Selected work
The proof is in what moved
Not just what the job was called, but what nobody could see clearly, what I put my name to, and what still worked once I’d gone.
Microsoft · Acquisition Sales, EMEA
01
When the split of roles broke the customer journey in half
I took over a segment with no sales target and no lead data, and grew it from three salespeople to about ten across seven markets. Along the way it became obvious that the model itself was keeping us away from the customers worth the most.
The situation
New business and account management worked to a split that looked sensible on paper. Around the media agencies it fell apart, and valuable customers ended up in the gap between two remits.
What I did
I built the sales process, the qualification, the working rhythm and the team. I got account management working with us informally, and used what the market told us to make the case for a different model.
What moved
The team grew a lot across seven markets and delivered 100 to 112% of quota with double-digit annual growth. Employee satisfaction came in at 95 and 96 out of 100 over the same period.
A Danish SaaS company working with automation
02
When the spare capacity turned out not to exist
The situation
The time-tracking system said 50% of capacity was free. In reality more hours had been sold than anyone could deliver, and both the team and the customers were already feeling it.
What I did
I got the capacity data to match reality, pulled sales and delivery closer together, built project management, and made it clear who owned what and where things changed hands.
What moved
With the evidence in hand we got the go-ahead for six more consultants. Support improved on resolution time, on customer satisfaction and on billable hours, and delivery ended up in a far stronger position.
Operating model · Customer success · Leading under pressure
Microsoft · Western Europe Search Advertising
03
When the markets were ranked by how many people lived there
The situation
Seven markets were ranked by population. The advertising spend told a different story: the Netherlands and the Nordics were worth more than the markets getting most of the attention.
What I did
I used business cases to shift the priorities, built out the agency side, and drove a data-led targeting model that made it much clearer which advertisers sales should go after.
What moved
The effort moved to where the potential actually was, and Search Advertising in Western Europe grew by more than 50% a year.
Market prioritisation · Data-led GTM · Strategic influence
Your situation
Facing something similar?
These aren’t recipes. They show how I work when the market, the organisation and the execution all have to be brought into line.