Tony Rice

Tony Rice

Group Director

London, UK

Tony leads the business development and account management activities in Equiteq. He is usually the first port of call when companies are considering Equiteq as their partner for growth or sale.

Value to clients

When clients come to Equiteq they normally have a good idea about what they want to achieve, although not always! Tony is good at developing that idea, however clear or vague, into a well rounded set of value creating objectives that need to be fulfilled, in order for our engagement to be successful for our clients. Once the objectives have been agreed, along with the terms of the engagement, he makes sure it gets delivered in a quality way.
  • Client centred in approach
  • Solutions builder
  • Responsive
  • Easy to deal with
  • Gives good advice on B2B sales and marketing


After 15 years in IBM large account management and sales, Tony moved to BT plc where he developed and grew large accounts in the Retail Financial Services sector. After a spell in sales management he took the helm as the head of marketing for the sector worth £500m in sales. In the late 1990s and early 2000s he applied a new strategy to extend the reach of BT’s contact base in the sector through an internet based thought leadership programme. This achieved significant decision maker access, leads and sales. In 2002 Tony was founder and CEO of an internet venture in BT, a Customer Relationship Management (CRM) portal bringing together buyers and sellers of consultancy and CRM solutions, this grew to a highly active community of 110,000 members. In 2004 Tony established his own internet consultancy targeted at the professional services sector. In 2006 he rolled his business into Equiteq.

Other things about Tony

  • Sold the largest mobile phone deal in UK history in 1998
  • Won the CRM Industry Award for Sales and Marketing in 2002
  • Constant studier of internet sales and marketing techniques
  • Rode a fully loaded bicycle from the UK to Greece via the Alps
  • A very keen cook


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