About Us

Helping Professional Services Teams Succeed.
Experience-based learning for Professional Services teams.

Foundations of Excellence: why J21A was established

Something happened to Professional Services.

It used to be the team that went out and solved the problems that the client had discussed with Sales. PS practitioners helped clients not just adopt technology, but embrace meaningful, beneficial change – across people, processes, and technology.

Today, however, many PS teams are restricted to narrow tasks like installing, integrating, and configuring software. Practitioners often work remotely and in isolation, following rigid implementation guides instead of truly consulting to solve problems. Worse yet, success is increasingly measured by billable hours rather than actual client outcomes. As a result, many talented professionals have left, seeking roles where they feel more valued, and PS teams are being downsized as CFOs seek to minimise costs.

The result? Client problems go unsolved, and the value of products and services diminish alongside. Churn risk increases and growth stalls.

J21A was founded, by Steve Beckley and Martin Roxby, to reverse this trend. It’s time to put the ‘professional’ back into Professional Services, helping teams elevate their role from mere implementers to trusted, strategic partners. Our approach is designed to empower PS teams to focus on what truly matters – delivering client value and driving successful transformations.

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People Gathered Inside One Room
Professional Services Primer Series

By Steve Beckley & Martin Roxby

J21A Publications

J21A Publications produces books and papers designed to help Professional Services Leaders and Practitioners develop their knowledge and understanding of key aspects of running a successful PS business.

Professional Services Primer Series:

Commercial Understand for PS Leaders & Practitioners

Strategy & Leadership for Professional Services

Project Management for Non-Project Managers 

Whitepapers

The Professional Edge Skills & Knowledge (PESK) Framework Overview

Events

J21A attended PropelX in London in 2025. Both founders were invited to deliver a talk entitled:

Steering Through the Storm: Building Strategy in a World That Won’t Sit Still

Our Team

All J21A’s training and coaching is delivered by it’s highly experienced co-founders Martin & Steve

Martin Roxby

Founder

Steve Beckley

Founder

People Who Love Our Place

A descriptive paragraph that tells clients how good you are and proves that you are the best choice that they’ve made.

Professionals having a Meeting

Our Publications

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