George leads Reidford Advisory, bringing 25 years of driving Sales and Customer-Centric Transformation across the B2B landscape in APAC (India, China, ASEAN and ANZ), dedicated to helping B2B organizations transform their go-to-market ecosystem into an efficient, value-generating engine for sustained success. 

 

Before founding Reidford Advisory, George has led Sales and Marketing organisations, go-to-market (GTM) strategy implementation and Commercial Organisation Effectiveness initiatives. He successfully redesigned operating models, integrated technology into selling frameworks, and delivered sales enablement programs to over 1,000 professionals across 11 countries — directly improving YOY sales pipeline velocity, profitable growth, cross/up-sell revenue, and customer lifetime value.

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