B2Education Unpacked - The Education Growth Podcast

Stella James

B2Education Unpacked — The Education Growth Podcast The gap between pitch decks and playgrounds. Between what gets built, what gets sold, and what happens when it meets children. Hosted by Stella James — former EdTech founder, commercial leader, and someone who's sat on both sides of the table — each episode unpacks why the gap between selling into education and succeeding in it is wider than most people admit. Real conversations with the founders building products, the leaders buying them, the implementers dealing with the fallout, and the people asking whether any of it actually works. If you sell into schools, lead an EdTech business, or work in education procurement — this is the show that doesn't pretend it's simple.

Episodes

  1. 3 days ago

    Episode 10: Jo Stone THE RECKONING

    Nine episodes interrogated education technology — the builders who create it, the suppliers who sell it, the implementers who deploy it, the interrogators who question it. Jo Stone is the one who has to make it work. Eight thousand pupils, twenty schools, primary, secondary and special. After all the promises, evidence and criticism, what actually survives implementation? Jo Stone is PedTech Lead at Discovery Schools Trust, implementing education technology at scale across twenty schools and around eight thousand pupils. She sits exactly where the pitch meets reality — choosing what to buy, getting teachers to use it, and proving it made a difference. She's been stung both ways, and she's candid about why. IN THIS EPISODE Why implementation starts with the curriculum and the classroom problem, not the tool — and why doing it the other way round is how it fails EdTech as enabler, not driver — the tool enhances the pedagogy already in the room, it doesn't replace it The platform working group — the six-person trust panel (CTO to governance lead) that vets every new app on curriculum fit, overlap with existing tools, and the data and safeguarding question of where it's stored Infrastructure before apps — Wi-Fi and connectivity first; primary is one-to-one device, secondary and special still on the journey, and the roughly 50% good-internet reality that breaks deployments Teacher development time — dedicated weekly time on top of PPA (it started at two hours, now one) to trial and plan, because resistance is usually time and overwhelm, not the tool The 60% adoption benchmark (echoing Neelam Parmar) — and the one platform Discovery sits well above it Why training is never 'done' — CPD recurs every year as staff move on and ECTs arrive; the half-termly ped tech PLC and open days with live lessons built around four or five apps Blended Learning Champions — classroom teachers who lead adoption in their own schools, because teachers buy from teachers What suppliers underestimate — the six-month-to-a-year support window after go-live, and the assumption people will just know how to navigate it How impact gets tracked at scale — usage reports, an annual review, and the budget call when a platform isn't used; never 'a bad product', always 'wrong fit or wrong training' The honest adoption maths — give a platform a good year; around 30% act on the initial training, the rest follow once success is cascaded at staff meetings Onboard experienced teachers first — they see where a tool solves a real problem in ways ECTs can't yet, and their creative use becomes the case study suppliers should want Choosing between expensive-with-evidence, cheap-but-loved and middling-with-case-studies — why piloting across your stronger schools beats the spec sheet The redesign she'd make — national digital teaching-and-learning standards (England has infrastructure standards but not these; Ireland, Wales and Scotland do) Why AI is jumping the queue — you can't layer AI onto schools without devices, connectivity and embedded platforms first, and quietly adding AI behind the scenes forces a whole safeguarding and policy rewrite. The ask: transparency Episode 10 closes THE RECKONING — and Series One. LINKS Listen on Spotify, Apple Podcasts and everywhere via Podbean Full episode and transcript: https://podcast.co/b2educationunpacked EdTech Sales Mastery course: https://seventhsibling.co.uk/self-paced-courses Website: https://seventhsibling.co.uk

    Episode 10: Jo Stone THE RECKONING
  2. 26 Aug

    Episode 9: Ed Tranham | THE INTERROGATORS

    EdTech raises money, promises to revolutionise education, and quietly disappears. Ed Tranham has been publishing The Assignment Report for over two decades — M&A, funding, retention, valuations — and the data tells a very different story from the press releases. Ed Tranham is founder and editor of The Assignment Report, the UK's longest-running source of M&A intelligence, funding data and market analysis for the UK education sector. His 2025 Company of the Year was IMP Software — bootstrapped since 2019, around 55% market share, £14m revenue, 40% growth, 120% net revenue retention. They sell finance and procurement software. Nothing sexy. Everything essential. IN THIS EPISODE ·      Why IMP Software won Company of the Year — and what they got right about MAT centralisation that curriculum-content companies keep getting wrong ·      The 80% drop in early-stage EdTech fundraising since the COVID peak — what's behind it and what investors are actually looking for now ·      Why AI is making it harder to raise, not easier — including the investor who pulled out when a junior showed a senior partner how to replicate the product in half a day ·      Why Twinkl is still winning despite AI — a paid Twinkl subscription is cheaper than a paid ChatGPT subscription, and the content is curriculum-aligned in a way a general tool can't match ·      Back office scaling vs. curriculum fragmentation: why MIS, HR, budget planning and procurement are winning, and why the maths-product market is eating itself on price ·      Tech stack due diligence — the new category of investor scrutiny that didn't exist a few years ago, and why integration capability now matters at deal stage ·      The primary-sector case study of a product with 90% renewal — acquired, training removed, fell off a cliff ·      The 'company you wanted to sell to just accelerated past you' trap — why you can grow, and still become too small to be acquired ·      The current acquisition sweet spot — £2–3m revenue businesses, not the £5m ones that used to be the target ·      Sparx Maths and Educake as acquisition examples — and what 'filling a capability gap' actually means when a larger company is doing the buying ·      The disappearance of the local-authority advisor channel — why EdTech sales got harder as LAs shrank, and what MAT centralisation is finally restoring ·      The Education Lead role — why more EdTech companies now need a senior education hire, and why Patrick McGrath is the model Ed points to ·      The three skills every EdTech startup selling into schools needs — sales and marketing, technical, and pedagogy — and which one they keep under-hiring for ·      BETT presence vs. actual business performance: the correlation isn't what you'd guess ·      AI-assisted product development cutting cost to market — and the defensible-moat problem that creates for investors Episode 9 continues THE INTERROGATORS block of Series One. LINKS Listen on Spotify, Apple Podcasts and everywhere via Podbean Full episode and transcript: https://podcast.co/b2educationunpacked EdTech Sales Mastery course: https://seventhsibling.co.uk/self-paced-courses Website: https://seventhsibling.co.uk

    Episode 9: Ed Tranham  |  THE INTERROGATORS
  3. 12 Aug

    Episode 8: Catherine Lane | THE INTERROGATORS

    Catherine Lane has been doing EdTech PR and marketing for over twenty years, which means she's watched every flavour of hype arrive, plateau and get replaced. She runs one of the UK's most credible agencies in the sector — and she's been generous enough to come on and talk about where the line is and how often it gets crossed. Catherine Lane is founder of The Influence Crowd, the UK's specialist EdTech PR and content agency. She sits on the PRCA PR and Communications Board and works with clients including Juniper Education, GL Assessment, and SIMS. Her January 2026 guide to UK teacher influencers on TikTok is one of the most read pieces in the space. IN THIS EPISODE ·      Why the MAT leadership conversation has shifted from 'small-win' products to 'move-the-needle' products — and what that means for how you have to communicate value ·      What IMP Software has done right in how they talk to the sector — and why it's less about the product and more about the helpfulness of the surrounding content ·      The 20–40 touch points problem — why no EdTech sale happens on one channel, and why companies relying on email alone are watching their pipeline flatline ·      The single-channel plateau: why email-only marketing that worked five years ago has flatlined, and why buying another list won't fix it ·      Twinkl's 25% growth as the teacher-first benchmark — and what EdTech brands can learn from it about where influence actually travels in schools ·      TikTok teacher influencers — how to know if it's genuine advocacy or dressed-up advertising, and the contract clauses that stop you paying three times for the same content ·      Why brands need educationists on the team — and the practical alternative of paying former maths leads and classroom teachers for advice during the holidays ·      Facebook's continued role in the sector — why SENCO and primary-teacher groups are still alive even as Twitter and LinkedIn change shape ·      Instagram vs TikTok as content channels — the different registers, and why selling on TikTok kills engagement ·      A mental-health campaign case study that delivered a 275% lift in sales leads for an EdTech client, the Young Minds partnership that made it possible, and why most brands won't touch this territory ·      Why EdTech marketing should learn from B2C on emotion — B2B in education has an emotion vacuum, and the campaigns that push into it are the ones that land ·      The ROI-obsession trap — why measuring every touchpoint against direct sales attribution is the wrong measurement, and what 'engagement, trust, visits' looks like instead ·      The TikTok age demographic that keeps surprising clients — hint, it's not teenagers ·      Why journalism is leading with case studies now, not data summaries — and what EdTech marketers should copy from that shift ·      The Stephen Bartlett spelling-mistakes tactic — and why small human signals are about to matter more, not less, as AI-generated content floods every feed Episode 8 continues THE INTERROGATORS block of Series One. LINKS Listen on Spotify, Apple Podcasts and everywhere via Podbean Full episode and transcript: https://podcast.co/b2educationunpacked EdTech Sales Mastery course: https://seventhsibling.co.uk/self-paced-courses Website: https://seventhsibling.co.uk

    Episode 8: Catherine Lane  |  THE INTERROGATORS
  4. 29 Jul

    Episode 7: Laura McInerney | THE INTERROGATORS

    Teacher Tapp asks around 10,000 teachers a day what's actually happening in their classrooms. Including Christmas Day, when they also discovered that 23% of people put cauliflower cheese on their Christmas dinner. Laura McInerney is here to talk about what the data actually shows about EdTech — and most of it isn't comfortable reading. Laura McInerney is co-founder of Teacher Tapp, the UK's daily teacher survey platform, and one of the most widely-read voices in education journalism and policy. Her team publishes annual reports including 'The Seven Types of Teachers on Social Media' and 'Brands That Rule the World' — both of which are free and both of which EdTech companies should read before writing their next launch plan. IN THIS EPISODE ·      The school infrastructure reality EdTech companies assume away: 36% of primary teachers and 27% of secondary teachers report very slow internet, and London is among the worst ·      What actually survived COVID — Microsoft Teams is dominant in over 90% of English schools, Loom has essentially disappeared, and voice-note feedback quietly died ·      The monthly brand tracker and annual 'Brands That Rule the World' report — how EdTech companies can actually see where they stand against the competition ·      Jay Ashcroft's two-loss diagnosis — marketing promise mismatch and implementation gap — and why the product usually isn't the broken bit ·      Why teacher scepticism is rational: marketing over-promise, not product function, is what breaks trust ·      The confidence gap — why teachers who report being confident often don't behave that way in the moment, and why practice-practice-practice in the first three months is non-negotiable ·      The implementation gap most EdTech companies don't budget for — pop-up tutorials hit teachers in the middle of a lesson where the real priority is pupil behaviour ·      The 2009 VLE policy overspend — and why the decade of scepticism it created is finally lifting, making now a more positive moment for EdTech than six years ago ·      Why 'saves you time' is a claim teachers have learned to ignore — what they actually do when you give them time back ·      The Ucas-reference example — 3 days becomes 2.5 hours with general AI, and why those one-off specific wins are why teachers reach for ChatGPT rather than your EdTech product ·      Notification overload — why most EdTech products are undoing the time they save by pinging teachers all day, and why Teacher Tapp sends theirs at 3:30pm on purpose ·      The rise of the 'seventh category' teacher — completely off social media — and what that means for every EdTech marketing plan built on LinkedIn and X ·      Why smarmy salesperson tactics lose in education — teachers read people for a living, and can spot it in thirty seconds ·      The lesson-planning cake-mix principle: teachers need to feel involved in planning, even when AI is doing the work Episode 7 opens THE INTERROGATORS block of Series One. LINKS Listen on Spotify, Apple Podcasts and everywhere via Podbean Full episode and transcript: https://podcast.co/b2educationunpacked EdTech Sales Mastery course: https://seventhsibling.co.uk/self-paced-courses Website: https://seventhsibling.co.uk

    Episode 7: Laura McInerney  |  THE INTERROGATORS
  5. 1 Jul

    Episode 5: Patrick McGrath | THE IMPLEMENTERS

    Everway (formerly Texthelp) is the largest assistive technology provider in the world — thirty years, hundreds of millions of users. Paddy McGrath wants to stop calling it assistive technology, and stop calling it accessibility. He'll explain why. Patrick (Paddy) McGrath is Director of Education at Everway, the global accessibility-technology company behind Read&Write and a suite of tools used in schools across more than 100 countries. He's spent the last decade arguing that the industry's language — 'SEND', 'assistive', even 'accessibility' — is quietly undermining the thing it's trying to build: genuinely inclusive classrooms. IN THIS EPISODE ·      Why schools often buy Everway's tools for 25 exam-access students and stop there — and the commercial conversation about extending to the other 1,075 ·      RTB (reason to buy) versus RTB (reason to broaden) — what happens when a school names a narrow reason to purchase and then doesn't deploy further ·      Usage versus outcomes: why 20% adoption is research-defined success for some tools, and why that's still a hard conversation with a senior leadership team ·      The cross-platform reality of multi-academy trusts — five devices, three operating systems, one single sign-on, and who's responsible for which gap ·      Why built-in OS accessibility is not inclusion — text-to-speech designed for visual impairment is not the same tool as text-to-speech for dyslexia ·      The bus-kneeling analogy — why accessibility you have to ask for isn't accessibility, and what genuine inclusion looks like by comparison ·      It's never budget, always culture — why inclusion failure is a senior-leadership-team problem that can't be solved by more money ·      Practical redesign without redesign — the Google Docs font change a teacher can make in thirty seconds that transforms a dyslexic pupil's experience ·      How the Everway (formerly Texthelp) rebrand was handled commercially, and what happens to a name-change at global scale when schools still search the old name ·      Paddy's own 'I hated school' story — the tech-labs teacher who let him build anything, the football-on-sports-day kid who didn't fit, and the engagement question nobody thought to measure ·      The Teacher Advisory Panel model — paid teachers on a theory-of-change roadmap, not a marketing focus group ·      The Abington Academy (Cavendish Education) report Everway didn't commission, didn't fund and didn't influence — and why that kind of impartial evidence is worth more than any case study Everway could write itself ·      Measuring something as intangible as a barrier being removed — and why Everway is going through the DfE/Chartered College EdTech Evidence Port rather than writing their own metrics Episode 5 continues THE IMPLEMENTERS block of Series One. LINKS Listen on Spotify, Apple Podcasts and everywhere via Podbean Full episode and transcript: https://podcast.co/b2educationunpacked EdTech Sales Mastery course: https://seventhsibling.co.uk/self-paced-courses Website: https://seventhsibling.co.uk

    Episode 5: Patrick McGrath  |  THE IMPLEMENTERS
  6. 17 Jun

    Episode 4: Al Kingsley MBE | THE IMPLEMENTERS

    Al Kingsley has been on every side of the EdTech table: supplier, MAT chair, alternative-provision chair, SEND board chair, BESA EdTech chair. Which means when he tells you why your pitch doesn't land, he isn't guessing. Al Kingsley MBE is CEO of NetSupport — the classroom management, safeguarding and remote-management company that has been building infrastructure for schools since 1989. He chairs multi-academy trusts across several English regions, has chaired alternative provision, sits on the DfE regional schools advisory board and chairs the county SEND board. He's also the author of five books on EdTech and school governance, and was named an EdTech Digest 2026 Global Leader two days before this recording. IN THIS EPISODE ·      Why NetSupport has deliberately kept AI out of its safeguarding product — the 'whoop whoop' problem and why context beats pattern-matching ·      The three skills every EdTech company selling into schools eventually needs — and why it's usually the third one they under-hire for ·      How a MAT risk register actually reads from the inside: recruitment and retention, reputational damage, cyber security, estate condition — and why none of it is sexy ·      Why classroom tools should be built to be invisible — the toolbar colour-change example for children who won't raise their hand ·      Cognitive offloading: the phrase that now gets dropped into every AI conversation whether it fits or not ·      Selling concepts, not features — the BETT-stand anecdote where more toolbar features won deals but lost the classroom ·      Pitching to a school vs pitching to a MAT — why the messaging has to shift when the buyer is aggregating 20 schools' data rather than one ·      Why the current assessment system is the real problem, not AI — the viva and doctorate comparison, and what project-based and problem-based learning is actually exposing ·      Microsoft and Google in the room when the digital strategy gets written — and why Al is prepared to be blunt about whose interests that serves ·      The British Council session before BETT — North Africa and Middle East school-system leaders running initiatives the UK could learn from ·      Alternative provision, county lines, and why the pupil referral unit had higher engagement online during the pandemic ·      The Year 6–7 transition 'cloud' zone — how one of his secondary schools takes the primary-teacher nurture model seriously for pupils who aren't ready to leave it behind Episode 4 opens THE IMPLEMENTERS block of Series One. LINKS Listen on Spotify, Apple Podcasts and everywhere via Podbean Full episode and transcript: https://podcast.co/b2educationunpacked EdTech Sales Mastery course: https://seventhsibling.co.uk/self-paced-courses Website: https://seventhsibling.co.uk

    Episode 4: Al Kingsley MBE  |  THE IMPLEMENTERS
  7. 20 May

    Episode 2: Dr Neelam Parmar | THE BUILDERS

    Most EdTech conversations about AI default to either excitement or panic. Dr Neelam Parmar does neither. She's spent nearly two decades at the implementation end of the sector — starting her PhD in 2009, just as the iPad arrived — and she knows what moves the needle and what falls off the shelf. Dr Neelam Parmar is an EdTech consultant, researcher, and author of Digital Parenting. Her work spans multi-academy trust strategy, professional development platforms and teacher-facing AI. She advises groups across the UK and internationally on what genuine scale and impact look like when they're actually achieved together. IN THIS EPISODE ·      Why 60% teacher engagement is the threshold she uses to judge whether a platform is working — and why anything lower usually means the platform isn't the problem ·      The accountability question in EdTech implementation: why it's never the platform and always a named person (director of education, IT lead), and why so few trusts have one ·      The TPACK model and what happens to it in the age of AI — why content and pedagogy have collapsed into the technology layer, and what teachers now need to become literate in ·      Multimodality as the learning-experience principle for AI tutoring — one-to-one visual, auditory and text interactions at a depth a thirty-child classroom can't offer ·      How working with Alpha Blocks and the first wave of iPad learning shaped her thinking on dyslexia, ADHD and visual pedagogy ·      The Digital Parenting contract she drew up with her own children — and why she wouldn't write a dictatorial book on it ·      Her 'cautious excitement' about AI-led personalised learning, the Sugata Mitra comparison, and the hybrid and fully-AI school models already emerging internationally ·      What happened inside the Department of Education EdTech leadership group during COVID — the gap between independent and state schools, and her frustration about who could deliver online and who couldn't ·      The AI curriculum gap — why the UK is behind China and the Middle East on agentic AI, and her current work building a holistic digital and AI framework for schools ·      Women in EdTech — her counter-intuitive answer that men have backed her career and women have been the first to shut doors ·      Three international markets, two rules: trust and time travel across UAE, Southeast Asia and UK, off-the-shelf products don't ·      The 'three new things a year' rule that separates progressive school leadership from stuck school leadership ·      Why onboarding — not the product — is where most EdTech companies lose the school Episode 2 opens THE BUILDERS block of Series One. LINKS Listen on Spotify, Apple Podcasts and everywhere via Podbean Full episode and transcript: https://podcast.co/b2educationunpacked EdTech Sales Mastery course: https://seventhsibling.co.uk/self-paced-courses Website: https://seventhsibling.co.uk

    Episode 2: Dr Neelam Parmar  |  THE BUILDERS

About

B2Education Unpacked — The Education Growth Podcast The gap between pitch decks and playgrounds. Between what gets built, what gets sold, and what happens when it meets children. Hosted by Stella James — former EdTech founder, commercial leader, and someone who's sat on both sides of the table — each episode unpacks why the gap between selling into education and succeeding in it is wider than most people admit. Real conversations with the founders building products, the leaders buying them, the implementers dealing with the fallout, and the people asking whether any of it actually works. If you sell into schools, lead an EdTech business, or work in education procurement — this is the show that doesn't pretend it's simple.