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Channel Sales & Partnering Consultancy

Effective channel strategies.  Superior execution.  Shareholder value.


Channel Sales & Partnering Consultancy
for Software Providers

Specialising in the telecoms and energy management sectors


What do we do?

Madden Associates provide professional channel sales and partnering consultancy services to both established and growing software companies.

Specialising in the telecoms and energy management sectors, we build partnerships that are:

• Valuable: making a meaningful contribution to your business.

• Long lasting: typically 3 years or more.

• Sustainable: without disproportionate resource needs.

• Scalable: enable growth greater than the resources invested.

• Durable: able to withstand challenges, adversity and competition.

• Profitable: for clients and partners.

• Repeatable: industrialised and consistent.

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How do we help?

Madden Associates can help if you are looking to:
• Establish a software business in EMEA.
• Grow your business through partners and channels.
• Enhance the value of your business through recurring revenues.
• Develop your EMEA business through partnering.
• Define channel and partnering strategy.
• Implement professional channel programmes and policies.
• Execute effective channel sales activity.
• Develop marketing materials for channel partners.
• Negotiate contracts with channel partners.

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Our Story

Hi, I'm Ash Madden and this is my business.  

With many years of channel sales & partnering experience in companies ranging from startups to IBM, my company has the capabilities and expertise to take your business to the next level.  

We combine our insights and skills to transform your processes and strategies, and in turn, your company.  We’re proud to help shape and improve how our clients structure and manage their business.

Reaching a Deal

Our Track Record

"Ash’s contribution to our partnership was both broad (commercial, technical, logistical) and deep (detailed, dedicated, determined).  His work was pivotal to the success of our project and I would recommend his services highly.”

Can Cihan, Senior Product Manager, O2 (Telefónica UK)

“Ash is an exceptional client manager who works diligently to ensure the relationship between the companies worked well and to the benefit of both organisations.  Highly recommended.”

Steve Braden, Global Product Lead, Ensono

“Ash has a unique ability to identify business opportunities in strategic accounts and to convert these into highly profitable long-term revenue earning projects.”

Steve Bowker, CEO & Co-Founder, Cardinality

"Ash is one of the most effective sales professionals I've had the pleasure of working with.  He actually _listens_ and focusses on the customer's real imperatives.”

Nick Parsons, Global CTO, Bravura

On Your Marks

Get started today!

We offer a complimentary initial consultation to understand your requirements and help assess the benefits to your business.  This is an opportunity for us to get to know each other and form a mutual understanding.  Please contact us to discuss your situation and we will be pleased to advise.

Could your company benefit from expert channel sales and partnering assistance?