Most startups don't fail because they lack ambition. They fail because they scale before they understand. I work with founders at the exact moment they need senior commercial judgment — not a full-time hire.
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I step in as your commercial leader — not as an advisor who sends decks, but as someone who owns the motion. I build the playbooks, hire the team, run the pipeline, and hand over a machine that works without me.
Before you scale, the message has to be sharp and the pricing has to hold. I work with founders to pressure-test their go-to-market assumptions and get them to a model that converts reliably.
The first commercial hires are the most consequential. I define the roles, run the hiring process, and onboard the people who will take over from me — so the transition is smooth, not a cliff edge.
For founders who need a sounding board rather than an embedded leader. I run focused sessions on sales process, ICP definition, messaging, and commercial structure — and leave you with something actionable.
Hiring a full-time CCO too early is one of the most common and costly mistakes in early-stage startups. You lock in assumptions that haven't been proven yet. You turn exploration into execution — and execution amplifies whatever is already there, clarity or confusion.
A fractional commercial leader gives you pattern recognition and hands-on execution for exactly as long as you need it. No political baggage. No long ramp. A typical engagement runs five to ten months — long enough to install structure, short enough to avoid dependency.
See how it works in practice →Led MuleSoft's business across Northern Europe, built and scaled teams in Nordics, Benelux, Iberia and Italy. Later ran a global EMEA programme coaching first- and second-line sales leaders at Salesforce.
Grew MuleSoft's market share across Benelux, Nordics and DACH. Responsible for business development, team growth and regional P&L ahead of Salesforce's acquisition.
Set up and led a new business unit for SAS Visual Analytics in the Netherlands, including sales, pre-sales, consulting and partner management.
A decade at Oracle selling ERP, CRM and enterprise applications across Financial Services. Rose to Global Account Director, responsible for the worldwide Oracle–ING relationship.
I work primarily with startups in the Forward.one portfolio. If you've been introduced, I'd love to hear about where you are and what you're trying to solve.
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