Your results are our results

That might sound corny, but it sits at the heart of our values. We’re in this because we want to make a measurable difference and that’s how we measure our success.

We pay close attention to what you want to achieve and work with you to deliver against these needs. Our clients frequently tell us that it’s this that sets us apart, together with our ability to quickly grasp the complexities of their unique markets and environments and that we tailor our services accordingly.


Our guiding principles

  • We see our relationship as a partnership to deliver and embed the skills, approaches and structures that make a difference in the real world.
  • We build mutual trust - a partnership can't thrive without this, after all. We encourage open and frank communication and do what we say we will to earn your confidence and trust.
  • We do the ‘right thing’. We believe integrity is key – and that means doing our best and doing what's right for you.
  • We share what we know. Whether that’s insights, observations, recommendations or contacts, we believe in proactively sharing knowledge and experience that will help you.
  • We’re open to change. Every client is different and over time things change. We know that, and we’re flexible in adapting to circumstances – a new direction, market challenges or changes in staff or ownership can all change your course. We’ll be along side you looking at what’s right to do now.

Our accreditations

We're an Institute of Sales Management Endorsed Training Partner.

We believe that in a crowded marketplace, this gives you the peace of mind of working with a company that has been rigorously assessed against professional standards and competencies. And as committed to our own development as we are to yours.

"Your programme submitted is of a very high standard. Benchmarked against similar sales programmes it certainly stands out as one of the best"

We follow the principles of the Brinkerhoff High Performance Learning Journeys methodology to deliver against measurable business outcomes. Our Principal, Anna Britnor Guest, has been certified as a Brinkerhoff HLPJ Architect.

We're accredited as a PRISM practitioner.

PRISM is a neuroscience-based in-depth behavioural profiling tool. We use PRISM for both sales and leadership development and have mapped the PRISM dimensions into our sales methodology. This gives sales people clear guidance on how to adapt their behaviours to the different demands of each stage of a complex sales cycle and to the different stakeholders in a sale.

Who are we?

Founded in 2002, originally as Leading Edge Coaching, by Anna Britnor Guest, Alate Business Growth works with B2B organisations globally.

Anna is widely respected in the sales profession. She's a regular conference speaker, published writer, been widely quoted in the business and trade press and was a Judge for the 2018 national sales awards – the British Excellence in Sales Management Awards (BESMA).

Take a look at our latest events, articles or dig into the archives.

Looking for a speaker for your next sales kick off, conference or industry event?

Our partners

We believe in the power of collaboration and partnership. Our ecosystem is carefully selected and includes:


We deliver sales growth programmes on behalf of management and leadership development specialists, Phoenix Training & Development and leverage Phoenix expertise in our management and leadership development programmes.

Subject experts

We know we don't know it all but with our subject expert partners we all know a lot more.

We work with several partners including technology go to market consultants Agile Programmes.

Technology & tools

We have a strategic partnership with Point N Time. Their StrategyMapper app allows us to embed customised strategic account development methodologies natively in Salesforce - to help you embed lasting behaviours.

We are accredited as PRISM practitioners and have integrated their behavioural profiling maps into our sales methodologies and leadership development.


All programme participants are eligible for an Institute of Sales Management endorsed certificate on successful completion of the programme outcomes. We also provide mentoring through the ISM mentoring scheme and are working closely with the ISM on content and events that promote high standards in B2B selling.

Since 2012, I have worked with Anna on a number of projects and continue to be impressed with her approach and the leading insights that contribute to each successful delivery. I recommend Anna as someone who will facilitate improvements in sales performance through the customer's buying cycle and from product alignment to the board room.

Melanie Foster

KCOM & Harness Marketing


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.

Please contact us for postal address.

We traded as Leading Edge Coaching from 2002 - 2018.