I bring sales excellence to B2B SaaS and AI sales teams in Benelux and DACH — evidence-based, highly tailored, and holistic. That means I identify and remedy every factor holding back commercial performance, not just the obvious ones.
My path into this work wasn't planned. I co-founded Travelcircus, an online travel agency in Berlin — bootstrapped to 20 people, raised €2M in funding, and grew to 50. I was COO and ran business development. In 2016 I joined Recruitee (now Tellent) as a late co-founder and became Chief Commercial Officer, owning everything from marketing to sales to customer success.
Recruitee operated in a brutally competitive market — five ATS systems in the Netherlands alone fighting for recruiter attention. We still became the leading ATS in the Netherlands and one of the leading ones in Europe, completely bootstrapped. Having done this twice, I learned what it really takes to build efficient go-to-market engines without burning capital.
When I left in late 2019, VCs were already introducing me to B2B SaaS founders who wanted that same rigour applied to their teams. That's how I started consulting. Over seven years and 140+ engagements, I developed a unique lens for reading commercial teams, identifying where the real skill gaps are, where process breaks down, and where management is the limiting factor.
Along the way I built a methodology from scratch. Early in my consulting career I realised that downloading a generic blueprint onto a team rarely works. Every company is different and needs to be approached differently. So I developed what I call the model of too many P's: a commercial maturity model that maps every factor influencing a team's performance, from pipeline and process to people, positioning, and management. It's what I use to analyse the current state of a team before I design a single session, and what I track throughout the engagement to make sure things are actually improving.
The training methodology that came out of this is the SETUP method. S is for Spot: a real-world exercise grounded in evidence from that company's own calls, opening the door for reps to consider alternatives. E is Explain: the theory behind the best practice. T is Transform: correcting and improving existing content rather than starting from scratch. U is Use: full practical application through roleplay or writing. P is Put it into practice: ending every session with just two concrete takeaways, because if you overload people in training they don't know what to implement on Monday morning. The moment reps hear themselves in their own calls, their willingness to change increases exponentially. That's why everything starts from their reality, not mine.
Since 2023 I've worked deeply with AI companies alongside SaaS teams. The differences are real. The sales motion, the buyer psychology, the objections are different in ways that actually matter. That's experience you won't find in generic training programmes.
Why Benelux and DACH? I was born in Germany, studied in France, the Netherlands, England, and Denmark, and have lived in the Netherlands for 15 years. I understand how Dutch and German SaaS buyers think, how these teams are structured, and what cultural differences matter in the room. That context shapes everything I do.
