Your results are our results
Alate Business Growth is a B2B sales and leadership development company founded in 2002 by Anna Britnor Guest who has over 30 years of experience in the B2B technology sector. We work with mid-market technology companies ($20m - $1B, 50- 2000 staff), across SaaS, cybersecurity, connectivity, MSP, telco, and AI, that are under pressure to grow faster and smarter but whose people don't yet have the capability and skills to get them there.
Unlike standard training providers who deliver a program and move on, we work on live deals, real leadership challenges, and specific commercial goals over time, building the lasting change that connects capability directly to revenue. Clients are primarily in the UK, US, and Israel, and typically report improved win rates, stronger pipeline accuracy, and leadership teams that can finally move as one.
We work with
B2B technology companies who are looking to grow and:
Need to work differently, not just harder. They want to close the distance between their ambitious growth targets and the people who need to deliver.
Value a true partner to drive focused change and lasting results.
Want proven frameworks but with an approach tailored to them, their context and their priorities. Applied in their real situations and deals, not as theory.
Value their people and are committed to developing capability.
Our values
These don't just live on this page, they live in the way we work, every day.
Be helpful
i.e. full of help. Everything we do is designed to help our clients get better at what they do.
We collaborate, we share and we learn. We adapt when you need us to.
We ask, relentlessly, 'will this help close the gap to where you need to be?' That's all about being deliberate and focused on what matters for you.
Make a positive impact
Leave a good footprint. We measure ourselves on our positive impact on our clients.
Our footprints are deliberate, stepping where we need to to make a difference.
We strive to be good citizens, leaving a positive footprint wherever we tread - and we're aspiring to leave a neutral footprint on the environment.
Do the right thing
Especially when it's hard.
Act with integrity, take the long view and do the right thing by our clients, our colleagues and the planet.
It's about what we do, deliberately, in the moments that matter.
Meet our founder
Anna Britnor Guest is the founder of Alate Business Growth, a B2B sales and leadership development firm focused on the technology sector.
Anna brings over 30 years of B2B technology sales and leadership experience to the work. She started her career as a consistently top-performing field salesperson, has navigated M&A from both sides of the deal before turning her focus to help other companies achieve the same level of consistency at scale. She is a Founding Fellow of the Institute of Sales Professionals, Member of the Institute of Directors and a regular speaker and writer on sales, leadership, and commercial capability development.
What sets Anna and Alate apart is how the work gets done. Rather than delivering a program and moving on, Alate works on real leadership challenges, actual deals, and specific commercial goals, staying long enough to make the change stick.
Clients describe the impact years later. One participant, a decade on from an Alate program, put it this way: it's the best training he'd ever had, and he was still using it.
Some of the clients we've helped build the capability to deliver against their goals
Zen Internet
Connectivity & cloud
UNiDAYs
Student retail platform
Diversified
AV specialists
Bizzabo
Event management SaaS
PXC
Connectivity
Cisco
Partner managed services
Recur Global
Channel acceleration
TalkTalk
Connectivity
UserTesting
& UserZoom
User experience SaaS
Singlewire
Emergency notification
Illusive Networks
Deception technology
Arnlea Systems
Asset inspection SaaS
A snapshot of our history
Take a look at our timeline and enjoy a bit of fun in our 2022 20th anniversary video
Curious about our name?
Alate comes from the Latin ‘alatus’ – ‘winged’ or ‘having wings’.
In nature, trees such as maples, sycamores and ash have ‘alate’ seeds, designed to carry the seeds further from the parent tree in order to increase their chances of success.
For us, that symbolises what we do. Helping clients to move further than they might otherwise, to increase their chance of success and to achieve their potential. We do that by helping our clients to create their own wings and deliver sustainable impact for the long term.
Alate isn’t a word we use often in general vocabulary but our name is a daily reminder to us of our purpose and why we do what we do.
"The team have benefited from learning the processes and the flow of a structured sales cycle. Over the year, there was a constant flow to the programme, and it was highly relevant to developing sales opportunities. We illustrated account plans, negotiating skills, multi-level selling techniques using current examples from Arnlea’s pipeline. That was valuable to the team to apply what they were learning from the programme to their specific opportunities: ‘I can apply this now and it’s actually helping me in that specific opportunity’.” Read the full case study.
Allan Merritt,
CEO, Arnlea Systems
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Ready for a conversation?
There’s only so much we can share on a website. To find out if we might be a good fit for your business takes a conversation so please get in touch.
The legal details
Alate Business Growth Ltd is registered in England & Wales. Company registration number 11709929.
Registered office: 2 Hinksey Court, Church Way, Oxford, OX2 9SX, UK.
Please contact us for postal address.
We traded as Leading Edge Coaching from 2002 - 2018.