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Bringing clarity, direction and calm to commercial complexity

I work with management teams who sense that their go-to-market no longer works as it should, but struggle to pinpoint why - and what actually needs to change.

My strength isn’t in ideas or models,
but in restoring focus, alignment and decision-making when things have become complex and fragmented.

I’ve spent years working in B2B environments where growth, complexity and commercial pressure collide.
Scale-ups, established organisations, international settings - all facing a similar underlying question:

How do we make marketing, sales and strategy work as one coherent system again?

That experience taught me that most commercial problems are not technical.
They arise when direction becomes unclear, decisions are postponed, and ownership gets diluted.

 

Portret van Alex van der Plaats, oprichter van Sequoia GTM Advisory

How I see my work

I don’t see go-to-market as:
  • campaigns
  • tooling
  • or a collection of isolated initiatives
I see it as a leadership responsibility.

As long as there’s no clarity on:

  • who owns what
  • where focus really sits
  • how decisions are made and enforced

growth remains accidental.

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My role is to interrupt that pattern - temporarily, but thoroughly.

What working with me is like

People I work with often describe the experience as:

  • things calm down
  • discussions become more concrete
  • decisions get made
  • teams regain direction and ownership

I’m involved, direct and committed.
Not to prove a point, but to create progress.

What matters to me

In my work, I value:

honesty, even when it’s uncomfortable

simplicity over complexity

doing what’s necessary, not what sounds impressive

taking responsibility - and carrying it

If that mindset doesn’t fit an organisation, it’s better to be honest about that upfront.

I strongly believe in temporary involvement.

Precisely because I:

  • have no internal agenda
  • don’t need to protect a role or position
  • am free to name what isn’t working

I can do what’s required to restore structure and momentum.

My goal isn’t to become indispensable,
but to make myself unnecessary.

 

Why temporary works better than permanent

zwart pictogram met clipbord met omhooggaande lijn en rechtsonder een omringt vinkje-1

Not sure whether I’m the right person for your situation?

Not sure whether I’m the right person for your situation?
Schedule an introduction. We’ll see together whether it makes sense to continue.

 

Schedule an introduction

Proven impact, gained through experience with internationally leading technology companies