// Sales Leader · Strategist · Golfer
I build frameworks, teams, and ideas that help organisations win more — in the boardroom, the tender portal, and on the fairway.
// Identity
Sales Leader · Bid Strategist · IEG Group
// Portfolio
Three distinct properties. One point of view — that better thinking wins more business.
A five-dimension buyer qualification framework designed for complex, multi-stakeholder environments — NHS, public sector, and enterprise B2B.
chrisframework.com →The modern B2B sales methodology for teams that sell to organisations — not just contacts. Win rooms, not conversations.
multithreadsales.com →A practical playbook for sales professionals and leaders navigating the AI revolution — how to work smarter, prospect faster, and close more.
aisalesplaybook.co.uk →// About
I'm Chris Berry — a sales leader and bid strategist based in the UK. I work at IEG Group leading bid and sales operations, helping organisations navigate complex procurement and win in competitive environments.
My work sits at the intersection of strategy, process, and people. I believe most sales failures aren't about product — they're about insight, qualification, and organisational alignment. That belief is what drove me to build the CHRIS Framework and the Multi-Thread Sales methodology.
I'm equally fascinated by how AI is reshaping sales — not replacing the human relationship at the heart of complex deals, but dramatically changing how we research, qualify, and engage. The AI Sales Playbook is my attempt to give practitioners a clear, practical map.
Away from work, I'm a passionate — if imperfect — golfer. The parallels between golf and sales are endless: preparation, course management, composure under pressure, and the humbling knowledge that there's always more to learn.
This site is the hub for everything I write, build, and think about. Welcome to it.
View LinkedIn Profile// Career
A career built on complex sales, bid leadership, and building teams and processes that consistently deliver. From frontline sales to framework creation.
Current
IEG Group
Leading bid strategy, sales process development, and team-facing training and enablement. Creator of internal bid frameworks and sales qualification methodology for complex public sector and enterprise opportunities.
Ongoing
chrisframework.com · multithreadsales.com · aisalesplaybook.co.uk
Developed and published three original sales and qualification frameworks used by B2B sales professionals and leaders across the UK. Writing on sales, leadership, technology, and golf.
Background
Complex Sales Environments
15+ years across B2B sales, account management, and business development in complex, multi-stakeholder environments including NHS, public sector, and enterprise. Full career history on LinkedIn.
// Blog
John Deere stopped selling tractors and started selling better harvests. Here's what that mindset shift means for your sales conversations.
Read post →Why single-threaded selling fails in complex organisations — and how top performers think about relationship coverage differently.
Read post →The 20VC episode with Chris Degnan and Chad Peets is gold dust. Beneath the AI hype, the core message is simple: the fundamentals still matter more than ever.
Read post →Bid teams and sales teams often operate in silos. Here's why that's a strategic mistake — and how to build a culture that closes the gap.
Coming soon →Most businesses obsess over sales pipeline. Far fewer obsess over talent pipeline. But one drives the other.
Read post →Talent alone doesn't win deals consistently — process does. The 10-stage bid process a high-performing sales organisation runs on.
Read post →The behaviours that made you a great salesperson often make you an ineffective leader. The trap that holds teams back — and how to escape it.
Read post →The AI Sales Playbook exists because AI is the biggest shift in sales productivity in a generation — and most teams are barely using it.
Coming soon →From deal research to pipeline review to stakeholder mapping — the prompts I use every week that save hours and sharpen thinking.
Coming soon →Most CRM implementations fail because they optimise for visibility rather than effectiveness. The future of sales technology isn't more CRM — it's intelligent workflow support.
Read post →// On the Course
Preparation beats talent on a bad day. Course management beats aggression over 18 holes. And the ability to recover from a bad shot — without losing your composure — is the same skill that wins a deal you thought you'd lost.
I write about golf honestly: the good rounds, the frustrating ones, and what the sport keeps teaching me about patience, process, and perspective.
What a three-putt teaches you about pipeline management
May 2026 · 5 min read
Course management vs going for it — a sales parallel
May 2026 · 7 min read
Good golf doesn't have to be spectacular
2026 · 5 min read
Train Your Brain. Change Your Game.
May 2026 · 8 min read
Performance testing unlocks better practice
May 2026 · 6 min read
// Contact
Whether it's about sales methodology, bid strategy, AI adoption, golf, or a potential collaboration — I'd love to hear from you.
hello@chrisberry.uk