Open & Informed (OAI) Ltd

Aldershot, United Kingdom

Know your market. Grow your revenue. Keep your customers.

Open & Informed Ltd is a UK consultancy that helps scaling businesses make better commercial decisions using market intelligence, sales strategy and customer retention expertise. Founded in 2024 by Carl West, the firm is built around the KGK Framework: Know (market research and competitive insight), Grow (go-to-market, pricing and sales strategy) and Keep (churn reduction, loyalty and lifetime value). Every engagement starts with an audit of the client's internal data combined with external market intelligence, followed by practical playbooks for sales and renewals that the client's team can use straight away. Clients include technology vendors, distributors, agencies and healthtech and analytics companies. The founder brings 20+ years of senior commercial experience across market research, distribution, vendor and trade association sectors, including leadership roles at GfK, Quantilope and Foxintelligence. Career highlights include managing £16m of revenue with 98.8% client retention, and building a £1.11m ARR pipeline in eight months. Carl judges the CRN Channel Awards and CRN Sales & Marketing Awards, and speaks at industry events including IFA and Channel Summit.

1 person in their team

Speaks English

Sortlist member since 2026

Founded in 2024

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Open & Informed Ltd is a UK consultancy that gives scaling businesses the market intelligence and commercial strategy they need to make confident decisions. Founded in 2024 by Carl West, the firm is built around the KGK Framework: Know – market research, competitor mapping, customer insight and voice-of-customer research, so decisions rest on evidence rather than assumption. Grow – go-to-market strategy, sales frameworks, pricing and pipeline review, turning intelligence into repeatable revenue. Keep – churn diagnostics, loyalty design, NPS tracking and lifetime-value growth, protecting the customers you have already won. Every engagement begins with a diagnostic audit that combines the client's own data with externally sourced market data. We then deliver focused, practical outputs, such as sales and renewal playbooks, pricing recommendations and retention plans, rather than reports that sit on a shelf. Engagements range from single-day audits and workshops to retainer-based support. The founder has held senior commercial roles across market research, distribution, vendor and trade association sectors. Highlights include managing £16m of revenue at 98.8% client retention, building a £1.11m ARR pipeline in eight months, and generating €750k of upsells in six months. He judges the CRN Channel Awards and CRN Sales & Marketing Awards and speaks at industry events including IFA and Channel Summit. Clients include technology vendors, distributors, agencies and analytics and healthtech companies.

Skills in Market Research (7)

Growth Marketing

Marketing Analytics

Marketing Consulting

Analytics

Marketing Development

Sales Marketing

Market Research

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HeadquarterWoodland Walk, Aldershot, UK