Jo Ingram

Visionary
DISC Type : Ds

Founder, Avel Advisory | Helping Teams Source, Win & Deliver Better Deals at AVEL ADVISORY

Newquay, England, United Kingdom

Overview

Jo Ingram is the founder of AVEL ADVISORY, specializing in value-led B2B sales. With over 13 years of experience, including significant sales leadership roles at Zendesk, she helps teams improve win rates and consistency. She holds a first-class degree in Management with Sustainability from the University of Exeter and is described as clever, proactive, and solution-oriented.

Based on her professional interests in the UK Ministry of Defence and BAE Systems, Jo appears to follow developments within the UKs aerospace and defence sectors. She has also written about the industry-wide shift from remote to in-office work, showing an interest in modern work culture dynamics.

Unique fact: Jo is a vocal advocate for introverts in SaaS sales, highlighting their unique strengths and contributions.

Personality Overview

Direct & Assertive

Fast But Thoughtful

Big Vision Person

They might take some time to make their mind up but once they do, they don't change it easily.  They exhibit a rare combination of being result-oriented but patient at the same time. They are very professional in their approach and can weigh multiple perspectives together.

Topics They Care About

Value-Driven Sales
Her advisory firm is founded on helping B2B teams source, shape, and convert opportunities by establishing value early in the sales process.
SaaS Sales Leadership
She frequently shares insights on coaching underperforming AEs, navigating the first 90 days as a new manager, and avoiding the over-engineering of sales processes.
Introverts in Sales
She is a passionate advocate for recognizing the unique, and often undervalued, strengths that introverts bring to the sales profession.

Media Appearances

Jo has no verified media appearances

Work History

1-2026
Founder, Avel Advisory | Helping Teams Source, Win & Deliver Better Deals at AVEL ADVISORY
7-2022 - 1-2026
Commercial Sales Manager - UKI at Zendesk
1-2022 - 7-2022
Corporate Sales Manager UK/I & DACH - New Business at Zendesk
9-2021 - 1-2022
Senior Commercial Account Executive at Zendesk
7-2019 - 9-2021
Commercial Account Executive at Zendesk

Education

2011 - 2015
BA (Hons) Management with Sustainability Class 1 from University of Exeter
2008 - 2010
Education details unavailable from Moorlands Sixth Form Centre

More Information

Social Presence :

Prographics :

Exp : 16 Location : Newquay, England, United Kingdom Job Level : Leadership Designation : Founder, Avel Advisory | Helping Teams Source, Win & Deliver Better Deals at AVEL ADVISORY
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Insights For Selling To Jo

During A Call Or A Meeting

DO's

  • Let them know of potential risks but suggest mitigation methods alongside
  • Use phrases like 'your team deserves', 'best in class' etc.
  • You can spend time on BANT (or other qualification methodology) but keep it to the point

DONT's

  • Don't focus too much on mutual contacts or bother about other stakeholders, focus on them
  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Don't go over them unless you are left with no other option

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Jo is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Jo

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Jo move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Jo take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Jo

Personality Compatibility


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