One chair, no relay.
The advice and the execution come from the same person. There is nobody it has to be handed over to, so nothing gets lost along the way.
Commercial strategist · Bruges
You built the company.
I build the engine that sells.
I think with you about the whole: sales, marketing and process. And what we choose gets tested on decision makers who do not know you. You get a result, not an opinion. Also when it disappoints.
30 minutes. No pitch.
Room for 1 new engagement · Q3 2026
Trusted by
Growing companies that would rather test a message than argue about it.
What I do
Not a service. A seat.
Someone who thinks with you about where it is really stuck, and then solves it too. Advice and execution usually live in two separate worlds: one ends where the other begins, and most value gets lost in that handover. Here they sit on one chair.
- Strategy
I think with you about the whole.
- Sales · Marketing · Process
Three names for one system: what you promise, who comes in, and what does not stall afterwards. That is where I prove it, and where I step in.
- Execution
I build what we decide.
How it is usually organised
- The thinking ends with a report.
- The building starts without the thinking.
How it works here
- Whoever thinks it through, stays on board.
- And builds what we decide together.
Who this is for
Where it gets stuck
Growing companies with a management team, where the commercial side grew along instead of being designed. Sector does not matter, product or service does not matter. What counts: there is something to steer, and there is someone to sit down with.
- Marketing and positioning
“We are not found, or not chosen. We sound like everyone else.”
- Sales
“Too little comes in. And nobody knows for sure who should be coming in.”
- Process
“Things fall between the cracks. Things die of silence.”
Three complaints, one system: what marketing promises, sales has to bring in, and what sales brings in, the process is not allowed to drop. Often it is all three at once, and the question is which one has to come out first. I start with what you say: of the three, that is the only one that can be established from the outside, before the first conversation. And if everything is turning but revenue does not move, it sits a layer higher. Not because anyone is failing, but because steering is not yet anybody's full-time job. That is the seat standing empty.
Where I start
Three weeks on what you say
One block. On your message, because that is the only place I can read before the first conversation. Three weeks of thinking, and then a result instead of an opinion.
- 1
The field
Eight to twelve competitors, read word for word: their site, their ads, their site from two years ago. You get the claim map: every promise in your market, and how many players make it.
- 2
The point
What does nobody say, because nobody dares. The test is simple: is there something in it your competitor does not dare to copy? If not, rewrite.
- 3
The setting down
Five of your own customers called: why did they really choose you. Only then the message, and the page it lands on.
What you have at the end
The one sentence your competitor does not dare to copy, the page it stands on, and a test that is already under way.
What does not happen
No logo, no visual identity, no content calendar. Not because those do not matter, but because they only pay off once the message is right. First the claim, the evidence and the page it lands on.
“Uw partner in techniek” 7 of 7
“Service en vakmanschap” 7 of 7
“Een echt familiebedrijf” 7 of 7
“Al sinds 19…” 7 of 7
A number. A guarantee. A refusal. Still open
Claims quoted in the original Dutch.
And then the test
The sending clock starts on day one: your own sending domain, mailboxes, warm-up time. Building that takes weeks rather than days, which is why it runs alongside the thinking instead of after it. As soon as the infrastructure can carry it, the chosen sentence goes to decision makers who do not know you. You get the reply rate in black and white, also when it disappoints. How many decision makers, and within what timeframe, is in the proposal.
And what comes after
The sentence that survives the test deserves volume. The campaign that follows is a block of its own, with a promise of its own. From there the steering runs: the safety net that watches what threatens to stall, and once a month reading what the numbers mean, with one substantiated adjustment. In the contract from day one of that block, with notice period. Not as an option afterwards.
Book a call →
30 minutes. No pitch.
How I work
I do not write strategy until your own data has spoken.
You do not have too much gut feeling. You have too little testing. The gut delivers the hypothesis, the data decides which one survives. Four agreements make that concrete.
Evidence before spend.
I do not buy a single address until your own data has told us who replies: your won deals, your lost quotes, your own database. Money for new data and volume comes after.
Weeks, not months.
The thinking takes three weeks, with a test each week that we can genuinely fail. The sending clock for the proof starts on day one.
Honest, not comfortable.
If the foundation is wrong, we do not push on. Then we go back. That is usually the conversation nobody wants to have and the only one that helps.
Execution
What I build once we have decided.
No menu and no quote per package. What gets built follows from the first block, and everything below I have already delivered for clients. They are not three separate projects either: what the outreach brings in, the follow-up holds on to, and the AI takes the manual work out of it. Three parts of the same engine.
Outreach that keeps running
From definition to sent mail: audience, data, sequences and the follow-up in your CRM. Set up so your own people can carry it on, not so that you stay tied to me.
Marketing automation and follow-up
Everything before the close: quote flow, follow-up moments, handovers, a CRM that is right. Built so nothing dies of silence any more.
AI inside your processes
Work that people do today and a system could do: triage, preparation, reporting. Built inside your own tools, not next to them.
Where it already works
Three places where this runs today.
Portomundi
Maritime & distribution
Outbound at terminal and company level instead of at contact level, with the follow-up sitting with their own regional managers. This is the sector where the evidence stands strongest.
Read the case →StockCars
High ticket, straight to the consumer
A purchase of tens of thousands of euros by a consumer behaves like a business purchase: a considered decision with a salesperson. What worked was the point the rest of the market does not dare to say: the faults of the car itself on the table.
Finvictum
Financial services
Ongoing engagement on the commercial side.
Honest up front
When this works.
It is not about big or small. It is about whether the situation fits. Four things decide that.
- You are at the table yourself. Whoever says yes or no is in the room. A good idea does not have to pass three layers before anything happens.
- The direction is still open. There is still something to decide about who you approach and why. If that is already settled, you need execution, and someone else will do that better and cheaper than I will.
- You want to see the number. Including when it shows the assumption was wrong. That moment is exactly where this pays for itself.
- Commercial is nobody's full-time job yet. If you already have a sales organisation in place, you are better off building that out than adding someone next to it.
If none of this sounds like you, I am probably not the right fit. Say so, and I will think along about who is.
One conversation of 30 minutes.
You tell me where you think it is stuck. I say what I see. If it does not belong with me, I will say that too, and think along about who would be the right fit. No pitch, no pressure, no proposal you did not ask for.
Book a call →