John Fedden

Address: 21 Lancaster Road, Bewdley, Worcestershire DY12 2BX

Telephone: 01299 404 381 Email: jbfedden@gmail.com

Summary
I am a new business sales hunter in the software industry. I am able to identify, generate and close SME and
enterprise-wide software sales. In my most recent role, I advised, consulted on and implemented new innovative
selling approaches across many software companies.
Often leading and managing new business sales programmes, I have been able to create revenue streams within
challenging sales environments.
I have the drive, experience and skills to maximise sales opportunities, win new customer accounts and position my
new company as a trusted advisor in their market.

Key Competencies
Personal

Business

Self-starter
Tenacious
Adaptable
Creative

Market Experience
Green Field Market Entry
Corporate & SME Engagement
Early adopter to mature market
UK, European & North American territories

Strategic approach
Account Based Selling
Manage entire selling process
Collaborative selling approach
Strong consultative skills
Effective C-Level seller
Highly competent closer
Maximise deal value

Technology Experience
Database
ERP
BI
Software asset management
Developer tools
Semantic search
Datacentre
Mobile development
Vertical market applications

Career summary
Feb. 2002 Oct. 2015

OWNER
Sales Factory

I created a sales and marketing company that enabled UK, European and US software firms to establish new
markets, generate new revenue streams and establish strong positions within new customer sectors.
Working with senior customer management, I devised the right strategy and was responsible for execution.
I have acquired significant commercial competencies as a result of running Sales Factory. Solid experience and
capability in creating major sales opportunities, crafting the right solution for the right customer, and securing the
deal, were amongst the skills that I have honed while leading the company.
With a staff of five, my role encompassed all activities in managing a small business from strategy to delivery.
Examples of my achievements include:

Semantic search vendor (Inbenta) Consultancy and go-to-market programme establishing Inbenta in the
North American market. Sales development programme generated three sales, equating to $375K

IT support organisation (Salescore) selected to provide new business sales support and consultancy to a
UK IT firm. Implementing new sales approaches and marketing techniques, a large pool of over 125 sales
prospects was generated. Within condensed sales cycles, five new client accounts were won within a fourmonth period. This included the third largest deal ever secured by the company, generating six figure
revenues on an annual ongoing basis.

Marketing technology consultancy (Arke) sales process design and market engagement, leading to two
new major customers and a newly created sales pipeline of 48 sales ready opportunities.

Datacentre technology provider (Excool) working with senior management to establish early adopter
technology within the global corporate datacentre market place. Engaged with C-level customer contacts
across three continents. Success was driven through using sophisticated, integrated tactics to secure new
customer relationships with relevant decision makers. Produced sales-ready opportunities and new
customer engagements amongst 24 of the worlds largest datacentre organisations.

BI vendor (ETL) selected to identify, engage and contribute to the winning of new account business for a
customer that had strong existing clients, but few new ones. Within a 60-day period, I devised an integrated
sales and marketing process to establish new customer relationships and target short term deals. Seven
major accounts were progressed to a company presentation stage with senior decision makers from large
UK corporations.

Mobile app tools vendor (Fonemine) worked with the US VP of Sales across several projects to further
establish this vendor within the North American market. Produced a 10-fold increase in the companys lead
generation volume and results. Enabled VP and the sales team to engage with C-level executives that they
had not previously been able to reach.

PREVIOUS POSITIONS
Date

Company

Job Title

2000 - 2001
1999 2000
1992 1999
1989 1992

Oracle Corporation
Dunstan Thomas
FMI Ltd
Informix

Senior Sales Representative

Sales Manager
Sales Director
Sales Executive

Education
Old Swinford Hospital School
1978 1983
Bournemouth University
1984 1985
[1985 1989 Variety of office work]

8 GCE O Level passes. 1 A Level pass

HND Business Studies (pass)

Professional Training
Informix In-house
Informix In-house
Informix In-house
Informix In-house
FMI In-house
FMI In-house
Oracle In-house
Oracle In-house
Miller Heiman (Oracle)

January 1990
June 1990
July 1991
November 1991
May 1995
October 1998
February 2000
February 2000
May 2000

Personal details
Other:

Driver; full clean licence

References & Supporting Information

References are available on request

Presentation Training
Effective Presentations
Advanced Telephone Selling
Field Selling & Territory Planning
Leadership Development Skills
Strategy into Action Skills
Solution Selling
Effective meetings
LAMP