Lelystad, Flevoland, Netherlands
As a Commercial Leader and GTM Architect with 14+ years experience in SaaS, Telecom, and ICT, I don’t just manage sales teams; I build the mathematical engines behind predictable, compounding revenue. I specialize in bridging the gap between the CRM (pipeline) and the P&L (profitability), transforming founder-led or transactional sales into scalable SaaS growth engines. My expertise lies in executing Multi-Channel GTM strategies across SME and Enterprise. By pairing the mathematical logic of modern SaaS mechanics (like the WbD Bowtie funnel) with pragmatic, real-world commercial experience, I engineer predictable and scalable growth. My focus is equally divided between driving Net New ARR and compounding NRR. Core Value Proposition: ▪ Enterprise Deal Mechanics & ABM: Leading high-stakes negotiations and orchestrating targeted ABM campaigns to win multi-million TCV contracts. ▪ Predictive Revenue Modeling & RevOps: Moving beyond gut-feeling sales. I engineered a proprietary GTM simulation engine (with Monte Carlo risk-analysis) to forecast ROI and pressure-test strategies. I implement strict data-driven forecasting, Deal Desks, and optimize for critical SaaS metrics (Rule of 40, CAC Payback, LTV:CAC, and NRR). ▪ Ecosystem & Partner Strategy: Scaling mid-market growth by architecting Partner Programs (Resellers, MSPs) that act as an autonomous force multiplier for revenue. ▪ High-Performance Culture: Building and scaling multi-disciplinary commercial pods, fostering a culture of extreme ownership and actionable results. Some of my track records: ▪ International SaaS Expansion: Spearheaded market entry for a B2B scale-up. Designed the localized GTM strategy from scratch, to a predictable revenue engine. By establishing a scalable partner ecosystem and localized sales playbooks, I drove a 350% YoY growth within the first full year. ▪ Zero-to-One Sales: Capable of both designing the outreach strategy and leading from the front. Sourced and closed multi-million new business deals, converting cold enterprise targets across a diverse portfolio of SaaS, Telco and MMW solutions. ▪ Enterprise Turnaround & NRR Expansion: Intervened in a critical churn-risk scenario for a enterprise account. Elevated the relationship to Board-level and successfully cross-sold the client into a comprehensive MMW & IT-Outsourcing proposition, transforming a churn risk into a strategic multi-million TCV deal. My mission is clear: Aligning People, Process, and the right SaaS Unit Economics to drive sustainable, double-digit compounding growth.
Selected as an Executive Member of the premier community for high-growth commercial leaders (CROs/CCOs). Continuous Learning: Actively engaged in advanced coursework on Revenue Architecture, GTM Strategy, and SaaS Unit Economics (CRO School). Network: Collaborating with global peers to exchange best practices on scaling from €0M to €100M+ ARR.
Recruited shortly after the €4M Seed-round to professionalize the commercial organization. Promoted from Head of Sales to CCO within the first month to lead the transition from "Founder-Led Sales" to a scalable, predictable revenue organization. Key Achievements: International Hypergrowth (UK): Revitalized the stalling UK market strategy. Achieved 350% YoY ARR growth by replacing generic outreach with localized sales playbooks and a focused ICP-strategy. Partner Ecosystem (Benelux): Transformed the partner channel from a transactional vendor-buyer relationship into a true Partner-Led Growth model. Successfully re-engaged the consultant network (>90% market coverage), driving significant indirect revenue. Revenue Architecture (RevOps): Built the commercial infrastructure from the ground up. Standardized sales cycles and implemented data-driven forecasting, removing operational dependencies on the founders to enable exit-readiness. Strategic Positioning: Designed and executed a Dual GTM-strategy (Direct & Partner) combined with Account-Based Marketing (ABM) to dominate the niche market, resulting in optimized CAC and increased LTV.
Recruited to orchestrate the strategic transition from a traditional transactional Telecom reseller to a value-added Managed Service Provider specializing in the Microsoft Modern Workplace. Key Achievements: Strategic Turnaround: Personally managed a critical Board-level churn scenario with a key account. Successfully reversed the cancellation into a €1M+ TCV deal, securing the company’s first flagship reference for the full Microsoft Modern Workplace stack. Commercial Transformation: Pivoted the sales culture from transactional, low-margin hardware sales to predictable, high-margin Recurring Revenue through Consultative Solution Selling (Cloud, Adoption & Security). Vendor Management: Rebuilt and strengthened strategic alliances with Tier-1 carriers (KPN, Vodafone, T-Mobile), transforming a friction-based relationship into a collaborative partnership model. Sales Leadership: Led the Direct Sales organization, balancing high-velocity SMB acquisition with complex Enterprise tenders. Secured a strategic win with a Global Quick Commerce Unicorn, rolling out connectivity to hundreds of locations ('dark stores') with global expansion potential.
Selected for the specialized New Business team following the T-Mobile/Tele2 merger. Held full accountability for acquiring and growing Large Enterprise accounts through complex solution selling of Cloud, SaaS, and Connectivity portfolios, targeting C-level stakeholders within large DMUs. Key Achievements & Track Record: Top Performance: Consistently crushed targets (Target: €660k New Business ARR), achieving 130% in Year 1 and 250% (capped max) in subsequent years. Million-Euro Deal Closing: Successfully closed multiple high-value, multi-year contracts with Total Contract Values (TCV) exceeding €1M+. Strategic Wins (SaaS & Connectivity): Automotive: Secured a Top-3 European Dealership Group for full-stack connectivity & SaaS Management (MDM) – €1.45M TCV. Healthcare: Closed a Regional Clinical Hospital for mission-critical Unified Communications (UCaaS) – €1.1M TCV. Engineering: Won a contract for a Global Engineering Firm – €830k TCV. Critical Infrastructure: Signed a Global Energy Leader & a Major Retail Chain for secure infrastructure solutions. Complex Solution Selling: Orchestrated deals covering the full ICT & SaaS stack: Mobile Device Management (MDM), Cloud Connectivity (SD-WAN/VPN), Cybersecurity, and Cloud Contact Centers (CCaaS/UCaaS). Tender Management: Successfully led and won complex European Tender (RFP) trajectories by aligning internal teams (Legal, Product, Pre-sales).