In this episode of the Unlocking Value podcast, John Howard speaks with Marcus Eden-Ellis, the founder and chief executive of Bid Perfect, a specialist consultancy that helps organisations compete, persuade, and win.

Marcus spent decades in senior sales roles before launching his own firm in 2006. Nearly twenty years later, his team has supported more than 900 companies across the UK, Europe and the US, training their people to sell more effectively and build sustainable growth through better bids.

In this conversation, Marcus shares what he has learned about transforming sales from a personality-led exercise into a measurable, teachable discipline. He also explains why the best firms treat every bid as a reflection of how they think, operate and build trust.

Key discussion points include:

• How to identify winning opportunities before investing in a bid.
  
• The value of structure, training and feedback in creating a high-performing sales culture.
  
• Why the most successful proposals focus on measurable client outcomes.
  
• How AI is changing the mechanics of bid writing without replacing human tone or judgment.
  
• What happens when leaders see persuasion as a strategic capability, not a task.
  
• Why long-term partnerships, not quick wins, are the foundation of real business value.
  

For professional services leaders, this episode offers a clear, experience-led view on how to systemise success, strengthen credibility and create teams that know how to win.

This episode is available to stream below or on any of your usual podcast platforms (such as Spotify and Apple Podcasts).

Host: John Howard, Partner at Garwood Growth
Guest: Marcus Eden-Ellis, Founding Director at Bid Perfect