Company story
After decades in commercial strategy and management, we saw how businesses struggled, despite great service provision, with these challenges:
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Over-reliance on a few clients
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Losing a key client and being unable to quickly replace them
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Key clients are taken for granted and relationships become transactional
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Growth stalling with new clients
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Lapsed clients and you don't really know what happened
We wanted to directly address these issues by creating a way of improving the outcomes for B2B services businesses by simplifying and systematising their approaches to managing client relationships
Our mission
At Symbioss, we put client relationships at the heart of growth in B2B services, providing a systematised approach to their management, unlocking risk reduction and sustained gains in revenue and reputation
Benefits of client relationship-led growth
Referrals and retention
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Increasing client retention rates by 5% can boost profits by 25% to 35% (Bain & Co 2015).
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Companies with strong client relationships generate more referrals, leading to new business opportunities. Referred clients have a 35-40% higher lifetime value (Accenture 2023).
Cost savings
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Retaining existing clients costs 5x less than acquiring new ones (Bain & Co and Invesp, 2023).
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Improved supplier or partner relationships can reduce contract disputes, cutting legal costs by up to 20%.
Client satisfaction and loyalty
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Distinctive and focused client experiences that increase satisfaction can increase share of wallet by 5% to 10% (McKinsey 2025).
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Top quartile NPS shows 2x revenue growth vs bottom quartile (Bain & Co 2023).
Reputation and trust
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Companies with trusted relationships recover 25% faster from reputational damage (Weber Shandwick Reputation Report 2023).
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Investor confidence: Strong partnerships and credible relationships can lead to higher market valuations (up to 20% more).
Profit margins
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Securing 12%to 23% higher profit margins by prioritising proactive client engagement over reactive responses (Emblaze 2025).
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Boosting profit by 128% and sales by 131% through the extensive use of customer analytics (McKinsey 2025).
Revenue growth
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Generating between 19% and 30% higher annual revenue through proactive sales habits rather than reactive ones (Emblaze 2025).
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Realising a 23% higher yr on yr growth rate by doubling down on adaptive and customer centric strategies (Valasys 2025).
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Achieving 2* the average revenue growth of industry peers by using sales systems and executing repeatable sales processes (Bain & Co 2025).
The team
Founder
Liz Ashton has spent her entire career in:
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Sales and business development
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Corporate reputation and communications
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Marketing, branding and positioning of companies
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Mediation and conflict management
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Partnership and ecosystem development
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Strategy creation and implementation
Liz has set up and successfully run her own global business as well as working for Diageo, Yardley and ASDA. She has spent time working for medium sized enterprises in the UK and Australia.
Advised by:
Paul Maidment has spent his career in managing and leading the following activities:
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Sales and business development
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Corporate reputation and communications
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Marketing, branding and positioning of companies
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Strategy creation and implementation
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Partnership development
Paul had a long and varied career at the BBC's commercial arm where he ran a number of successful business units, latterly and most notably BBC Motion Gallery the video archive content arm. He then went on to consult, working with a variety of organisations both established and developing to help them realise their commercial potential and goals.
Athene Moody has spent her career in client service and administration with a focus on:
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Data analysis of market trends
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Commercial awareness and strategic thinking
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Organisation and planning for clients
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Pragmatic problem solving
With over four years of experience in customer-facing roles, Athene is an expert at creating and sustaining interpersonal relationships. Her excellent communication and administrative skills provide critical opportunities for growth both internally and externally here at Symbioss.
Assisted by:
How we've made a difference
Symbioss was delighted to support a media company that had lost touch with their intermediary PR agencies. We mapped and segmented the market and reviewed what wasn't working with their growth efforts. Using our RelaValue System, we collaborated with the sales team and directly worked with the targeted intermediaries to develop impactful relationship-focused client plans. This immediately led to an increase in orders and an overall boost in early client enquiries
Symbioss was also instrumental in building a new audience outreach approach with a B2B coaching company. We re-ignited their outreach efforts, by analysing and segmenting their existing client base, creating a rationale for targeting specific segments and developing a new approach to reaching those audiences
What working with us is like. We:
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Protect leadership time and minimise disruption, fitting around you
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Agree clear data handling procedures upfront, including storage, access, and retention
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Handle internal sensitivity with care, so its always constructive and not threatening
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Make it safe to be honest, without turning it into a blame exercise
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Focus on actions you can implement quickly, there are no long reports
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Keep progress visible, you will not have surprises
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Build capability, so your team can follow the approach without us
Contact us
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