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Alastair Balfour Alastair Balfour

David Farquhar David Farquhar

Tim ScannellTim Scannell

Benny Placido Benny Placido

Debbie Cates Debbie Cates

Nick Shelness

Mike Grant

Riaz Bava Riaz Bava

George Hall George Hall

Mike Kennedy Mike Kennedy

Janet Unsworth

Tim Sandford

Fiona Riddoch

About 2in10

Technology companies seeking a Step-Change in their Revenue Growth need to enhance their marketing and sales capability to achieve the next stage of their development. 2in10 is a Venture Management firm of technology marketing and sales professionals dedicated to helping companies achieve this step-change through knowledge transfer, coaching and execution.

Our companies are usually founded by highly skilled engineers creating exciting technologies: we help you turn these into products that large markets will buy and drive your sales growth. We work alongside your existing team to enhance its capability. We have captured all the skills, tools and techniques learned during our careers to create a comprehensive knowledge-base of globally recognised best practice in technology marketing and sales.

Our model is to understand your needs, transfer our knowledge to your team and work with you to implement and execute your plans. We do not offer consulting services or write reports. All our work is practical, hands-on, and focused on a single objective: helping you to achieve STEP-CHANGE REVENUE GROWTH. Accessing this quality of experience can help to de-risk the journey to building a successful technology company.

To find out more download the 2in10 Corporate CV here. pdf


Our founding Directors comprise a blend of product and channel specialists, who have worked for some of the world's leading technology corporations and entrepreneurs with business-building skills.

  • Alastair Balfour Chairman (Marketing Communications)
  • David Farquhar CEO (Software CEO, Channel Management, Enterprise Software/Mobile & Wireless)
  • Tim Scannell US Director (Market Intelligence/Diligence & Marketing Communications, Software/Mobile & Wireless/Hardware)
  • Benny Placido Director (Software CEO, Channel Marketing & Sales Management

Our Associate Directors bring international coverage in Europe, Asia and North America, as well as additional specialist skills.

  • Riaz Bava Dubai (Sales Development, Hardware/Software)
  • Fiona Riddoch Brussels (Product Management & Business Development, Energy Technologies/Electronics)
  • Mike Kennedy (Product Management, Enterprise Software)
  • George Hall (Sales & Marketing Strategies & Product Management, IT Services/Software)
  • Mike Grant London/Cambridge (Marketing & Diligence, Mobile Content/Games/Telecom)
  • Nick Shelness (Product Management, Product Development & Technical Diligence, Enterprise Software)
  • Debbie Cates (Sales Management & Product Marketing, Hardware, Enterprise Software)
  • Tim Sandford (Product Marketing & Sales Management, Enterprise Software)
  • Janet Unsworth (Technical Diligence, Channel Programmes, Web Integration, IT Services)