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
CHRIS Framework
Five-dimension buyer qualification for complex, multi-stakeholder environments — NHS, public sector, and enterprise B2B.
chrisframework.com →Multi-Thread Sales
The modern B2B sales methodology for teams that sell to organisations, not just contacts. Win rooms, not conversations.
multithreadsales.com →AI Sales Playbook
A practical playbook for sales professionals 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.
Away from work, I'm a passionate 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.
View LinkedIn profileCareer
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.
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 means for your sales conversations.
If only one person knows your value, your deal is fragile. How top performers think about relationship coverage differently.
The 20VC episode with Chris Degnan and Chad Peets is gold dust. The fundamentals still matter more than ever.
Talent alone doesn't win deals consistently — process does. The 10-stage bid process a high-performing sales organisation runs on.
Most businesses obsess over sales pipeline. Far fewer obsess over talent pipeline. But one drives the other.
The behaviours that made you a great salesperson often make you an ineffective leader. The trap that holds teams back.
Long-term success isn't built on moments of brilliance. It's built on thousands of ordinary decisions made consistently over time.
Six leadership principles from Bank of America CEO Brian Moynihan — and why the simplest advice is often the most powerful.
Most CRM implementations optimise for visibility rather than effectiveness. The future of sales tech isn't more CRM.
The prompts I use every week that save hours and sharpen thinking.
Why the AI era increases the importance of human judgement, not reduces it. Information was never the core value of a salesperson.
On the Course
Preparation beats talent on a bad day. Course management beats aggression over 18 holes. I write about golf honestly — the good rounds, the frustrating ones, and what the sport keeps teaching me.
Visit the golf section →Contact
Whether it's about sales methodology, bid strategy, AI adoption, golf, or a potential collaboration — I'd love to hear from you.
[email protected]