M2 Advisory is a principal-led practice that helps organisations sell better: sharper commercial strategy, stronger sales teams, and training built around the deals you are working on right now.
Led by Kamal Yusuf, a commercial leader with more than 20 years in B2B sales, from Microsoft and Oracle to running a $55M+ annual P&L. About Kamal
Twelve patterns we see again and again. Most organisations recognise three or four of them straight away.
The offer doesn't match what the market actually values or needs.
Buyers don't know who you are or what you do.
Little real-time read on shifting market and competitor dynamics.
Sales commits to more than operations can actually deliver.
A disengaged or under-resourced team quietly caps performance.
Manual processes and patchy data leave leaders steering without a reliable view of the pipeline.
Deals won on price alone, not on lasting relationships.
Weak conversion at the moment that decides the deal.
Prices that don't reflect true value, market position or margin needs.
Value leaks through weak terms, payment structures and contract conditions.
A reactive, inconsistent approach to RFPs, RFQs and tenders.
Customers are won, but not kept and grown over the long term.
Pinpointing which of these is costing you most, and why, is what our Commercial Growth Diagnostic is for.
Each one starts from where your commercial function is today. Many clients begin with a diagnostic; others come with a defined problem that needs solving now.
A rapid, evidence-based assessment of where growth is being left on the table.
A short, sharp engagement with hands-on delivery, not just advice.
Senior commercial leadership without the cost of a full-time hire.
Tailored training that builds lasting sales and commercial capability across your team.
Training only pays off when people use it on the next deal. The Academy is shaped around your market, your team's experience and, ideally, the opportunities they are working on.
Structured delivery of core commercial skills.
Training linked to your own live commercial cases.
We design and facilitate sales and commercial programmes for training companies, colleges and corporate academies, delivered under your brand or ours, in person or online. You get a senior practitioner in the room, not a generalist trainer working from a slide deck.
B2B organisations that want more from their pipeline, pricing and key accounts.
Training companies, colleges and corporate academies that need a senior commercial practitioner to design or deliver programmes.
Founder-led and scaling companies that need senior commercial leadership before a full-time hire makes sense.
Donor-funded programmes and implementing partners working on SME growth, market access and supplier development.
Sector experience: oil and gas, government and ministries, transport, tourism, healthcare, education and the charity sector.
M2 Advisory is deliberately small at its core. Every engagement is scoped and led by our founder, so the person who diagnoses the problem is the person who works on it with you.
Where a programme needs more capacity, such as several training cohorts or more than one market at once, we bring in associate trainers and specialists we know well. The engagement stays under the same lead from start to finish.
No hand-off from the person who scoped the work to a junior team who deliver it.
We work on your real pipeline, pricing and accounts, so the results show up in revenue, not just in feedback forms.
Every engagement leaves your team able to keep going without us.
Founder and Principal Advisor
Kamal has spent more than 20 years in B2B sales, negotiation and commercial leadership. He built his early career at Microsoft and Oracle, and has since led commercial functions at enterprise scale, including a $55M+ annual P&L and nine consecutive years of double-digit revenue growth.
His background sits where sales and people development meet. Alongside his commercial career he has worked in learning and development, redesigning L&D and competency frameworks for an 8,000-strong workforce. He is a Chartered Member of the CIPD, a SHRM Senior Certified Professional and an ILM Level 7 qualified executive coach.
That combination shapes how M2 Advisory works. Most commercial problems are also people and capability problems, and fixing one without the other rarely lasts.
Kamal also founded a UK nonprofit that won competitive Big Lottery Fund grant funding and a partnership with the British Heart Foundation.
Tell us where growth is stalling, or what your team needs to get better at. An introductory call takes 30 minutes and comes with no obligation.
Working with clients in the UK, the Gulf, Africa and internationally.
