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Michael West FCIM FIC WCOM

Senior Partner at BeStrategic


Mike has an Economics Degree from the University of Wales, is a Fellow of the Chartered Institute of Marketing and the Institute of Consultancy and is a Freeman of the Worshipful Company of Marketors – a charity supporting City of London beneficiaries.

He has also been Chairman of the Prince’s Trust for Cambridgeshire, Chairman of the Chartered Institute of Marketing for Cambridgeshire and Honorary Secretary of the Lord’s Taverners for East Anglia.


Mike has been the Senior Partner at BeStrategic, a Cambridge based marketing and sales consultancy for twenty years. He has delivered consultancy and training projects in Sales, Business Planning, Finance and Strategic Marketing in fourteen countries in the Business, Consumer and Government sectors working for clients such as Acevo, Riba, Seagram, McDonalds, Kingfisher, The Guinness Trust, BT, Xerox, Serco, Dorsetshire Police, the NHS, MoD, Cambridge University, Alexander Forbes, QBE, The Prince’s Trust, UK Trade & Investment and the Manufacturing Advisory Service for West Midlands and the South East.


He has spent thirty five years in senior management positions, consultancy and training and has global experience in Strategy, Marketing, Brand Development, Sales and Finance. He lived for ten years with Xerox in the USA and Australia where he was Head of Marketing and was Managing Director of part of the James Hardie Group in Australia servicing Hong Kong, Singapore, Australia and New Zealand.


Mike’s specialities are Strategy, Strategic Marketing and Business Development at board and management level where he has experience in sales team management, negotiating skills, market research, competitive benchmarking, channel management and direct marketing. Mike’s company also delivers sales training programmes which focus on negotiating skills, sales organisation structure and selection. One speciality is to bridge the gap between sales, management accountancy and business decision making by use of financial models to verify and track business options.


Examples of onsite assignments include sales development and assessments of distribution channels in twelve countries including USA, Canada, Russia, Poland, Turkey, India, South Africa, Singapore and Eastern Europe and research into market trends in Australia and the USA. Recent projects include management programmes for a German bank and Russian companies delivered in Moscow and London and programmes delivered recently for two Ghanaian government businesses and a series of training programmes for a UK client in Ottawa and Singapore.





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