SIMBEO helps organisations understand their sales and growth processes, uncovering new markets, maximising existing ones, and identifying the opportunities needed to scale.
Our ecosystem spans the public sector, corporates and the third sector.
We look at how your teams and processes actually operate, from the first conversation with a prospect to complex strategic sales with long timescales and significant presales investment.
Then we help you build the strategy, the partnerships and the relationships that turn opportunity into growth.
Every SIMBEO project draws on experience that runs from the lecture theatre and the coal face of cold calling to complex, high-investment presales and deep relationships across European supply chains. That blend is rare, and it shapes how we approach every project.
We look closely at how teams, departments and organisations actually operate, and how they connect to the wider ecosystem. Then we build the strategy, simplifying and automating where it adds value to gain efficiency and economies of scale and scope.
Partnerships are what set a business apart. Robust, secure and long-lasting, with integrity at their core. Understanding them is key, and maintaining them matters even more. We automate what can be automated, but trust, judgement and genuine engagement cannot be.
Cambridge is unlike anywhere else in the UK. The cooperation, innovation and willingness to help each other grow are exceptional, and the region is playing a real part in supporting UK technical sovereignty. We help clients make the most of every relationship here, not just the obvious ones.
I've always wanted to understand how businesses really work: what's actually happening underneath the surface, and how they could be run more efficiently to get the best possible output.
That curiosity shaped my education. I studied marketing strategy and organisational psychology and turned a three-year degree into four so I could spend a year in industry, testing the theory against real organisations. It shaped my first steps in sales too. I chose to begin with cold calling, because there is no better way to understand a sales cycle than from its very first conversation.
In my early career I worked for European organisations alongside some outstanding mentors. They brought different cultures and ways of working, and they taught me to work smart and to find creative solutions to problems others would walk away from. I worked across supply chains in manufacturing, distribution and professional services, and in presales I helped clients shape their operations around approaches such as TQM, JIT, Kanban, Kaizen, 5S and Six Sigma, using models from Porter's Five Forces to the Ansoff Matrix. I was also part of a business acquired by Microsoft Business Solutions and working through that transition taught me a great deal about change management.
From there I built a career across the whole sales cycle, from first contact to complex strategic sales with long timescales and significant presales investment, and I led teams to success across marketing and sales. More recently I have worked at the intersection of education, skills, workforce development and regional policy, and played a part in the growth of Cambridge Tech Week.
That mix of academic grounding and hands-on commercial experience is unusual, and it is what I bring to every client through SIMBEO Ltd.
Cambridge is unlike anywhere else I have worked, and I love helping organisations make the most of it.
A selection of comments from the organisations and people I have worked with.
For further information, see Sally's LinkedIn recommendations.
I've had the pleasure of working alongside Sally and she is genuinely one of the most well-connected people I've ever met! She brings huge passion and energy to everything she does. She's always full of ideas, always looking for opportunities, and always thinking about how she can help people make the right connections. If you need an introduction, a fresh perspective or someone to open a door, Sally is the person to call. Sally is very supportive of the people around her, she celebrates others' successes and is generous with her time and expertise. Sally combines creativity, passion, enthusiasm and an exceptional network with a genuinely collaborative approach.
Sally understands the importance of building deep connections in sales relationships and to continue to nurture them during and long after the process ends.
She's a great leader and team player who sets a high standard and supports her team to deliver with innovate ideas.
When faced with a challenge Sally will rise and shine brightly as she has such a positive and curious nature she can find solutions where others despair.
Sally joined our team when we launched a new project and needed to engage the business community in a new region quickly. She delivered exactly what we needed, showed huge enthusiasm for the project and our work, and sought additional opportunities to help at all points. Sally is a huge asset to any business development effort.
Sally is incredible at building, nurturing and converting pipelines. We have worked together on a couple of projects and I am always in awe of her approach to driving growth to our projects.
I have worked with business development professionals in different industries over the last decade, Sally is in the top 1% of those individuals.
Sally is an exceptional mentor open-minded, forward-thinking, and highly ambitious, yet always grounded in a genuine commitment to supporting those around her. From day one, she created an environment where ideas were encouraged, challenges were seen as opportunities, and growth was continuous.
What truly sets Sally apart is her leadership style. She leads with clarity, purpose, and positivity, balancing strategic vision with a hands-on, supportive approach. I learned a great deal from her not only in terms of professional execution, but also in how to motivate teams, build meaningful relationships, and approach challenges with confidence and resilience. Her ability to inspire others while maintaining a collaborative and inclusive atmosphere is remarkable.
Sally was an amazing person to learn from. She is ambitious, positive and always generous with her time, knowledge and experience. It was clear from the start that Sally has a natural ability to build strong partnerships and connect with people. I learned so much from working with Sally.