Most startups don't fail because they lack ambition. They fail because they start scaling before they know what's working. I work with founders at the point where they need someone to take ownership of the commercial side without making a permanent hire too soon.
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I take ownership of the commercial side of your business not as an outside advisor, but as part of the team. I work with your sales process, help close deals, hire the right people, and make sure things keep running once I leave.
Before you hire and scale, your story and pricing need to hold up in real conversations. I work with founders to sharpen their go-to-market approach and test whether it actually converts.
The first commercial hires set the tone for everything that follows. I help define the roles you actually need, run the hiring process, and make sure new people land well so the handover is clean.
For founders who need a thinking partner rather than an embedded leader. I run focused sessions on sales process, ICP, pricing, and go-to-market structure and leave you with something concrete to act on.
Bringing in a full-time CCO too early is one of the most common mistakes in early-stage companies. You end up locking in assumptions before you've really tested them and a senior hire without a clear mandate is expensive and hard to course-correct.
Working with me gives you someone who has been through this phase many times, can hit the ground running, and knows when to push and when to hold back. A typical engagement runs five to ten months enough time to build something solid, without creating dependency.
See recent engagements →Led MuleSoft's business across Northern Europe, built teams in Nordics, Benelux, Iberia and Italy. Later ran a global EMEA programme at Salesforce coaching first- and second-line sales leaders through their first year in role.
Grew MuleSoft's market share across Benelux, Nordics and DACH. Responsible for business development, team growth and P&L ahead of the Salesforce acquisition.
Set up and led a new business unit for SAS Visual Analytics in the Netherlands, covering sales, pre-sales, consulting and partner management.
Ten years at Oracle, selling ERP, CRM and enterprise applications across Financial Services. Ended as Global Account Director, responsible for the worldwide Oracle–ING relationship.
I work primarily with startups in the Forward.one portfolio. If you've been introduced, I'd love to hear where you are and what you're working on.
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