Company
Helping technology vendors and strategy consultants make smarter, strategic decisions with expert insights and proven industry experience.
Who we are
The Team Room blends strategy with execution, working hands-on with businesses to turn plans into results. With decades of experience, we help tech vendors and strategy consultants navigate complex decisions by:
Identifying market opportunities and growth strategies
Defining value propositions that drive differentiation
Creating actionable, data-driven go-to-market strategies

Who we help
We work “on the business” and “in the business”, offering tailored support for different client needs:
On the business
We provide expert advice to help businesses improve their growth potential and exceed commercial goals. Our focus is on guiding the company itself, ideal for:
Technology Vendors
Seeking expert support in the creation, review, and implementation of key business growth initiatives.
Management Consultants & Industry Analysts
Needing an objective, expert perspective to guide the design and build of consulting methodologies, engagement tools and practice optimisation techniques.
In the business
We work with you and your team to drive execution, delivering projects on a shared revenue or fixed fee basis. This is best suited for:
Investor Teams (VCs & Private Equity)
Building a differentiated operating platform for their portfolio companies.
Strategy Consulting Firms offering Commercial Due Diligence
Offering an outside-in analytical perspective to test investment theses and uncover new opportunities.
What makes us different
Our approach offers a unique blend of strategic insight and hands-on execution, and a commitment to delivering real impact.
We ensure our clients receive real, measurable results—beyond just reports and recommendations.
Direct engagement
We work directly with company leaders to provide tailored, hands-on support.
Industry expertise
Decades of experience across the most current technology sectors.
Commercial flexibility
Custom engagement models that adapt to your business needs.
Actionable insights
We translate data and strategy into tangible business outcomes.

Our results
We solve problems.
We drive growth.
We deliver results.
How we work
Using our Discover. Decipher. Decide. Deliver. framework, we ensure clarity and strategic direction at every stage.
With execution at the heart of our work, we turn strategy into results.
Discover
We collect and analyse market data, customer insights, and competitive intelligence to understand the landscape.
Decipher
We extract key patterns, assess strengths and opportunities, and develop strategic options.
Decide
We work with you to decide best fit actionable strategies to drive sustainable growth and competitive advantage.
Deliver
At the core of our process, we work with you to embed solutions, drive measurable results, and ensure long-term success.

Our team
Ed Cordin
Founder
“I love helping clients uncover opportunities, navigate challenges, and make confident decisions that drive real impact.”
Ed Cordin has spent his career at the intersection of technology, strategy, and investment. Starting in high-tech manufacturing, he moved into sales before leading channel development and business unit strategy across EMEA. By the late 1990s, he was advising tech vendors on market entry and growth at Activia, laying the foundation for his expertise in strategic consulting.
In the 2000s, Ed became a trusted voice in industry analysis, holding leadership roles at Gartner and IDC, where he shaped vendor strategy, go-to-market, and market positioning research. His recent work in Gartner’s Content Strategy & Transformation team helped the modernisation of key frameworks like the Magic Quadrant, Critical Capabilities and Market Guide. Drawing on decades of experience, he founded The Team Room to help tech vendors and strategy consultants assess and grow in increasingly complex markets with clarity and confidence.
Recent challenges & solutions