Experts with a proven track record of exceptional results
A B2B advisory firm specialising in go-to-market
We empower ambitious clients to uncover, seize, and accelerate profitable, sustainable revenue growth. With years of experience, we have consistently delivered unparalleled results for our clients. As a team of highly skilled and knowledgeable experts, we boast a proven track record in assisting businesses to achieve their goals and thrive in today's competitive market.
We are pragmatic technology industry growth practitioners and business leaders. We help clients define and drive change to pivot onto the things that drive the most value, in the shortest amount of time.
We help our clients accelerate growth through driving high impact sales performance, while compressing time to value.
Martin Hess
Chairman
Martin Hess is a distinguished professional with a rich career history. Having held executive leadership positions in IBM, he also led HPE’s sales organisation for 6 years. Following this, Martin then led HPE’s Enterprise Services business, a $4bn operation, for over 5 years. More recently, Martin was CEO and Chairman of Telefonica Tech UKI, which he had grown over 10-fold in 7 years, through organic and acquisitive growth. Martin is actively involved advising scale up businesses, both private and PE backed, to grow and achieve their full potential.
Steve short
CEO
Steve Short, Managing Director & Founding Partner of Merlin5, is a distinguished leader with a dynamic career. Prior to Merlin5, he served as an advisor to private equity. Steve has also held executive director, GM and VP positions specialising in Commercial and Go to Market for multinationals such as HP, CGI, DXC and Atos. Steve also extensive experience in the financial services sector.
Debbie Robinson
COO
Debbie is known for surfacing insight that aligns teams behind strategy and accelerates people-led growth. She has deep experience leading high-value accounts and working across partner ecosystems to drive joint value, customer impact, and execution at scale. Debbie held senior roles at CSC, T-Systems, and Motorola, and founded Mojo-Partners before co-founding Merlin5, with expertise spanning sales, go-to-market, and customer success.
Steve Cullen
Managing Partner
Steve Cullen, Co-founding Partner of Merlin5, is a seasoned professional with a remarkable career journey. Prior to his role at Merlin5, he served as an Assoc Partner at Deloitte Digital. He led Vodafone’s GTM and Digital Sales business globally. Prior to Vodafone he led Nokia, services sales for EMEA. And their global consulting business.
Chris Thomas
Revenue Growth Officer
Chris Thomas is a results-driven commercial leader with deep expertise in sales strategy, operations, and revenue growth. He has led multinational corporations and venture capital-backed businesses to generate over €500M in annual revenue, including scaling Vodafone’s global B2B sales from €10M to €500M across seven countries. At Merlin5, he helps clients optimise sales processes, build high-performing teams, and coach leaders to achieve sustained success.
Colin Dixon
Chief Technology Officer
Colin Dixon is a technology visionary and co-founder of Illustra.tv, where he served as Director of Technology. With a dynamic career spanning various leadership roles, Colin has been instrumental in developing cutting-edge, AI-driven virtual learning tools that enhance leadership development and team performance. His expertise has been pivotal in creating immersive business simulations and real-time data analysis platforms, enabling organizations to adapt and thrive in today’s rapidly changing business environment.
Alan Saunders
Partner
Alan Saunders is the CEO and co-founder of Illustra.tv, a company specializing in virtual learning solutions. With over 27 years of experience, Alan has led Illustra in coaching and hosting thousands of live virtual workshops for leaders and managers worldwide, including regions such as the USA, Latin America, EMEA, Asia Pacific, China, and Japan. His leadership has been instrumental in developing AI-driven learning tools and immersive business simulations that enhance team performance and leadership development.
Mark Ingleby
Strategic Advisor
Mark Ingleby, an accomplished leader, has held pivotal roles in the technology sector. As the Chief Commercial Officer at Cognizant, SVP Global Head Of Sales at Atos, and Business Development Director at Vertex Data Science, he has demonstrated strategic prowess and leadership. Mark’s extensive experience contributes significantly to his success in the corporate world.
Kevin Vaughan-Smith
Consulting Partner
Kevin Vaughan-Smith, held the position of Managing Director at FranklinCovey Europe for 7 years. His roles as Account Group Director at Hewlett Packard Enterprise and Associate Partner at EY highlighted his strategic acumen and leadership skills. Kevin’s track record of success demonstrates his ability to drive excellence in various professional domains, making him a valuable asset to any organization.
Elliot Howard
CRO Practice Lead
Elliot Howard is a seasoned strategist in revenue growth. With a background spanning senior sales roles at Fujitsu Global, HP, Sopra Banking Software, and Fiserv, Elliot excels in revenue operations and client management. He has a proven track record of driving global revenue growth and expanding market presence. In his role at Merlin5, Elliot continues to lead revenue initiatives and strategic success
Frances Gilmour
Partner and Practice Lead: Strategic Client Insights
Frances Gilmour, Partner and Practice Lead: Strategic Client Insights at Merlin5, designed and led the CX programme at EY, personally interviewing senior execs of the firms’ clients and delivering insights to enable growth. Prior to EY, Frances led a Global banking account for HP, and has a combination of BD and Customer Service Management roles that have shaped her values. She brings a challenger approach to assignments that are recognised as critical to the value delivered to her clients.
Steve Smart
Practice Lead: Strategic Deals Training
Steve Smart, renowned for his expertise in sales and business growth, notably spearheaded enterprise development as Head of Enterprise Sales at MCI, significantly boosting revenue. At Easynet, his innovative strategies as Head of Sales marked a period of exceptional market growth. As Principal at One Red Apple, he was instrumental in expanding the company’s market presence, solidifying his reputation as a transformative industry leader.
Lamar Dallas
Head of Digital Office
Lamar Dallas, a forward-thinking digital enthusiast in market research and digital innovation, has significantly impacted the tech and M&A sectors in the UK. As Head of Research at PCB Partners, he revolutionised market strategies and consumer insights. By founding and leading DigiGide, his innovative approach helped small businesses make better decisions.
Ada Vlachou
Software Engineer
Ada Vlachou is a Software Engineer experienced in designing and implementing online platforms. She focuses on web development and software architecture to improve user engagement and operational efficiency. Ada actively seeks out new solutions to improve digital experiences.
Rosie Hamilton
Training Co-ordinator
Rosie Hamilton has a background in logistics of training coordination, date scheduling, resource planning and operational support. She has project-managed many large programs for customers, including tracking of delegates, project reporting and distribution of training materials. Rosie has worked with speakers and customers on a global scale and has experience in scheduling resources across time zones.
Jodi Auston-Cooper
Program Director
Jodi Auston-Cooper, an accomplished executive leader in IT & IT Services transition and transformation, has profoundly influenced the IT services sector. As a Transition & Transformation Exec at CSC, she led pivotal initiatives, driving significant organizational change for CSC Clients. Her skills in managing complex deliveries and leadership at both strategic and team levels led to her role as European Cloud Migration Lead for CSC, where she was instrumental in shaping cloud migration strategies across Europe
Joe Carney
Practice Lead Revenue Operations
Joe Carney, a strategic leader in sales operations, has significantly impacted the software and customer experience industries. As Director of Global Sales Operations at Snow Software, he spearheaded transformative sales strategies, driving international growth. At Rant & Rave, his tenure as Head of Sales Operations was pivotal in refining sales processes and enhancing customer engagement, establishing him as a key figure in business success and market evolution.
Emma White
Head of Design
Emma White, a creative force in graphic design, has notably influenced the visual communication field. As a Graphic Designer at EY, she introduced innovative design concepts, elevating brand messaging and corporate presentations. Her skills were further honed as a Graphics Presentation Operator at Astonics Presentations Graphics, where her artistic vision and technical expertise played a crucial role in delivering high-impact visual solutions.
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