You sell your expertise.
But the firm depends on you to sell it.
I help Belgian and Benelux professional services firms — consulting, engineering, accounting, legal, agencies — escape the founder-led sales trap and build a repeatable commercial engine, without losing the quality your clients buy you for.
Does this sound familiar?
Most professional services founders I speak with sit on the same plateau. Their reputation is solid. Their clients refer them. And yet revenue stays tied to one or two rainmakers — usually the founder. That's not bad luck, it's a systems problem.
Every new client deal still goes through your inbox. You are the firm. Step away for two weeks and pipeline goes silent.
Referrals fill the calendar but you don't know which channel actually feeds them. You can't scale what you can't see.
You hired a business developer or junior partner. They're active, but they don't convert. The sales motion that works for you doesn't transfer.
You're billing hours, not value. Margins shrink, juniors burn out, and you can't productize because every engagement starts from scratch.
of professional services firms in Benelux remain founder-dependent past €2M in revenue. The bottleneck is rarely the talent, almost always the commercial structure.
A commercial architect for knowledge firms.
I don't come to "do business development" and I don't come to "close deals". I come to build your commercial house: positioning that sells expertise without diluting it, productized service tiers, a sales process your partners and managers can run without you, a referral engine that doesn't depend on luck, and CRM structure that actually fits a long-cycle services business.
That makes me neither a generic agency nor a sales contractor. I'm a commercial strategist who understands knowledge-based firms — where trust, reputation and senior access are the product, and where most sales playbooks break.
Architecture, not execution
I build the system; I teach your partners and BD team to run it. My work outlasts my engagement.
Productize without commoditizing
Most firms either stay bespoke (and unscalable) or productize too hard (and lose premium positioning). I find the line where both work.
Benelux market reality
I know how Belgian and Dutch buyers actually evaluate consultants, accountants and engineers. No US-import playbook that fails on first contact.
Senior strategy, fractional cost
A full-time Head of Growth with services-firm experience costs €130,000+ per year. I deliver the same strategic depth, fractional.
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 setup 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 for services firms. Positioning, pricing, productization, pipeline, BD process and team — you get a strategic report with the cracks in your foundation.
- 3 to 4 week timeline
- Interviews with founder, partners and BD lead
- Review of CRM, pipeline, proposals and referral flow
- Strategic report + action plan
Growth CMO
Ongoing commercial leadership, 1 to 2 days per week. I sit in your pipeline meetings, coach your partners, sharpen your messaging, and build the commercial engine that runs without you.
- Weekly strategic guidance
- Pipeline and proposal management
- Positioning, productization and pricing
- Coaching of founder, partners and BD team
- Minimum 3 months
Fractional CRO
For firms with a BD or sales team that needs a strategic leader to structure and steer it, without closing deals yourself.
- 2 to 3 days per week
- BD 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 your firm stands and what it actually needs.
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 founding partners ask us
I run a small firm. Is this for me?
Yes, probably exactly because of that. The model is designed for firms that can't yet carry a full-time commercial leader but do need strategic direction to break past founder-dependence.
Will you do business development for us?
No. That's a deliberate choice. I build the BD system, coach your partners, and steer your deals, but I don't pitch in your place. The motion has to keep working after I'm gone.
My partners hate "sales". Will this work?
Yes. The whole point is to build a commercial system that fits a services firm — where senior trust, reputation and expertise lead. We don't bolt on a SaaS sales playbook; we structure what already works and remove what doesn't.
Do we need to productize our services?
Not entirely. Most successful firms have a mix of bespoke premium work and 2-3 productized offers. I help you find that mix without commoditizing what makes you premium.
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.
What if we already work with a marketing agency?
That's fine. I don't replace them, I give their work direction and make sure it fits how partners actually sell. Existing executors become far more productive once the strategy is clear.
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 your firm stands 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 →