ABOUT BERRY PARTNERS

PRACTICAL EXPERIENCE. MEASURABLE IMPACT.

Berry Partners helps private equity-backed software companies improve sales execution, accelerate growth, and increase enterprise value. We bring experience from technology companies that have scaled, transformed, and exited — and we apply it with the pace and precision that PE timelines demand.

WHO WE ARE

Sales Enablement Is A Benefit, An Opportunity And A Challenge

Sales enablement is valuable only when it changes selling behaviour and improves commercial outcomes.

Done well, it increases seller productivity, improves deal quality, strengthens customer conversations, accelerates ramp time, and supports valuation growth.

Done poorly, it becomes a cost centre: busy, well-intentioned, but disconnected from the revenue outcomes investors and sales leaders need.

For Private Equity firms with a portfolio of technology companies, the risk can quickly multiply.

It is in your control to take action, and the sooner you start, the faster the results will come.

Berry Partners helps turn enablement into a reliable and measurable performance function.

THOUGHT LEADERSHIP

Featured Speaker at the 2025 Sales Enablement Collective Summit at the O2 Arena, London — one of the industry’s most prominent global gatherings of sales performance professionals.

INDUSTRY RECOGNITION

Winner of the Brandon Hall Group awards for Best Hybrid Learning program and Best Results of a Learning Program.

IN DEMAND

Regularly sought out for growth acceleration, executive coaching, and baseline performance troubleshooting. Active participation at Sales Kick-Off events, industry roundtables and mainstream conferences.

Berry Partners has worked with several top names in technology, as well as partnering with world-class training organisations.  From significantly raising productivity per seller with a reduced number of accounts, to directly impacting overall company valuations, Berry Partners has delivered the insight, tools, processes and mentorship needed to achieve ambitious financial goals.

THE BERRY PARTNERS PHILOSOPHY

SALES PERFORMANCE: A BETTER WAY TO TRANSFORM

Investing in sales performance improvement is valuable only when it changes selling behaviour and delivers measurable commercial outcomes. Too often, it becomes a cost centre — busy, well-intentioned, but disconnected from the revenue results that investors and sales leaders actually need. Berry Partners was founded to change that.

When It Works, the Impact Is Significant

When It Misses, the Cost Is Real

A well-designed Sales Performance Architecture increases seller productivity, improves deal quality, strengthens customer conversations, and accelerates the ramp time of new hires. For PE-backed businesses, it directly supports valuation growth by making revenue more predictable, more scalable, and more defensible.

Done well, it turns the sales organisation from a variable cost into a compounding asset — one that performs better as the architecture matures.

Large variances in the quality of sales transformation strategy — and in how well it is executed — produce a familiar pattern: programmes that are costly to run, difficult to embed, and slow to show results. Traps, roadblocks and misaligned priorities erode seller confidence and management trust in equal measure.

This is the problem Berry Partners was established to solve. We bring the diagnostic precision to identify what’s actually blocking performance, and the architecture to fix it in the right order.

LEADERSHIP

LED BY MICHAEL FOX

Michael Fox

FOUNDER & MANAGING DIRECTOR

EXPERIENCE ACROSS

  • VMware
  • Dell Technologies
  • Intel
  • IBM
  • SAP Business Objects
  • Proofpoint
  • Lansweeper
  • Embarcadero Technologies
  • Lotus Development Corporation

Michael Fox founded Berry Partners to help software companies improve sales execution faster, and with less waste. His career has taken him through multiple technology growth and transformation environments — from early-stage scale-ups to global enterprise software businesses.

Across those environments, Michael identified a consistent set of patterns: the same opportunities missed, the same barriers recurring, and the same gap between the investment in sales transformation and the performance outcomes it was designed to deliver. Berry Partners was his answer to that gap.

His experience spans the full spectrum of commercial performance — from frontline sales leadership and enterprise deal strategy to go-to-market design, large deal pursuits, leadership coaching, and the management cadences that separate high-performing sales organisations from the rest.

Strategic, enterprise and commercial sales experience at software companies and technology partners.  Record-breaking deal sizes and significant growth of average order values.  Extremely popular people manager driven by the success of his team.

Started in IT support for the National Health Service before moving to private banking and commercial banking.  Hired by IBM and posted to run projects in the financial services industry in South Africa. Relocated to Silicon Valley for 15 years before returning to Europe.

Started to share best practices with colleagues whcih quickly developed into a desire for a formal sales transformation role. Made immediate impact in growing deal sizes, effective utilisaiton of adopted methodologies, and developing entrepreneurial sales mindsets.

Established a repeatable framework for GTM growth based on the interlock of essential functions.  Developed solid diagnostic approaches allowing rapid identificaiton of performance improvement opportunities.  Coaches C-level engagement, value-based selling, growth mindset, neuroscience of sales, and effective story-telling.