer actually needed, or why they were really going to win or lose.
Your team is leaving business on the table
And they don't even see it.
Cross-sell and upsell should be happening naturally across your portfolio, but it isn't. Your sellers are talking to the contacts they're comfortable with instead of building relationships across the account. Customers are buying from your competitors things they didn't even know you offered.
You're losing ground in the market
And your team doesn't know how to win it back.
You're competing to win and retain bigger, more complex deals. Your team needs to earn trust faster, engage senior buyers with confidence, and sell outcomes, not features. That takes a different skill set from the one that got you here.
Meanwhile, you're watching the gap between your growth targets and your team's ability to deliver them get wider.
The business has outgrown the way your team sells.
The B2B tech world has significantly changed and your team hasn’t been developed for this level of complexity. A two-day workshop or new CRM fields isn’t going to close the gap. Building real sales capability takes a different approach entirely.
How Alate builds sales capability and skill that actually sticks
Every engagement starts with a needs analysis
Before anything is designed, Alate evaluates where your sales team’s capabilities are right now. What’s working, what’s costing you, and where the specific gaps are between how your team sells today and how the business needs them to sell.
We define specific, measurable outcomes upfront
Starting with the business results you want, then working back into the performance and behaviors that drive them, so you know exactly what success looks like before the program starts.
From there, we build a program around your team’s real work
A development program designed around your team’s actual deals, actual pipeline, and actual buyers because capability develops when people learn in the context of the complexity they’re facing, not in a classroom removed from it.
Your sellers learn to execute against the customer’s buying journey
Not just tick boxes on internal sales stages. They work on live opportunities with their peers. They build the skills to engage senior decision-makers, sell business outcomes instead of product features, and qualify pipeline in a way that makes your forecast mean something.
Alate works alongside your sales leaders
Founded by Anna Britnor Guest, a consistently top-performing field salesperson before she built Alate, the team knows what good looks like from the inside. They build the framework and coach your leaders to embed it, so the capability holds after the engagement ends. This isn't a handoff. It's a working partnership.
Book a consultation call
“The feedback we’ve received from the sales teams has been the biggest testament to Anna’s work with individuals claiming the program to have been transformational. This has been backed up by hard sales data which illustrates greater win ratios, increased (and realistic) pipeline and more accurate forecasting and greater sales values.”
What sales teams typically see after working with Alate
More consistent win rates on competitive deals
A client doubled their win rate in less than 6 months and continued to improve
Stronger cross-sell across the portfolio
A seller quickly closed 3 deals for a new service, worth £3m/$4m net new revenue
A shift from product-led to outcome and value-led selling
A client reported a £17m / $22m increase in pipeline and closed won business in less than 12 months
More accurate pipeline and forecasting
One seller sums it up ‘I’m making swifter decisions on what deserves to be in my pipeline and what does not.’
Sellers engaging senior decision-makers with confidence
A client reported expanded C-level engagement and strategic conversations led to immediate 7 figure expansion opportunities.
Shorter ramp time for new hires
A client reported more informed recruitment decisions and a faster ramp to performance
About Alate Business Growth
Alate Business Growth was founded by Anna Britnor Guest in 2002, a B2B sales and leadership development company working with mid-market technology companies ($20m - $1B, 50- 2000 staff) in the UK, US, and Israel.
With over 20 years of running Alate and 30 years in B2B tech, Alate builds the sales and leadership capability that closes the gap between ambitious growth targets and the people who have to deliver them.
Alate is an endorsed training partner with the Institute of Sales Professionals.
“It has completely changed the way we look at our customers. We've strongly changed our perspective. We wouldn’t be where we are in certain opportunities.
The three deals all closed resulting in over £1.4m ($1.9m). Since the program, we’ve seen measurable growth in our pipeline and stronger conversion rates, with improved qualification and collaboration helping us increase our overall win ratio.
So much more than a training program, it’s helped us deepen our internal collaboration and improve our co-sell motion.”
Samuel Cordery
Head of Sales Operations, Conscia UK
Built around your actual deals, pipeline and buyers
If you’ve invested in sales training before and watched your team go back to doing exactly what they were doing the week before, you already know the problem. The training wasn’t built around their actual work.
Alate’s programs are built around your team’s real deals, real pipeline, and real buyers. Your sellers work on live opportunities not hypothetical case studies. They learn on the complexity they’re actually facing. And the capability and skill they build shows up in the numbers.