Build sales capability. Focus it deliberately.
Apply capability with focus in live deals, real accounts and complex buying environments.
Sales performance is about acumen, not just action.
In complex B2B environments, performance is rarely limited by effort. It's limited by how well your sales team:
Deeply understand the customer
Articulate relevant value
Confidently navigate ambiguity
Make effective decisions in live sales situations
Invest their time, energy and resources wisely
Use the tools available to them
That's why our work focuses on how sales and customer success people think, not just what they do. Capability applied with clarity on what matters.
Where focused capability makes the biggest difference
We help sales and customer success teams improve their revenue performance by focusing on key areas that matter. These are not generic skills but commercial capabilities, applied deliberately.
Win rates
You're not winning at the rate you need to. Deals are lost, languish in the pipeline, or keep slipping right.
Upping your win rate would make a big difference to your revenue.
Long cycles
Your team are not used to managing long complex buying journeys, and it shows.
Activity is inconsistent. You don't know where to focus effort and are reactive to the customer's requests.
Cross-sell
You need to expand cross-portfolio, but it's inconsistent and not happening fast enough.
Customers take single services, don't see your wider value and your sellers find it hard to articulate the cross-sell roadmap.
Business value
Your sellers are selling products rather than business value.
You're single-threaded at too low a level and aren't engaged in strategic value conversations with the C-suite.
Retention
There's no point getting new customers through the front door if old ones are leaving through the back door.
You need to increase your renewal and revenue retention rates and expand your upsell potential, starting on day zero.
AMs and Customer Success need to be in lockstep.
One team
Everyone works their own way. There's no consistent sales methodology or framework. You're over-reliant on star performers.
It's a headache for managers, and it's hard to learn from and to measure.
Internal resources get used inconsistently, too much, too little or too late.
Pipeline accuracy
Forecasts get missed.
Pipelines are subjective and there are no standard exit criteria to move from one stage to the next.
Accuracy is low. Sellers don't know how to improve.
Sales capability embeds fastest when it's built in context
Salespeople don’t step out of their reality to “learn”, then step back in to apply it later. Capability is built in the work, not alongside it.
Our work:
Uses your real situations, accounts and opportunities, not abstract theoretical scenarios.
Focuses on real pipeline.
Applies learning immediately to real conversations and actions.
Reinforces new thinking through workshops, practice, reflection, coaching and peer learning.
Supports leaders to reinforce clarity and focus, embed ways of working and build impactful systems and metrics.
Builds capability and sharpens focus, as a team, over time.
Focuses attention on where to invest time, effort and resources.
Tracks measurable progress through Program and Personal Success Paths that focus on outcomes from the start.
Leverages the tools available to you.
Rewards results with Institute of Sales Professionals Endorsed Training Certificate of Completion.
Continues learning through the Alate Sales Alumni.
The creates change that lasts because it's rooted in how people actually sell, and buy.
Capability only delivers when it's applied in the moments that matter
Why leaders like what we do
Results
We're deliberate from the start. We focus on delivering against business and revenue objectives, and we show results. We create impact reports that demonstrate clear performance ROI for the business.
Get more done, faster
We work in a true partnership, aligned on message and goals. We work together to overcome the barriers to progress and focus on what matters. Leaders aren't a lone voice. We back your message and free you up to lead.
Common topics
We tailor to your needs, deliberately focusing on what makes the difference for you.
These are some of the key topics our clients have focused on to deliver revenue growth.
Buying journey
Close better by aligning with the customer buying journey. Drive micro-commitment and clear exit criteria for every stage to navigate complexity, keep things moving and gain commitment.
Stakeholders
Get multi-threaded, manage complex politics, and engage the C-suite to deliver true value.
Define stakeholder roles, stance and drivers. Right people, right time, right engagement.
Deep discovery
Discovery is a constant focus. Develop the curiosity, frameworks, conversation starters, and questions to ensure deep and continuous exploration of and understanding the customer.
Business value
Everyone talks about value - but what is it?
Define your value, align to your customer's goals and articulate clear business value that resonates with your stakeholders with a clear and compelling business case.
Strategy to win
No complex sale is easy going. You need a strategy to out-sell your competition, overcome risks and blocks and address concerns and indecision.
Build your win‑strategy muscle with repeatable frameworks, tools, and models.
Priority & focus
Sellers are often over-busy and overwhelmed. They become reactive.
Winning more comes from doing the right things at the right time, efficiently and effectively. Capability and focus. Apply effort deliberately to achieve goals better and faster.
Why sellers engage with us
Frameworks not prescription
Our frameworks create consistency, focus AND encourage individual personality and style that celebrates personal strengths.
Real-world
Your sellers work on live opportunities and accounts.
We explore real challenges and situations, it's relevant, practical and immediately actionable.
They apply capability with focus.
Team learning
We encourage sellers to learn from each other.
Team collaboration and learning builds bonds that last well beyond any program.
Control
Effort applied deliberately, with focus.
Improved credibility and influence.
Sellers take control of their time, work and energy. Less stress, better results.
Want to know a bit more about what makes us different?
Tech B2B
We focus specifically on the tech B2B sector, globally. From SaaS to cybersecurity to infrastructure. We understand this fast-paced market and we get how you operate. We walk your walk with you.
ISP endorsed
We have been certified as an Institute of Sales Professionals Endorsed Training Provider. That means we meet formal sales standards, giving you peace of mind that our programs work, and the option for ISP endorsed certificates.
PRISM
PRISM gives sellers and leaders neuroscience-based insights into behavioural preferences.
These insights enable sellers to take a deliberate approach to how they work, engage others and get things done.
Alumni support
All sales participants and leaders become members of our Sales Alumni where we share tips, best practices and refreshes to maintain capability and focus.
It's part of how we focus on what matters.
Experience
Alate is led by Anna Britnor Guest who has over 35 years' experience of sales in the B2B technology sector.
She's been a judge for the British Excellence in Sales Management Awards and takes a real-world approach to building capability with focus.
Results
What sets us apart is setting you apart. It's how we help you build the capability and focus that will make the difference for you. We don't do 'cookie-cutter'. We bring best practices, research and real-world insight. We work shoulder to shoulder. Capability, deliberately applied.
“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.”
Partner leader
"I've made...changes to my discovery, specifically my 2nd and 3rd level questions. On top of that, making swifter decisions on what deserves to be in my pipeline and what does not."
Account Executive
“Beyond the reported revenue increases, wins and achieved targets, I’m delighted to share that individuals report feeling more confident and braver in their own abilities. Anna from our chosen partner Alate has also provided an incredibly detailed report with her observations, recommendations and a breakdown of [ROI] outcomes per team and individual. This demonstrates that Alate have provided far more than standard classroom training, the coaching and consultancy will hopefully serve your teams for months to come.”
Performance Coach & Internal Program Lead
"I had been in my sales role for quite a number of years and had become static in my thinking and although producing good results I wasn't achieving my full potential. [The program] has totally changed my approach not only to day to day sales but also the way in which I interact with my accounts. The results are speaking for themselves as both my company and myself are growing financially far faster than ever before. Anna has set me up to keep growing and I know she is genuinely interested in seeing the results for herself.
This wasn't traditional sales training but a change in mindset, something I needed and hadn't experienced previously".
Account Manager
Ready to build sales capability that delivers?
If you want to improve sales performance by focusing capability where it matters most, let's talk