About Us
About Competitive Advantage
For 25 years we have been helping companies to develop their Sales and Marketing in construction markets. We can inform your decision making through our bespoke research and publications, develop your people through our learning programmes and help you implement strategies and tactics with the support of our team of experts.
During this time we have become the leading authority on the important subject of specification sales of building products into the built environment. Our expertise includes Specification Sales Training, communicating with specifiers and decision makers, using CPD to engage with architects and engineers as well as writing product specifications.
Our specialist team has been recruited from Sales, Marketing or Specification roles within the construction sector. This experience means we are informed about current issues, familiar with the construction industry’s language and practices and understand the challenges you and your customers face.
Julie Croasdale
Associate
BSc (Hons) DipM FCIM Chartered Marketer
Diversity of Experiences
Chris Ashworth is a marketing and sales consultant with over thirty five years’ experience in the construction industry working with blue chip companies and SMEs. He joined Chubb Fire in 1979 as a marketing graduate, working in their export division, travelling overseas, principally to Saudi Arabia and the Gulf states. Working for Cape from 1984 to 1993 he held front line marketing and key account positions with responsibility for existing and new products in the building sector. He then took responsibility for development of the company’s Asian business covering the region from Singapore up to Japan and down to New Zealand. Over a period of 5 years he developed new markets and opened offices in Singapore and Hong Kong, where he was resident for 3 years. During this period he more than doubled the company’s sales in the region. Returning to the UK in 1991 as National Sales Manager he managed a sales team selling to specifiers, distributors and contractors. Subsequently, as Head of Marketing he revitalised Cape Boards’ technical services department and implemented a CRM system.
Bio
He was recruited into Saint-Gobain Glass UK as Director of Marketing in 1994. He developed and led a programme which took the UK company out of commodity products into added value, establishing leadership in a number of niche markets through specification selling. While there he formed and managed a specification sales team, set up a CRM system and developed a programme to improve the company’s internal communications.
In 1999 Chris founded Competitive Advantage, a consultancy specialising in imparting knowledge about the construction industry through training, market research and implementing strategy. In addition to bespoke research, a number of reports have been published on subjects such as sustainability, BIM and communication channels. Major reports published include 2012 Vision: The Future of the Electrical Contracting Industry and Taking Sustainability to the Consumer.
In researching and writing these reports Chris has gained an understanding and expertise about the key drivers and decision making processes in the industry. This and his industry experience has helped him to write training programmes on marketing and sales issues in a construction industry context including specification sales, key account management and distributor development. In recent years he has run training programmes for various trade associations and many building product manufacturers, both in the UK, Europe and the USA. He has also worked as an Associate Lecturer at Oxford Brookes University.
Chris served on the UK government’s Green Construction Board Promotional Working Group, has been a member of the Construction Products Association external affairs committee, was Chairman of the BIM4M2 Promotional Working Group and is Vice Chairman of the organising committee of the Chartered Institute of Marketing Construction Industry Group (CIMCIG). He is co-organiser of the Construction Marketing Awards and a regular speaker at conferences and a contributor to industry blogs and journals.
Julie Croasdale
Associate
BSc (Hons) DipM FCIM Chartered Marketer
Diversity of Experiences
Bio
Since joining Competitive Advantage, Julie has worked with clients to develop their marketing and specification strategies. The specifier market is important for many construction product manufacturers and developing effective communication strategies, collateral and data for this market is often a principal focus. CPD is a key tool and Julie has worked with many clients to develop their CPD seminars from research, content development and 3rd party approval (if required) through to rolling out to the specification team. Additionally, she has helped clients to develop their detailed product specifications for their own websites as well as their digital specification data for platforms such as NBS Source/ BIM Library. In addition to running training for clients to support the strategies they are developing, Julie also delivers courses on Specification Strategy and Marketing Communications.
Responsible for planning and delivering detailed marketing strategy and integrated communication plans, on time and in budget, Julie has a wealth of experience of a range of marketing tools including PR, branding strategy, advertising, website design and implementation, event management and social media. In addition to working with the Company’s UK specification and sales teams, Julie worked with her international counterparts to develop and roll out marketing initiatives and campaigns.
Since 2019 Julie has been a judge for the Construction Marketing Awards which allows her to share her marketing expertise with the industry.
Jenny Brookes
Associate
Diversity of Experiences
Bio
As well as holding a Postgraduate Diploma in Marketing and being a Digital Marketing Certified Associate, she has a hands-on working knowledge of many aspects of the marketing mix including: strategy, planning and budgeting, marketing communication projects – print and digital, PR, content marketing, corporate ID and branding, social media, CPD writing, exhibitions, product launches and product data library management. She is keen to ensure a positive and consistent brand message is conveyed by all touch points, at all times.
With a great eye for detail, she understands the importance for anyone in the supply chain to have access to the latest, up to date product data, whether it be via the web, CPD learning or the sales person, to ensure that specifications are relevant, safe and promote best practice in the building industry.
Michael Prince
Research Manager
Diversity of Experiences
Bio
Starting as a market analyst intern, Michael analyzed data for client research and created market reports, laying the foundation for his growth. He progressed to a full-time research analyst, collaborating with the founder, Chris Ashworth, and crafting market updates for the newsletter. These updates gained industry recognition, establishing him as an expert.
In 2015, Michael became the Research Manager, strengthening client relationships and developing a sophisticated forecasting model. He harnessed construction project databases to provide valuable insights and enhanced online information-gathering practices. He continued to steer Competitive Advantage’s market research strategy and drive the organization’s market sector reports.
Michael’s journey within the construction industry, from intern to Research Manager, showcases his commitment to excellence and adaptability. His contributions have significantly impacted the organization’s achievements, making him a valuable asset to the construction sector and the Competitive Advantage team.
Sarah Dorgan
Business Administrator
Diversity of Experiences
Throughout her 15-year career, Sarah has consistently excelled as a Senior Administrator and Business Coordinator. Her journey began in the construction industry at Aspire Defence Capital Works, where she supported a team of 150 and excelled in various administrative and procurement tasks. Later, at Actica Consulting Ltd, she specialized in consultancy support and demonstrated her ability to foster strong client relationships.
Bio
However, it is at Competitive Advantage since 2017 that Sarah’s contributions truly shine. She plays a pivotal role in ensuring the consultancy’s seamless operation, serving as a customer liaison, managing training courses, and actively contributing to industry event planning. Sarah’s multifaceted role includes account management, event coordination, and visual material preparation, directly impacting the consultancy’s success and competitive advantage. Her meticulous organisational skills and commitment to operational efficiency make her an indispensable asset to the consultancy.
Since 2017, Sarah has been a crucial member of the Competitive Advantage team, playing a pivotal role in ensuring the consultancy’s smooth operation. Her responsibilities include serving as a customer liaison for consultancy and research projects, managing training courses, and organizing industry events. Sarah’s diverse roles encompass account management, event coordination, visual material preparation, and team support. She efficiently manages the CRM system, compiles client proposals and reports, engages with opportunities, and advocates for customers. Her contributions to visual material preparation, collaboration with team members to meet deadlines, website maintenance, and schedule management for the Managing Director are also noteworthy. Overall, Sarah’s efforts significantly impact the organization’s success, contributing to sales achievements and enhancing team productivity.
Lynda Thompson
Researcher
Diversity of Experiences
Bio
The resulting detailed insights and evidence enable businesses to make marketing and product development decisions. Lynda is a Certified Member of the Market Research Society.
Lynda acted as the customer voice in the development of new products and services at NBS and has worked on multiple projects for RIBA, MHCLG, product manufacturers and other clients on topics as diverse as BIM, the Golden Thread, standards and regulations, contracts, manufacturing and specification.
Nichola Martland
Researcher
Diversity of Experiences
Starting her career with manufacturer BICC and then Pirelli Cables, where she worked in marketing and telesales, Nichola joined Competitive Advantage in 2002. Since then she has specialised in research – interviewing clients, architects, engineers, contractors, house builders, home-lifestyle retailers, builders merchants and specialist wholesalers amongst others. During this time she has gained a good understanding of the construction industry and its issues and is able to talk the language used by these respondent categories to ensure she can engage with them when gathering information. She is also able to draw on her commercial experience to identify opportunities for the client.
Patsy Beckett
Researcher
Diversity of Experiences
Patsy has worked in the market research industry for over 30 years. She started her career working for leading agency BMRB where she worked in Research and Field Management, managing face to face interviewing as well as qualitative projects, and was involved in all aspects of managing the field department. Since 2003 Patsy worked extensively for Lychgate Projects as a research telephone interviewer, interviewing a cross section of people across many different sectors. Joining Competitive Advantage in 2018 she has continued her work as a researcher interviewing all types of job roles in the construction industry ranging from architects, design manager, engineers, technical managers, surveyors, housing associations to suppliers in the industry and trade associations. Through this work, Patsy has gained extensive knowledge and insight into the many areas of the construction industry and has a wide understanding of the current issues faced in the industry.