Montreal, June 10, 2026

MONTREAL. Prima Ressource (Quebec) and Teneo Results (Ontario), two established Canadian sales consulting firms, are uniting under a single brand, PRIMEO, to address what its founders describe as the most consequential sales environment Canadian SMBs have faced in a generation.

The launch comes as three in ten Canadian manufacturers report U.S. tariffs have had a major negative impact on their business, and as 88% of organizations now use AI in at least one business function. Fewer than one-third, however, have scaled it across the enterprise.

PRIMEO is positioning itself squarely at that intersection: helping Canadian SMBs in manufacturing, construction, primary industries, and industrial distribution rebuild sales engines that can win in a more competitive, more automated, more domestic market.

The Stand: Sales as a Human Craft Worth Professionalizing

 

“Two things are happening at once in Canadian business. Companies that built their growth on easy access to U.S. demand are discovering they don’t have a sales function. They have an order-taking function. And AI is rapidly automating everything transactional in selling. What’s left, what actually matters now, is the human work: diagnosing real problems, having courageous conversations, building trust that earns the right to a customer’s business. That’s a craft. And we believe it deserves to be treated as one.”

— Frederic Lucas, Founder and CEO, PRIMEO

PRIMEO’s operating philosophy is shaped by three principles:

• Be Strategic. Diagnose before prescribing. Build sales systems that fit the business, not playbooks that flatten it.
• Be Proactive. Anticipate the market shifts that will hit clients next quarter, not last quarter.
• Be Brave. Tell clients what they need to hear, not what they want to hear.

Who PRIMEO Serves

PRIMEO works with Canadian SMBs in sectors most exposed to current trade realignment:

• Manufacturers navigating tariff pressure on inputs and exports
• Construction firms in a market reshaped by lumber tariffs and the federal pivot toward domestic supply
• Primary industries (mining, forestry, agriculture, oil and gas) facing shifting global demand and trade rules
• Industrial distributors rebuilding pipelines for domestic and diversified export markets

The firm serves clients across the full maturity curve — from leaders building their first formal sales force, to organizations restructuring after rapid growth, to mature companies upgrading their sales culture.

The integrated offering spans diagnosis (including the proprietary Sales Performance Index assessment), strategy, training, coaching, and ongoing transformation work, delivered bilingually across Quebec, Ontario, and beyond.

What the Merger Means for Clients

PRIMEO is the result of two years of methodological alignment between Prima Ressource, founded in Montréal in 2007, and Teneo Results, founded in Ontario in 2003. The teams, client commitments, and methods that have delivered results remain unchanged. What’s new is scale: more consultants, broader geographic reach, fully bilingual capacity, and a single national identity for clients operating across provinces.

“This isn’t a pivot. It’s a consolidation around a conviction we’ve both held for years. Canadian SMBs deserve sales partners who take the work as seriously as they take their product, their operations, their finance. PRIMEO is what that looks like at national scale.”

About PRIMEO

PRIMEO is the sales transformation firm for Canadian SMBs in manufacturing, construction, primary industries, and industrial distribution. Born from the alliance of Prima Ressource (Quebec, est. 2007) and Teneo Results (Ontario, est. 2003), PRIMEO operates bilingually across Canada, helping leaders build the sales cultures, systems, and capabilities required to compete in an era of trade realignment and AI-driven disruption.