What kind of role fits Robin Huisma?

A permanent role with commercial end-responsibility. Head of Sales, Commercial Director, Head of Partnerships, VP Sales or similar — in a B2B SaaS, retail-tech or IT company. Roughly 20 to 200 people.

What does Robin Huisma look at?

The commercial reality: best customers, margin, time lost, wins and losses, partnership value. Then the system behind it: pipeline, forecast, CRM, handoff, follow-up, ownership and rhythm. Commercial clarity first, commercial execution second.

AI only helps when the foundation is right. Robin uses AI, automation and integrations where they make the work better — not as a separate service, but as part of modern commercial execution.

What does Robin Huisma bring to a role?

Commercial end-responsibility from day one. A pipeline that reflects reality. A forecast that holds. A CRM that tells the truth. A team that knows the next step. And the discipline to keep it running.

Where is Robin Huisma based?

Robin Huisma is based in Leusden, Utrecht, Netherlands. Reachable via robin@robinhuisma.nl, +31 6 41 786 468 or LinkedIn: linkedin.com/in/robinhuisma.

Open to a permanent commercial key role · Leusden, NL · Sat 4 Jul · CEST

Robin HuismaCommercial Lead · B2B SaaS, retail-tech & IT

Commercial growth, partnerships and CRM discipline.

25 years building commercial engines in B2B SaaS, retail-tech and IT. Pipeline that reflects reality. Forecast that holds. Partnerships that compound.

Let's talk

Robin Huisma — Commercial Lead, based in Leusden, Netherlands

Leusden, NL.

THE CHALLENGE

Commercial growth, pipeline truth & partnerships

You don't need more ideas. You need momentum.

The strategy is there. The market is there. The ambition too. But somewhere, it gets stuck.

Deals slip. The forecast changes every week. The CRM is full. Nobody trusts it.

Partnerships create activity. Not yet growth that compounds. The team is capable. But there's no one who owns the commercial engine.

That's not a capacity problem. That's an ownership problem.

Customers don't buy because you sell. They buy because they want to move forward.

More control. Less guesswork. Faster decisions. Better results.

That's where it starts.

Not with a new deck. Not with more ideas. But with one clear question:

What progress is your customer trying to make — and are you truly helping them make it?

A full pipeline says nothing. Customer movement says everything.

WHAT I BRING

Four things. All connected.

Claim→Customer movement→Proof→Next step

Customer Movement

A full pipeline says nothing. Customer movement says everything. Every deal has a next step. Every risk is visible. Every commercial decision has an owner. No more pipeline fiction.

Operating Rhythm

Weekly start. Pipeline review. Monthly cycle. Quarterly recalibration. One page. No playbooks. Your team uses it — without being asked.

CRM Truth

The CRM stops being a graveyard. It becomes your steering wheel. Stages, definitions, ownership, handoff — visible. Not to administrate more. To steer better.

Partnerships and New Business

Partnerships that compound. Not partnerships that generate meetings. Sharp offer, clear role per partner, commercial motion behind each one.

PROOF IN PRACTICE

SalesGRIP

Jan 2026 — present

Independent SaaS project — built solo with AI as accelerator

Built solo. Multi-tenant SaaS in production. OAuth, multilingual, HubSpot-integrated. Commercial thinking, shipped as software.

Yoursafe

2025

GTM & commercial implementation

Cross-media platform for a Dutch fintech. 90-day GTM plan. Sponsorship model: Founding-Brand packages from €5K to €30K per quarter. Positioning, messaging and commercial structure — sharpened.

Quantum Omega Group

2025

Commercial operations & CRM

Microsoft Dynamics 365 implementation partner. Stepped in during executive absence. Three months, part-time. Sharpened ICP and proposition. Set up funnel and pipeline definitions. Made CRM the source of truth — with a monthly cycle and quarterly recalibration.

KATEX Projekt Service

2022–2024

Operations & CRM implementation

4 FTE Sales. 1,200 customers in healthcare. P&L responsibility. Rebuilt from scattered documents to CRM-driven work. Made Pipedrive adoption stick — by keeping the standard minimal. Managed national sales managers. Recruited, onboarded, handed over. Left work that stayed standing.

Orange BOB

2012–2022

Commercial implementation

Mobile loyalty platform for brick-and-mortar retail. Built from zero. Led for a decade. 50+ retailers and chains. 500+ stores. POS and e-commerce integrations via APIs. Enterprise tracks: DPIAs, vendor assessments, security questionnaires, escrow. When one deal stalled on a DPIA issue days before go-live, I stepped in with legal and security at the parent company. Live as planned. Co-author: Time for Transformation (2018).

AUTHOR OF YOUR PIPELINE LIES

Your pipeline is lying. See what moves.

One standard: a deal only counts when the customer has done something. Proof, not hope. Customer movement, evidence, rhythm, forecast. That's what I wrote out in Your Pipeline Lies.

FAQ

What kind of role fits?: A permanent commercial role with full ownership. Head of Sales, Commercial Director, Head of Partnerships, VP Sales — in B2B SaaS, retail-tech or IT. 20 to 200 people. A company that wants commercial results, not commercial reporting.
What do you look at?: The commercial reality. Best customers. Margin. Where you're losing time. Where you win. Where you lose — and why. Which partnerships build real value. Then the system: pipeline, forecast, CRM, handoff, ownership, rhythm. First: clarity. Then: execution.
What about AI?: AI helps when the foundation is right. Messy pipeline, untrusted CRM, no next-step owner — AI mostly accelerates the problem. I use it where it makes the work better. Leave it out where it distracts. Not a tool. A choice.
What do you bring?: Commercial end-responsibility from day one. Pipeline that reflects reality. Forecast that holds. CRM that tells the truth. Team that knows the next step. And the discipline to keep it running after you stop watching.