Background

Lynette's professional background is in financial services. She is a Registered Representative of the London Stock Exchange and a Fellow of the Society of Investment Professionals, and worked in the dealing room of a leading US bank. Prior to joining Cranfield she worked for a major management consultancy, selling profit improvement programmes to both public sector and large private corporations. Her consulting experience includes building and construction, banking, insurance, accounting and legal, pharmaceuticals, paper manufacturing, and engineering. She has an MA (Oxon), an MBA, and a PhD from Cranfield which researched how understanding customer profitability changed customer management practices in two international financial institutions. Before taking on her current role at Cranfield she was Professor of Strategic Sales and Account Management in the university's School of Management and Director of Cranfield's Key Account Management Best Practice Research Club. Between 2007 and 2014 she was the Director of the Demand Chain Management Community and a member of the School of Management's Executive Board. She is also Chair of The Case Centre (2011-present).

Current activities

Lynette's role is to drive enhancement of the university's education provision through a network of Directors of Education within the Schools, leading and managing the Education Services professional services unit and chairing the Education Committee of Senate:

  • developing and implementing the Cranfield Education Strategy; 
  • developing best practice across all aspects of the university's award-bearing education provision, including full compliance and enhancement for QAA;
  • assuring the quality and timeliness of all data returns required by HEFCE;
  • ensuring development and successful delivery of a university-wide approach to executive education; 
  • leading an informed and committed network of Directors of Education promoting best practice, enhancing the education experience and leading positive engagement with our learners; 
  • chairing Education Committee and contributing fully to other bodies as required; 
  • taking responsibility for embedding a culture of Health & Safety consistent with OHSAS 18001 across her area of responsibility; 
  • contributing fully to the development of a highly performing university Executive;
  • oversight of education-led strategic partnerships

Clients

University Executive sponsor for education-led strategic partnerships and key relationships, including:

  • Rolls-Royce (Leadership and Management)
  • Banco Santander
  • John Lewis

Publications

Articles In Journals

Conference Papers

  • Abdollahi S, Marcos Cuevas J, Marcos Cuevas J & Ryals L (2012) The skills and competencies of sales leaders: a survey. In: Academy of Marketing Science Annual Conference, New Orleans, 16 May 2012.
  • Ryals LJ, Persson A & Dias S (2011) Risk-Adjusted Returns Maximization: An Application of Modern Portfolio Theory to Marketing Resource Management. In: Marketing Strategy Meets Wall Street II Conference, Boston University, 12 May 2011.
  • Ryals L & Speakman JI (2011) Sources of Intraorganizational Conflict: A Sales Perspective. In: Academy of Marketing Science Conference 2011, Coral Gables, Florida, 24 May 2011.
  • Marcos Cuevas J, Marcos Cuevas J & Ryals L (2011) The changing role of salespeople and consequences for required capabilities: a review and empirical exploration. In: Academy of Marketing Science Conference 2011, Coral Gables, Florida, 24 May 2011.
  • Ryals L & Macdonald EK (2011) The domain of sustainable marketing: A framework and research agenda. In: Academy of Marketing Science Conference 2011, Coral Gables, Florida, 24 May 2011.
  • Lemmens R, Marcos Cuevas J, Marcos Cuevas J & Ryals L (2011) Selling in the 21st Century: Mapping the Transformations of Selling and Sales Management. In: Sales Management Conference, Paris, 5 May 2011.
  • Ryals LJ & Davies I (2010) How Companies Implement KAM: A Four-Stage Model. In: Academy of Marketing Science Conference 2010, Portland, Oregon, 26 May 2010.
  • Ryals LJ & Rackham N (2010) The Impact of Servitization on Sales: Complex Selling and Sales Opportunity Selection. In: Academy of Marketing Science Conference 2010, Portland, Oregon, 26 May 2010.
  • Ryals LJ & Speakman J (2010) When the going gets tough, the tough get dynamic: How key account managers use adaptive behaviour in the management of conflicts. In: Academy of Marketing Science Conference 2010, Portland, Oregon, 26 May 2010.
  • Ryals L & Davies I (2009) What sales people actually do: Observations from live sales incidents. In: Academy of Marketing Science - World Marketing Congress, Oslo.
  • Ryals L & Davies I (2008) Strategic intent in key customer/supplier relationships. In: European Marketing Academy Conference, Brighton.
  • Maklan S, Knox S, Knox S & Ryals L (2008) The Use of Action Research in Marketing Strategy Development.. In: 37th European Marketing Academy Conference (EMAC 2008), Brighton, 27 May 2008.
  • Ryals L & Davies I (2007) Implementing KAM successfully: How companies develop great customer relationships. In: Academy of Marketing Conference, Kingston upon Thames.
  • Ryals L & Speakman I (2006) Building adaptive capabilities into organisations. In: Academy of Management Annual Meeting, Atlanta.
  • Ryals L (2006) Customer profitability - the wrong measure for marketing?. In: Academy of Marketing Conference, London.
  • Ryals L & Rodgers B (2005) Strategic plans for key accounts: Benefits, barriers and best practice. In: British Academy of Management Conference, Oxford.
  • Knox S, Maklan S, Knox S & Ryals L (2003) Managing CRM Investments as a Market-Based Asset rather than for Cash Flow. In: Academy of Marketing Conference, Birmingham.
  • Ryals L (2003) The loyalty effect and zero defections: are you sure you want to keep your customers forever?. In: Academy of Marketing Science Conference, Washington.
  • Ryals LJ (2002) Measuring the Total Value of the Customer. In: 1st Cranfield Research Colloquium, Cranfield.
  • Knox S, Maklan S, Knox S & Ryals L (2002) Consumer purchasing styles and brand loyalty: empirical evidence from product and service markets. In: EMAC 2002 Conference, Braga.
  • Knox S, Maklan S, Knox S & Ryals L (2002) Developing the metrics of brand loyalty. In: PMA 2002 Conference, Boston.
  • Ryals L (2002) CRM: a theoretical model for managing the customer portfolio. In: PMA 2002 Conference, Boston.
  • Ryals L (2002) The use of control groups in customer profitability research. In: PMA 2002 Conference, Boston.
  • Maklan S, Knox S, Knox S & Ryals L (2002) Extending the marketing concept using resource-based theory. In: Academy of Marketing Conference, Nottingham.
  • Ryals L (2001) Risk, Returns and the Customer Portfolio. In: Academy of Marketing Conference, Cardiff.
  • Ryals L (2000) Operationalisation of PhD. In: EMAC Conference for Business, Rotterdam.
  • Ryals L (2000) Operationalisation. In: 1st Cranfield Research Colloquium, Cranfield.
  • Knox S, Thompson K & Ryals L (2000) Customer Relationship Management and Marketing Strategy Implementation. In: Academy of Marketing Conference, Derby, 11 July 2000.
  • Knox S, Ryals L, Thompson K & Maklan S (2000) Developing Relationship Marketing through the Implementation of Customer Relationship Management Technology. In: IMP 2000 Conference, Bath.

Books

  • Baines P, Dimitriu R, Knox S, Macdonald E, Marcos Cuevas J, Marcos Cuevas J, Knox S & Ryals L (2012) Issues in sustainable marketing. In: Cranfield on corporate sustainability. Grayson D and Exter N (ed.), Sheffield: Greenleaf Publishing, p. 119-132.
  • Ryals L, Abdollahi S, Maklan S & Wilson H (2012) Implementing Sustainable Marketing. In: Cranfield on Corporate Sustainability, Sheffield: Greenleaf, p. 133-148.
  • Ryals L & McDonald M (2008) Key Account Plans: the Practitioners Guide to Profitable Planning. Oxford: Butterworth Heinemann.
  • Ryals L (2008) Managing customers profitably. Chicester: Wiley, ed. 1st edition.
  • Knox S, Maklan S, Peppard J, Payne A, Knox S & Ryals L (2003) CRM: perspectives from the market place. Oxford: Butterworth Heinemann.
  • Knox S & Ryals L (2000) Marketing Management: A Relationship Marketing Perspective. Basingstoke: MacMillan.