25 years of B2B new business. And I build the AI that fills my own pipeline. At the table, closing the deal, with a way of working built for how commerce works now.
Netherlands & Europe (Leusden).
Commercial growth, pipeline truth & partnerships
You don't need more leads. You need signatures.
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 you get to steer on.
You see which deals are real and which are wishful thinking. Every deal gets a next step, every risk becomes visible, every commercial decision gets an owner. No more sales assumptions, only proven progress.
Your team knows where it stands every week. Weekly kickoff, pipeline review, monthly cycle, quarterly recalibration. No eighty-page playbooks, just agreements people actually use.
You steer on numbers that are right. Stages, definitions, ownership and follow-up become visible. Not more administration, better steering.
Your partnerships drive growth instead of keeping everyone busy. Sharp offer, clear role per partner, commercial motion behind it. And new customers that would not have been there without you.
Own project — n8n, Postgres, multi-tenant SaaS
Prospect engine in n8n and Postgres, running autonomously every day, platform- and ICP-agnostic. Runs on public registry data, connects to any CRM, GDPR-proof and in line with the EU AI Act. Alongside it, a multi-tenant SaaS platform with pipeline analysis and forecast dashboards. Voice agents in development. Built to use, not to demonstrate. It is my workbench, not my business plan.
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.
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.
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, keeping the standard minimal. Managed national sales managers. Recruited, onboarded, handed over. Left work that stayed standing.
Commercial implementation
B2B SaaS loyalty platform for physical retail. Ten years of doing the new business myself: my own calls, my own meetings, my own signatures. 50+ retailers and chains signed in sales cycles of 4 to 18 months. Multi-year SaaS contracts, 50 published apps, 500+ locations. POS and e-commerce integrations delivered through APIs. Enterprise processes with DPIAs, vendor assessments, security questionnaires and escrow. When one deal stalled on a DPIA point days before go-live, I took over the conversation with legal and security at the client's parent company. Live as planned. Co-author: Time for Transformation (2018).
Your Pipeline Lies. 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.
A senior new business role where I sit at the table and close myself. At Orange BOB I personally signed 50+ retail chains over ten years: multi-year SaaS contracts, sales cycles of 4 to 18 months, 50 published apps in the App Store. I would gladly do that again. Or a role with commercial end responsibility at a company where the engine still needs to be built or sharpened. Strongest fit: AI-first companies, SaaS and IT. Companies that want AI on their commercial process and are looking for someone who already does it.
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.
I do not talk about it, I build it. My prospect engine runs autonomously every morning: n8n, Postgres, public registry data. Platform-agnostic, so it connects to any CRM. ICP-agnostic, so it works for any target market. All GDPR-proof and in line with the EU AI Act. That care does not come from a course. I ran enterprise deals with DPIAs and vendor assessments when AI was not even a topic yet. Anyone putting AI on their commercial process wants speed and care in one person.
New customers. A pipeline that reflects reality. A forecast that holds. A CRM that tells the truth. And the discipline to keep it running.