Craig Decker
Managing Partner
Years of global executive sales strategy development and execution. Craig brings the frameworks and tools to plan, develop, execute and track regional sales performance.
LinkedInCORMARGIN
Consulting
EMEA market entry and regional sales for UC, contact centre and AI vendors
Cormargin Consulting helps SaaS and technology vendors enter and grow in agreed EMEA countries through service providers, distributors, resellers and direct sales.
Our focus
Unified communications, contact centre, AI and related technology services.
We work particularly through service providers, distributors and resellers, alongside direct customer engagement where appropriate.
Sectors
Where we have depth
Unified communications, contact centre, AI and related technology services — the markets our network and experience sit in.
Routes
How business reaches the market
Service providers, distribution and resale are particular areas of focus. We also support direct customer routes where they fit the product and strategy.
Scope
Defined for your business
Each programme defines the countries, customer profiles and partner routes that suit your business.
How we work
A collaborative approach, shaped to the engagement you choose.
Whichever level of support you need, we agree the scope with you up front and organise the work to deliver exactly that.
01
Your starting point
You can start with an assessment or bring an existing strategy.
02
Agreed scope
We agree the market scope, responsibilities and objectives, then organise the work around them.
03
Room to expand
Programmes can begin in one country and expand as the business develops.
04
Level of involvement
Our involvement ranges from a defined introduction handover to ownership of regional sales execution.
Choose the support you need
They differ in how much of your regional sales work Cormargin takes on — from a 60-day assessment through to delivering the sales function.
Depth of Cormargin involvementGreater
01
Market Entry Assessment
Understand regional fit, adapt your positioning and establish a practical direction for market entry.
60 days · Fixed fee 02Customer & Partner Introductions
Secure agreed meetings with relevant decision-makers; your team leads the sale from there.
6 months · Retainer 03Opportunity Development
Develop qualified opportunities your team can value, forecast and progress.
12 months min · Retainer + commission 04Outsourced Regional Sales
Put an agreed regional sales function in place while you remain the contracting party.
12 months min · Retainer + commission01 · 02 — Decide and accessEstablish whether and where the proposition works, or get in front of the right people once it does.
03 · 04 — Develop and ownTurn regional interest into forecastable pipeline, or hand over the sales function entirely.
There is no required sequence. Each engagement is commissioned on its own. Most vendors begin with an assessment or an introductions programme and move to opportunity development or outsourced sales when the market justifies it.
Starting prices reflect an agreed initial territory, product scope and level of support. Broader geography, additional products, larger account loads or technical requirements increase investment. Deliverables and commercial terms are confirmed in a tailored proposal.
Comparing introductions, opportunity development and outsourced sales
ServicePractical endpointSales ownership
Customer & Partner IntroductionsMeeting agreed and scheduled in both calendarsVendor
Opportunity DevelopmentQualified opportunity with evidence, open questions and next stepsVendor
Outsourced Regional SalesOngoing regional sales execution and account managementCormargin, within agreed authority
Defined EMEA territory · 60 days · Fixed fee
Market Entry Assessment
A practical basis for deciding where to begin and how to compete.
A proposition that works in your home market may need a different customer profile, competitive message or channel approach in EMEA. Our 60-day Market Entry Assessment reviews your positioning, target profiles and routes to market before you commit further investment.
Who this is for
For vendors planning regional expansion, reassessing an early market-entry attempt or testing whether their existing go-to-market approach will translate.
What you receive
- Review your product positioning, differentiation and readiness for regional business.
- Define or adapt your ideal customer and partner profiles.
- Assess relevant competition and buying expectations.
- Prioritise initial markets and routes to market.
- Test selected assumptions through external conversations where access permits.
- Receive a written assessment, leadership presentation and prioritised roadmap.
Outputs may include illustrative customer or partner examples where useful. The assessment is not a committed named-target development programme or an exhaustive study of every EMEA country.
How we work
We work with your leadership and product teams, assess regional fit and make the recommended actions and evidence gaps clear. The focus is your business and its route forward, with the geographic and research scope agreed at the start.
- Investment
- From £15,000
- Duration
- 60 days
- Commercial basis
- Fixed fee
- Commissioned separately
- Named target development, introductions and execution
Discuss a market entry assessment
Bring an existing strategy instead and we will align to it.
Defined country, segment or partner ecosystem · Six months · Monthly retainer
Customer & Partner Introductions
Secure agreed meetings with relevant decision-makers; your team leads the sale from there.
When your strategy is in place and your team is ready to sell, access can be the missing piece. We identify suitable organisations, engage relevant decision makers and arrange agreed meetings for your team to conduct.
Who this is for
For vendors with a clear proposition and sales capacity who need specialist access in a defined country, segment or partner ecosystem.
What you receive
- Agree a focused customer or partner targeting programme.
- Identify relevant organisations and decision makers.
- Establish interest in a conversation with your team.
- Receive agreed meetings scheduled in both parties’ calendars.
- Get introduction context and regular feedback on engagement.
How we work
An introduction is complete when a relevant prospect agrees to meet and the meeting is scheduled in both parties’ calendars. Your team conducts the meeting and owns all subsequent opportunity progression. We tailor targeting and programme objectives to the audience; there is no standard meeting quota, per-meeting fee or success fee.
- Investment
- From £3,500/month
- Duration
- Six-month programme
- Commercial basis
- Monthly retainer
- No
- Per-meeting fees or success fees
Discuss a target market
Geography and targeting breadth determine the scope and investment.
Defined territory · 12-month minimum · Retainer plus commission
Opportunity Development
Develop qualified opportunities your team can value, forecast and progress.
An introduction is only the start of an opportunity. We work alongside your team to establish the need, engage stakeholders and develop commercial substance, so you can value, forecast and progress the business.
Who this is for
For vendors that retain sales ownership but need sustained regional help developing opportunities and maintaining momentum.
What you receive
- Originate opportunities and develop assigned regional leads.
- Build understanding of the need, stakeholders and commercial potential.
- Qualify opportunities against criteria agreed with your team.
- Receive a clear handover with evidence, open questions and next steps.
- Keep Cormargin involved in follow-up and stalled opportunities where agreed.
How we work
Cormargin develops Cormargin-originated opportunities and assigned cold marketing leads beyond the introduction stage, working with your team to establish need, stakeholders and commercial potential. Your team retains ownership of the sales process and customer commercial relationship. Existing warm leads may be treated separately by agreement.
- Investment
- From £5,000/month plus commission
- Duration
- 12 months minimum
- Commercial basis
- Monthly retainer plus commission
- Sales ownership
- Stays with your team
Commission is agreed in the proposal and applies to attributable revenue actually received during the full term of the initial customer contract. Renewals and subsequent deals are excluded unless continued account involvement is agreed separately.
Discuss opportunity development
Scope and commercial terms are tailored to your programme.
Defined territory · 12-month minimum · Retainer plus commission
Outsourced Regional Sales
Put an agreed regional sales function in place while you remain the contracting party.
Build regional business with a team that owns the sales process. We run sales execution, pipeline and account management within an agreed territory, supported by your internal product, technical and legal resources.
Who this is for
For vendors that want regional sales ownership before establishing a local team, or need a defined sales function for a new territory.
What you receive
- Run prospecting, discovery, qualification and customer or partner meetings.
- Develop proposals, negotiate within agreed authority and drive opportunities to close.
- Own pipeline management, forecasts and performance reporting.
- Manage accounts, relationships, renewals and expansion within scope.
- Coordinate internal resources and plan the eventual transition to your local team.
How we work
We operate through shared Cormargin resources, with a named lead and scope agreed for your business. You remain the customer’s contracting party. Sales engineering, demo configuration and professional-services delivery can be scoped as additional services. Following the initial 12-month term, continuation is subject to mutually agreed notice arrangements.
- Investment
- From £10,000/month plus commission
- Duration
- 12 months minimum
- Commercial basis
- Monthly retainer plus commission
- Sales ownership
- Cormargin, within agreed authority
Discuss your regional sales requirements
Packages reflect geography, account scope and service requirements.
Who you work with
The partners you work with.
Formed in 2020, Cormargin brings decades of global executive experience across sales strategy, transformation, marketing and customer experience.
50+
Clients supported
6
Years trading
3
Partners
4
Engagement models
Norm Thomas
Managing Partner
Global project, process and transformation delivery specialist. Norm provides the operational framework and execution capability that turns strategy into measurable results.
LinkedIn
Mark Purdom
Partner
Joined Cormargin in 2024, bringing significant skills and experience in marketing, contact centre and artificial intelligence — particularly in customer experience solutions.
LinkedInService questions
What people ask before we start.
Do we need to start with an assessment?
No. Each service can stand alone. If you already have a strategy, we align the engagement to it and agree the target audience, scope and responsibilities before work begins.
Do you cover all of EMEA in every engagement?
No. We agree the countries and markets relevant to your business. Programmes may start in one country and expand in phases, with coverage and pricing matched to the work required.
Do you work only through partners?
No. Service providers, distribution and resale are particular areas of focus. We also support direct customer routes where they fit the product and strategy.
What is the difference between introductions and opportunity development?
Customer & Partner Introductions ends when a relevant prospect agrees to meet and the meeting is scheduled in both parties’ calendars. Opportunity Development continues beyond that point to develop qualified, forecastable opportunities with your team.
When do you own the sales process?
Under Outsourced Regional Sales, we own regional sales execution and account management within the agreed scope. Under Opportunity Development, your team retains sales ownership and we develop opportunities collaboratively.
Can you provide technical support or customer delivery?
Sales engineering, demo configuration and technical support can be separately scoped. Professional-services delivery, including customer application development, can also be considered under an additional delivery agreement.
What happens when we are ready to hire locally?
We can agree an orderly transition to your local team, including account and pipeline handover, knowledge transfer and any continued advisory or specialist support you need.
How is pricing determined?
The assessment is a fixed-fee engagement. Introductions use a monthly retainer. Opportunity development and outsourced sales combine a retainer with commission. Each quotation reflects the territory, products, account scope and level of support required.
Next step
Discuss your market entry plans
Tell us what you sell, where you want to grow and what support your team needs. We will help define the appropriate engagement.
No obligation30 minutes