The oldest problem in sales finally has an answer.
Sellers have always wanted more time with customers and less time on everything else. AI can finally deliver that, but most sales functions don’t yet have the knowledge or capability in-house to make it happen. Amplify exists to close that gap.
Commercial experience and technical depth, in one place.
Most sales teams end up choosing between an AI agency that understands the technology and a training company that understands the people. To move quickly, you need both. Amplify brings together senior sales leadership, experience of running sales change programmes and hands-on AI capability, so you get to the same result faster.
Five principles behind the work.
Start with the commercial outcome
Agree what needs to improve before deciding what to build.
Technology follows the problem
Use the combination of tools and capability the work actually needs.
Build with the people doing the work
Design around how the sales team works in practice.
Adoption is part of implementation
Help the team understand and use what gets introduced.
Measure whether it worked
Return to the commercial outcome and assess what changed.
Meet the founder.
Tom Ridley, Founder
Tom founded Amplify to help the people he has always championed: salespeople and the commercial teams around them.
He began his career training and coaching sales teams across a wide range of industries, helping people change how they sell and close more business. He then moved into selling and leading himself, in large corporates, start-ups and scale-ups. Along the way he has led sales teams operating globally, worked major accounts across new business and account growth, and advised boards on commercial direction.
The later part of his career was in SaaS, selling learning platforms into large enterprises that were already using predictive analytics. Working alongside data scientists showed him how systems share information and how that data can amplify the people who use it. He then joined Futr, a dedicated AI company, just as generative AI arrived, and saw first-hand how it could put knowledge and insight in front of people at the moment they need it. That’s when he set up Amplify.
Outside work, Tom is drawn to anything that’s a puzzle. Woodworking appeals for the engineering and creativity, and golf because no two rounds are the same. It’s the same experimental, ‘what happens if we try this’ streak he brings to AI.
The earlier you know what’s happening inside an account, the better you can work it. When we needed to reduce churn, early visibility from customer success, shared across the whole commercial team, made all the difference. Most organisations already hold that knowledge. AI finally makes it practical to use.
Tom Ridley
Tom captured the attention and imagination of the entire room. Whatever someone’s level of AI understanding, he brought everyone along on the same journey.
Head of Learning and Development, financial services
Start with the commercial problem.
If there’s something in your sales organisation that could be working better, tell us what you’re trying to fix.