Passion for effective sales team leadership

“Equipping and inspiring leaders and their teams to co-create greatest value”

Based in North Oxfordshire in the UK, for over 30 years we’ve helped B2B sales and business development teams to be more effective.

What makes us unique?

  1. Our 3CSELLING programme will enable you to co-create more value and therefore achieve better margins
  2. Our experience means that we’ll probably understand your needs faster and better
  3. We will probably offer you a simpler solution
  4. We will measure the impact of our involvement on your results
  5. Our strong connections to sales academia will give you confidence in the advice and coaching that we bring to you

Academic Rigour

We work closely with our academic advisors; Emeritus Professor Malcolm McDonald and Dr. Jasmin Baumann, to ensure that your programmes are underpinned by the best academic sales research globally.

Our academic advisors and their institutions receive no commercial reward for their roles within Real World Strategy and your programme. However, we hope that you and your programme delegates will allow the academic use of the research data that comes out of your programme. If you agree to this, your data will be carefully anonymised and aggregated to ensure confidentiality for all parties. We will work together therefore both to improve your sales performance and also to drive forward academic sales research.

Meet the Team

Professor Malcolm McDonald

Professor Malcolm McDonald


Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc has retired from Cranfield University School of Management and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. Malcolm has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is currently chairman of six companies and works with the operating boards of a number of the world’s leading multi-nationals on all continents.

Peter Button

Peter Button


Peter has been inspiring sales teams and sales team leaders for over 30 years. Unusually, Peter has spent almost all of his career as an external sales team coach, developing other people’s sales teams. This unique experience makes Peter very effective in improving sales results.

Peter’s is an active member of the CBI’s Enterprise Forum and the Global Sales Science Institute. Peter is also a Fellow of the Sales Leadership Alliance within the Chartered Institute of Marketing.

Peter is a keen amateur musician and for the last 15 years has played cello with the Banbury Symphony Orchestra. He also competes in regional K1 marathon kayak races as a member of the Banbury Canoe Club.

Matthew Turnock

Matthew Turnock


A key element of Matthew’s role is to identify and report the ROI that our clients achieve with our programmes.

Matthew qualified as a Chartered Accountant with KPMG, but before that, he had started his career as a professional violin player. When not working in London as CFO of a company investing in and building early stage technology companies, Matthew now pursues his love of playing and repairing string instruments with his own restoration and repair business.