About Goal Atlas

We’ve applied expert knowledge and years of experience consulting on strategic business projects for blue chip enterprises to develop proven goal mapping and dashboard reporting software which provides measurable value. Quickly gain alignment, transparency, engagement and focus. You’ll see results fast.  Learn more about goal mapping.

Goal Atlas is a new and simpler way of identifying and aligning objectives and key requirements (OKRs), allowing you to quantify, assign and track all your business goals.

Established in 2014, we spent over 18 months developing and testing the Goal Atlas software platform and started trading at the end of 2016.


Mike Baxter

Originally trained as a psychologist, Mike has been a research scientist, product designer, consultant, author, Professor of Design and Communication, industry specialist tutor on the Masters in Digital Marketing at Manchester Metropolitan University, and trawlerman before becoming Product and Content lead at Goal Atlas. In his consultancy work, Mike advised global brands on major transformation initiatives (e.g. Eli Lilly, Cisco, Molson Coors, Orange, Roche Pharmaceuticals, Skype, Sony Playstation).  Mike has also been an advisor to tech startups in London since 2007 (currently advising Ometria).

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Sarah Edwards

Sarah has 19 years experience in digital on both client and agency side. She was Head of Digital Engagement at London Business School and has spent the past 5 years heading up the EMEA Digital Transformation Team at Econsultancy.  This involved providing strategic consultancy, digital transformation and training to clients globally across all sectors, including FTSE 100 and Fortune 500 companies.

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Matt McDonald

Matt is an experienced full-stack web developer of mobile-first responsive CSS layouts, JavaScript web applications for phone and desktop, and builds PHP powered back-ends that provide an API layer to database driven solutions. He specialises in front and back-end development, RESTful web services, Laravel, AngularJS and social media APIs.

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