GTM Scan - clarity
In 45 minutes, we diagnose where your commercial engine breaks and where the greatest gains are.
About Sequoia GTM Advisory
We help leaders gain commercial clarity - with structure, alignment, and a predictable GTM system.
Most B2B tech companies grow in spikes. Teams work hard, but rarely in sync.
We believe sustainable growth happens only when strategy, execution, and people operate as one system.
Sequoia GTM helps leaders rebuild their commercial engine to be predictable, profitable, and scalable.
Our Mission
To help leaders in B2B tech bring order to commercial chaos - so growth no longer depends on luck, but on a clear, proven GTM system.
About Alex van der Plaats
Founder of Sequoia GTM - GTM strategist, commercial leader, and sparring partner to CEOs.
I’m Alex van der Plaats, and I help leaders gain control over their growth.
After more than twenty years in B2B tech, SaaS, and cybersecurity, I’ve learned something important: most commercial problems are system problems - not people problems.
A too-broad ICP. Messaging that doesn’t resonate. Marketing and sales running in different directions. Strategic projects that keep getting delayed. A lot of activity, but little predictability.
I work with leaders who know growth is possible but feel stuck in noise, fragmentation, and lack of focus.
With Sequoia GTM, I bring calm, direction, and structure - from sharpened positioning and GTM architecture to establishing a commercial rhythm that actually works.
My goal: a commercial engine that keeps running - and a CEO who feels confident again in their pipeline, their team, and their trajectory.
Experience that matters
- 20+ years of GTM leadership in B2B tech, SaaS, and cybersecurity
- Leadership roles at scale-ups and global enterprises
- Contributed to 3 successful exits (IBM, Forescout, Darktrace)
- Built multiple marketing & GTM teams from the ground up
- Advisor during growth phases, transformations, and commercial restructurings
How clients describe my style
Strategically sharp, pragmatically executed
Brings calm and structure where there was chaos
A strong listener - analytical, clear, and to the point
A sparring partner who elevates leadership discussions
Reliable, professional, consistent
Results-driven and hands-on when it matters
In short: strategy, structure, and execution — in one person.
Our approach: one transformation path, three steps
GTM Playbook - structure
In modular sprints, we build one GTM system that makes pipeline predictable.
Fractional GTM Leadership - execution & acceleration
1–2 days per week of strategic + hands-on leadership to make growth sustainable.
What this leads to in practice
- A predictable pipeline
- Clear focus and alignment across commercial teams
- A GTM plan that works in the real world
- Less noise, more impact
- Growth that is scalable and profitable
- CEO peace of mind: more control, less uncertainty
Bewezen impact bij internationaal leidende techbedrijven
