Phil worked with Hewlett Packard's EMEA large deal pursuit team to create a new approach to selling based on his doctoral research programme. The resultant Winning Value Proposition programme has been a key part of HP's extraordinary success between 2006 and 2009 in winning large outsourcing deals.
This formed the basis of his doctoral research programme into 'how customers want to be sold to' in 2009. As a consequence, he created a strategic relationship with Middlesex University that has led to the design of the world's first in-house Masters Programmes in Leading Sales Transformation for sales leaders and Sales Transformation for those selling complex solutions.
