TrueNorth Sales Advisory was founded by Simon Baines to help businesses turn their sales or customer service processes and CRM systems into competitive advantages.
With over two decades of experience in sales leadership and business improvement, Simon understands the practical challenges sales and customer support teams face day to day. He has seen first-hand how unclear processes, poorly embedded CRM systems, and inconsistent pipeline management can limit performance - even where the right people and systems are in place.
This experience shapes TrueNorth's approach. Rather than offering generic frameworks or theory-led consultancy, Simon works alongside leadership teams to create clear, practical solutions that fit how the business actually
operates and that teams can realistically adopt.
About the Founder
Simon is known for his calm, structured, and pragmatic style. He acts as a trusted advisor, helping clients bring clarity to sales operations, reduce risk in change initiatives, and achieve measurable improvement - whether supporting a specific project or providing ongoing advisory support.