Revenue systems built by an operator, not a coach. Ten-plus years running revenue organisations in SaaS and scale-ups. The output is the system your team runs on Monday.
Numbers from the operator seat.
Not advisory work. Roles where the forecast, the plan, and the revenue were personally owned.
If you're looking for a sales coach to do one-hit wonders in a single session, this is not for you.
The work is system-building, not motivational. Shortest engagement is the audit: three weeks, fixed scope. Anything shorter isn't long enough to change the way the team runs on Monday.
Most growth-stage sales orgs aren't under-resourced. They're under-instrumented.
Pipeline theatre
Coverage looks healthy on the dashboard.
Reality: half the deals don't close in any quarter.
Comp breaks behaviour
Reps chase bookings the plan rewards.
Quality, retention, and discovery get skipped.
CRM is a symptom
HubSpot isn't broken. The operating cadence is.
New tools don't fix missing rituals.
SPICED, operationalised.
Discovery scoring, pipeline risk framing, and compensation modelling, all built into one running system with checklists, cadences, and board-level visibility.
Three ways to work together.
- Pipeline health & coverage
- Discovery quality scoring
- Data gaps & missing KPIs
- Operational cadence review
- CRM hygiene
- Compensation diagnostic
- Board-ready findings deck
- Weekly 5×5 operating rhythm
- Forecast & pipeline reviews
- Activity frameworks (FAP / FMP)
- Comp redesign & OTE direction
- Board-level reporting
- KAM integration & EBR structure
- Sales enablement & playbooks
- Kick-off & team training
- RevOps tech stack
- Data & reporting gaps
- CRM reshape & workflows
- Sales culture & mindset fit
A revenue system, not a slide deck.
Five pillars, one running system. Your team doesn't get a strategy document. It gets the operating model it runs on Monday.
CEOs and revenue teams seeking clarity.
For leaders who already know the pipeline isn't predictable, and are ready to fix the system underneath.
CEOs & founders
- Forecast doesn't match reality
- Quota hit one quarter, missed the next
- Board needs a revenue system, not a slide
- Moving past founder-led sales
Revenue & sales leaders
- CRM full of data, empty of signal
- Comp rewards activity, not outcomes
- Cadences became status updates
- Team can sell. System can't scale.
Where the work happens.
Most companies hold their sales team to a 90% forecast accuracy, weekly deal reviews, and multithreaded opportunities. Then they let CS run renewals out of an Excel sheet and wonder why retention is the problem.
Why this, by me.
Ten-plus years in commercial leadership: co-CEO at FREE.fi, Regional Director at Meltwater across the Nordics. In those seats, comp plans, hiring, restructuring, and the legal edges that come with them weren't someone else's problem. They were on the desk. That's why the work here covers the full span, not just the sales-process slice.
Start with the audit.
Three weeks, fixed scope, board-ready output. If the audit doesn't surface something the team will act on within 30 days, there's no reason to continue.
Prefer a conversation first? Call or email direct.