Your product works.
Your commercial engine doesn't yet.
I help vertical B2B SaaS scale-ups (Series A/B) in niche sectors, port logistics, energy & grid, manufacturing, healthtech, construction, move from founder-led pilots to a scalable commercial engine. Without a full-time CRO, without a generic marketing agency.
Does this sound familiar?
You have a vertical SaaS product digitising a traditional sector. First customers are signed. Investors are watching revenue growth. But the step from founder-sells-everything to a commercial engine that runs without you stays blurry. That's not coincidence, it's precisely where vertical SaaS companies systematically get stuck.
You sell into a complex buyer landscape: operational decision-makers, IT, finance, and often a regulator or parent company. One wrong stakeholder path and the deal stalls three months.
Founder-led sales got you here, but every new deal still hangs on your inbox and demo skills. Hire an SDR or Head of Sales and they don't convert, because the system around them is missing.
92% of B2B buyers already have a vendor in mind before they start a formal search. If you don't have mindshare before the evaluation begins, you're playing from behind. For vertical sectors that's even sharper, because the buyer universe is small.
Your product is technical and your sector is niche, so an American Fractional CMO or generic SaaS coach misses the context. You can't pay for three months of sector onboarding.
is the phase where commercial structure becomes either your biggest lever or your biggest cost centre. A wrong choice here burns 12 to 18 months of runway.
A commercial architect who understands vertical sectors.
I don't come to generate leads and I don't come to close deals. I come to build your commercial house: positioning, ICP, pricing, sales process, pipeline, signal-based outreach, and CRM structure, designed so that you and your team can run it independently once I'm gone.
My work in vertical SaaS, including with Portomundi (digital platform for logistics terminals, serving PSA Antwerp, Antwerp Gateway, Halifax), has taught me how complex multi-stakeholder sales in a traditional sector really works. That's not an off-the-shelf SaaS playbook. It's an approach that accounts for procurement cycles, legacy-system integrations, and buyers who decide on trust.
Architecture, not execution
I teach your team to fish; I don't fish for you. My work scales for you and keeps running after I leave.
Signal-based outbound
No blind cold blast. Funding rounds, leadership changes, regulatory triggers, and hiring signals as the basis for outreach, so every touch is relevant at the right moment.
Benelux DNA, vertical focus
I know the Belgian and Dutch VC ecosystem, the Flemish buying culture, and I already work deep in vertical SaaS. No ramp-up time on your sector.
Senior level, fractional cost
An experienced CRO with vertical SaaS background costs €150,000 to €200,000 per year. I deliver the same strategic depth for a fraction of that.
Four packages. One logical journey.
Each package builds on the previous one and creates the next. You don't have to start at the top.
Commercial Quickscan
A low-barrier first step. I analyse your current commercial status in one week and deliver a concrete action document with 3 to 5 quick wins.
- Intake + analysis in 1 week
- Positioning, ICP, funnel, pricing reviewed
- 3 to 5 concrete quick wins with priority plan
Revenue Audit
The full commercial deep-dive. Positioning, pricing, CRM, pipeline, content, sales process, and team, you get a strategic report with the cracks in your foundation.
- 3 to 4 week timeline
- Interviews with founder and team
- Review of CRM, pipeline, content, and outreach
- Strategic report + action plan
Growth CMO
Ongoing commercial leadership, 1 to 2 days per week. I sit in your pipeline meetings, coach your team, steer your messaging, and build the commercial engine you don't yet have.
- Weekly strategic guidance
- Pipeline management and signal-based outreach
- Messaging, positioning, and pricing
- Coaching of founder and junior team
- Minimum 3 months
Fractional CRO
For scale-ups with a commercial team that needs a strategic leader to structure and steer it, without closing deals yourself.
- 2 to 3 days per week
- Sales team coaching and deal coaching
- Strategic direction and hiring plan
- Minimum 6 months
Three steps. No surprises.
Discovery call (30 min, free)
We decide together whether there's a fit. No pitch, no pressure, an honest conversation about where you are and what you need.
Quickscan or Revenue Audit
Depending on how deep you want to go, you start with a Quickscan or a Revenue Audit. Both deliver a concrete report that's useful even on its own.
Retainer (optional)
If you want to translate the findings into a repeatable system, we move to Growth CMO or Fractional CRO, always with a clear exit point.
What founders ask us
We're a vertical SaaS in a very niche sector. Do you get that?
Yes. My work with Portomundi (logistics terminals) has taught me that sector-specific SaaS has different buying dynamics than horizontal SaaS. Procurement cycles, legacy integrations, regulatory requirements, that's where the real work sits. I don't need to be an engineer in your sector; I need to understand how your buyer decides and which stakeholders can sink a deal.
I'm too small for a CRO. Is this for me?
Yes, probably exactly because of that. The model is designed for companies that can't yet carry a full-time commercial leader but do need strategic direction to reach the next phase.
Will you sell on our behalf?
No. That's a deliberate choice. I build the system, coach your team, and steer your deals, but I don't close in your place. My work has to keep working after I'm gone.
We're a healthtech / energytech / construction tech scale-up. Does this fit?
Yes, that's exactly the target. Vertical B2B SaaS in traditional sectors is my focus, whether health, energy, construction, or logistics. The common thread is a complex buyer landscape, long sales cycles, and no Head of Sales on board. That's where the lever sits.
I already have an SDR or Head of Sales. What do you add?
Executors without strategy are expensive and frustrating. I give their work direction: clear positioning, a sales process that works, messaging that lands, and an outreach methodology that fits your sector. Your existing people become far more productive.
What is the minimum engagement length?
A Quickscan takes one week. An Audit takes three to four weeks. A Growth CMO retainer is a minimum of three months. A Fractional CRO is a minimum of six months.
Do you work with international scale-ups expanding into Belgium?
Yes, that's a distinct service. See my Belgian market entry page for international scale-ups entering Flanders and Belgium from abroad.
Let's start with the right conversation.
No sales pitch. No hour-long demo. A free 30-minute call where we look together at where you stand commercially and whether there's a real fit. If there isn't, I'll say so, and point you in the right direction.
Book a call →