About Laurel Way Consulting Group
Founded in 2014, Laurel Way Consulting Group provides sales process consulting to B2B teams across Australia from our Sydney office.
Our registered business
Laurel Way Consulting Group is the official registered business name. We were established in 2014 in Sydney and have spent the past decade working exclusively with B2B sales organisations — distributors, professional services firms, industrial suppliers, and technology-enabled businesses selling to other businesses.
We are not a software company. We do not sell CRM licences, automation products, or training subscriptions. Our work is advisory: we help sales leaders define how their teams sell, review deals honestly, and build processes that survive turnover.
How we started
Founder Margaret Laurel spent twelve years in B2B sales and sales operations roles before opening Laurel Way. The recurring frustration was watching talented reps struggle inside poorly defined processes — stages that meant different things to different people, forecast calls that rewarded optimism, and onboarding documents that described a sales motion nobody followed.
Laurel Way began as a solo practice helping two Melbourne industrial distributors rebuild their qualification criteria. Word spread through sales leadership networks. By 2017 we had added two senior consultants and moved into our current office on Demo Street.
Our team
Margaret Laurel — Principal consultant. Former VP Sales at a national packaging distributor. Leads audits and client relationships.
Daniel Okonkwo — Senior consultant. Background in professional services sales. Specialises in pipeline reviews and deal desk coaching.
Fiona Reeves — Operations and research. Prepares pipeline analysis, coordinates interviews, and manages engagement logistics.
How we work
We start by listening. Every engagement begins with rep interviews and observation before we write a single recommendation. We believe sales process must be co-authored with the people who use it daily — imposed playbooks fail within a quarter.
We are direct in deal reviews and diplomatic in workshops. Our job is to surface uncomfortable truths about pipeline quality, not to tell your team they are doing fine when the numbers say otherwise.
Values
Clarity over complexity. A five-stage pipeline everyone understands beats a twelve-stage pipeline nobody uses.
Evidence over opinion. We look at actual deals, recorded calls, and CRM history — not what leadership wishes were true.
Respect for the rep. Good salespeople know when a process is theatre. We design for the floor, not the boardroom.
Community
We sponsor the quarterly Sydney B2B Sales Leaders breakfast — an informal gathering of sales directors sharing pipeline challenges without vendor pitches. Details on request.