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Work experience

Jun 2010Present


Sonsie Selling Limited

Formed company to provide 21st Century selling tools, consultancy and other services to technology companies

Main focus is on crystal clear messaging, value proposition and exceptional forms of communication.

WhiteboardSelling is core part of the proposition which now includes multiple services covering Business Development, Channel Managemenet,  Marketing Strategy and Buyer Engagement.

COO Responsible for Service Creation and Delivery, Business Development, Partner Management, Process Automation

Jul 2008Jun 2010

Head of Sales UK

Axios Systems

Global IT Service Management Software Vendor

Promoted to Head of Sales role from within.

Built team of 12, Sales, Pre-sales and Account Management to engage the UK market.

Increased Market share in a rapidly commoditising market.

Introduced Whiteboard Selling approach to Sales and presales activity

Aug 2002Jun 2008

Business Deveopment Manager

Axios Systems

Generated new name business software licence sales

Company wide, highest acheiving Sales Rep for 4 years running.

Responsible for securing multiple, Global blue chip accounts in several vertical markets  inlcuding Hilton Group, Abbott Group, Kingfisher Group and Standard Bank

Resposnible for Directing on-line thought leadership Webinars

Aug 2000May 2002

Business Development Manager


A Global Telecomms Operational Support Systems Software Provider.

Selling convergent billing software platform. Responsible for new business sales in Northern Europe region and account Management of key Irish Account

May 1998May 2002

Training Consultant


Telecoms Software Billing Company (was later merged with Telesens)

Responsible for configuring Software Billing Solution on site for world wide customer base.  Delivered suit of training courses in Customers care, Marketing and  Finance on site to customer base.

Jun 2002Apr 2000

Head of Pre-Sales


Telecoms Software Billing Company (was purchased by Convergys) Lead team of 6 pre-sales consultants, resposible for supporting the Sales function in 5 regions  world wide.  Responsible for creating all tender documentation and delivering all system demonstrations. 

Apr 1992Apr 1998

Logistics Analyst

British Aerospace

Joined as graduate trainee. Worked a wide range of disciplines, settling in the area of business systems, creating and training on software systems that generated sales of aircraft support equipment.


Aug 1989Mar 1992

3 Year HND

Napier Polytechnic

Won Bursary from The Ministry of Defence

"Sandwich Course" - Included 6 months work experience working for the MoD


Market Knowledge
Experience in Multiple Technology Markets across a number of Industries   Includes:  Telecoms, IT Service Management, Business Service Management, CRM, Accounting, Business Intellegence.  Industires include: Retail, Telecoms, Pharmaceutical, Hotel and Leisure, Public Sector, Finance and Aviation.  
Business Process Creation
Extensive experience, identifying and tuning optimal Process to achieve business goals and implementing repeatable systems  
Motivational Leadership
Track record in building and inspiring  successful teams
Multimedia Communication
Extensive experience using Visual aids, physical models, sound, video, language cues (NLP) to engage audiences


Alison Hefti

Calum has the personality and enthusiasm to lead, Mentor and motivate his sales force to achieve great results.  He is also a fantastic coach and I have benefited so much from his contribution that I will also be grateful



  • Wide Experience in Software Industry including Direct Sales, Pre-Sales, Sales Leadership, Account Management, Channel Management and Marketing
  • Expert in influential communication, in person and using digital media
  • Expert trainer with extensive experience delivering training on-site to international audiences


To enable people to find the rock star within them and help them communicate with charisma


Triathlon, Eating, Cooking, phsycology, Film making,  Family Life,

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