For over 15 years, I’ve built high-performing sales teams and coached individuals at every career stage, closing over $100M in software sales. Now, I help sellers accelerate their growth, leaders build resilient teams, and founders scale revenue engines through proven GTM processes.

My clients describe me as process-oriented, an excellent communicator, and someone who helps them unlock their potential.

If you’re a seller, leader or founder seeking guidance to accelerate your outcomes, let’s schedule a call via the featured section below!

Mats Uddenfeldt

I wish someone had told me this in my first year of sales:

(It would’ve saved me a lot of stress and a few bad habits. )

1. Don’t take it so seriously.

Sales isn’t life or death. The pressure can be intense, but remember to breathe and keep perspective. At the end of the day, it’s just a job.


2. Show up to help, not just sell.

Sometimes the best move is to qualify out or even recommend a competitor. The trust you build with honesty will pay off later. Often in ways you can’t predict.


A seller I coach asked me about this recently.
It reminded me that the lessons you learn early shape how you sell for life.

If you could go back to year one, what would you tell yourself?

Driving GTM Excellence for Sellers, Leaders & Founders.

Chasing big goals isn’t supposed to feel great all the time.

At yesterday’s EliteGTM exec session with Luca Lazzaron on Scaling Culture Without Losing Control, one insight stood out:

The rule of thirds for performance:
- A third of the time, you’ll feel great.
- A third, just okay.
- And a third, absolutely terrible.

That last part doesn’t mean you’re failing.
It means you’re in the middle of something hard.

Most people panic in that tough third.
They second-guess, look for shortcuts, or quit too soon.

But if you expect the ups and downs, you don’t overreact.
You keep going.

And when you’re leading teams, the same rule applies.
Your job is to normalize the tough third. Not fix it.

A coach helps you see where you are in that cycle, and how to move forward when it feels rough.

Who helps you push through your tough thirds?

Most deal reviews stay internal.
Next week, EliteGTM is breaking that rule.

They’re launching the first Global Deal Review Hour where sellers bring real deal challenges to a global community of 600+ tenured GTM leaders.

In one hour:
- Stalled deals move.
- Dead deals revive.
- Sellers level up.

No deep dives or customer names.
Just quick, actionable reviews.

And for this first session, it’s free.

Want to join? Comment or drop me a note.

The best sellers don’t sound like sellers.

They sound like:
- Experts
- Problem solvers
- Someone worth trusting

That comes from unselling.
Leaning back instead of pushing to close.

My instinct was always to listen first.
To diagnose. To give real advice.
Not pitch. Not push.

But some orgs still ran the old playbook:
- “Overcome objections.”
- “Control the call.”
- “Push the close.”

So I forced it. And it killed my edge.

The moment I stopped trying to sound like a seller, and went back to sounding like myself, my numbers took off again.

3 ways you can start unselling today:


1. Don’t rush the close. Test urgency.

→ “Why not wait until next quarter?”

Their answer tells you everything.


2. Challenge the status quo.

→ “What’s working well today? Why even change?”

Uncover a critical reason to act now.


3. Invite criticism.

→ “If any part of this doesn’t fit how you work, tell me.”

Honesty builds trust faster than pitching ever will.


Unselling isn’t passive. It’s powerful.

Because when you create space, buyers lean in.

Or you can qualify out.

3 ways you can start unselling today:

Most sellers answer too fast.

“Do you offer discounts?”
→ “Of course!”

“Can you integrate with X?”
→ “Yes, we can!”

“How are you different from X?”
→ “Our USP is…”

You think you’re being helpful.
But when you jump to answer, you miss an opportunity.

Before you respond, find out why they’re asking:

“Do you offer discounts?”
→ “Happy to explore. What’s driving that question?”

“Can you integrate with X?”
→ “It depends. How are you planning to use it?”

“How are you different from X?”
→ “Good question. What outcome are you looking for?”

That’s how you get closer to the truth.
And often, it changes your answer completely.

From top performer to novice manager to trusted leader:

Early in my career I had a sprinter’s mindset. I was motivated to get ahead by outworking others and having an impact autonomously.

This made me super successful as an IC.

But in my first leadership role, it was obvious that this approach didn’t work.

The problem? My sprinter’s mindset left little room for others to learn or grow.

Later I learned to make a major mindset shift.

Instead of operating as a sprinter, I thought of myself as a long distance coach.

I needed to be able to pace myself so I could have sustained impact over a long time, empowering my team to do the same.

Here are 3 ways you can start making that shift:

(I’m still working on 3)

1. Go slow to go far
Don’t just sell your vision, enroll your team and bring them along for the ride. 

Start with why.
Delegate with context.
Ensure everyone’s on board. 

You may need to move a bit slower, but it will help you go further.


2. Set a sustainable pace

Enable your team to do their work at a sustainable pace.

They will take cues from you: when you send emails, how you balance your work/life, and how you delegate during PTO.

If you want a peak performing team, make room for rest and recovery.


3. Ask questions instead of giving answers

This is a big shift if you used to thrive as an IC by quickly solving problems autonomously.

As a leader, your role isn’t to give answers.
It’s to help your team figure it out.

Partner to discover solutions instead of giving directives.
Prompt them to think critically and your team will build confidence and have even more impact.


What mindset shift has had the biggest impact on your career?

I've never met a top 1% sales rep who doesn't prospect religiously.

I mean the very best. The ones at the top every quarter.

You're never too senior to build your own pipeline.

Here's why:

1) Ownership and control

Taking charge of prospecting gives you full pipeline control. You can quickly adapt, seize opportunities, and build stronger client relationships.


2) Unpredictable changes

BDRs/SDRs might get promoted or leave, creating pipeline gaps if you rely solely on them.


3) Consistent pipeline

Consistent prospecting ensures a steady flow of deals, reducing the risk of pipeline gaps from market changes or slow inbound leads.


4) Skill development

Regular prospecting hones your skills, keeps you sharp, and aligns you with market dynamics and customer needs.


5) Inbound flow

Inbound leads might go to someone else. Also, outbound deals are typically 4x larger, as you shape requirements rather than just fulfill requirements.


Top performers know prospecting is a mindset.

Stay proactive. Stay at the top.


How do you invest in your pipeline?

Why you're never too senior to build your own pipeline:

Delayed rewards are often the most meaningful ones.

Because the best work pays off on its own timeline, not yours.

A month after running my half marathon, the medal and shirt finally arrived.

A good reminder: important stuff rarely pays off instantly.

Not in sales.
Not in your habits.
Not in anything that matters.

You put in the work now.
You collect the payoff later.

And some fights demand that mindset even more.

Ukraine’s fight isn’t about quick wins.
It’s about staying committed long after the world stops paying attention.

Because the best results rarely come fast.

In business. In life.
And in the fight for freedom.

#SlavaUkraini

Volvo Cars

• Improving reliability and incident response together with my great colleagues.
• Helping roll out an observability solution while implementing shift-left and full ownership across the company.

Sr Staff Engineer (Enterprise Architecture)

• Rolled out Service Levels across a large org (110+ teams) sitting with 70% of those teams and their consumers face to face to identify their services, set sensible SLI, and reasonable SLO.
• Developed Service Level Calculator as an open source tool to run SLO workshops effectively
• Crowdsourced software catalog with 400+ components and 80+ systems across 110+ teams. Later migrated it to Backstage using Deno and Notion API.
• Improved operations and on-call support to shift left and implement “You build it, You own it”
• Acting PM for a platform team, I led product strategy and execution for the Reliability Ownership Dashboard on the internal developer platform at Volvo Cars.
• Collaborated with cross-functional teams to ensure successful launch and adoption of the dashboard.
• Achieved seamless integration and usability of the dashboard across the organization, enhancing overall developer productivity.

Sr Staff Engineer (Platforms & Operation)

• Introduced DORA metrics across the org
• Established the ADR (architecture decision records) format and lightweight process to reduce meetings and improve decision quality across the software division. This led to 500+ ADRs after 2.5 years
• Kick started Volvo Cars Engineering blog by a few of my own works and working with other software engineers to publish their ideas. Later we grew it to have an editorial team.

Sr Staff Engineer (Global Online Experience)

Alex Ewerlöf Notes

Testing ideas to find a product market fit for a AI powered product in the junction of Service Levels, observability, alerting, and incident management.

Founder

Warner Bros. Discovery

• Led the migration of discoveryplus.com from a bespoke solution based on nginx and custom Python scripts to cloud-native with Lambda@Edge with 4 teams
• Established the ADR process by creating 30+ ADRs, and leading the ADR Forum
• Set SLI/SLO for the face of discovery+ and established on-call alerts, playbooks and incident management

Staff Site Reliability Engineer (discoveryplus platform)

Schibsted

• Was elected as Tech Lead by the team (9 out of 11 votes).
• Created a community of 150+ developers across 3 countries for an inner source web platform.
• On-call for 2 large TypeScript microservices serving 25 media websites with 80% penetration in SE & NO.
• Led the conversion of 150 KSLOC JavaScript to TypeScript.
• Implemented the observability pillars (logs, metrics traces) for our application platform.
• Re-architectured the config system to serverless to increase response time by 90% and reduce costs 11x.

Staff Engineer (common news platform)

• Rewrote the OAuth 2 browser JS SDK after adding 100+ unit and integration tests.
• Refactored a high load Node.js Microservice handling 150 req/sec to improve performance and quality.
• Re-Architectured the multilanguage email system using Lambda, Transifex, and DynamoDB.

Sr. Software Engineer, Identity, SDK

• Carried user research sessions at the editorial room to understand their workflows.
• Created product strategy for improving photojournalist flows and executed with a team of 6 devs.

Associate Technical Product Manager

RaySearch Laboratories

• Joined a small team to kick-off RayCare Oncology Information System (OIS) which went to become a new product line for the company.
• Worked with the hospital personnel to rethink the flows that connected patients, doctors and machines.
• Created the initial low-fi prototypes to verify the workflow and later translated it to frontend using TypeScript, Angular and SASS as well as a mock backend in Node.js.
• Helped grow the team to 50+ engineers in less than 2 years.

Sr. Software Developer

Bilitti

• Created an Android app for public transportation tickets using NFC and PhoneGap in 3 months.
• Worked with my partner to pitch the idea and get feedback and funding.

Co-Founder, CTO

Klarna

• Created the first version of Klarna Developer portal with 2 back end developers.
• Created the first web based Klarna brand guidelines.
• Created a WYSIWYG tool for the legal team to edit markdown templated text (later became my first popular open source project)

Sr. Software Engineer

Cobham

Created the web interface for controlling and monitoring our new repeater line up.
• Learned Lua and JavaScript at the job in 4 months.
• Rewrote the legacy application to gain 1200x faster load time and reduced memory consumption by 10.4x.
• Wrote over 200 unit, UI, and integration tests.

Software R&D engineer

Rebtel

• Carried UX research and designed the first desktop VoIP client for Rebtel (a response to Skype).
• Created hi-fi interactive prototype using J2SE Swing to communicate the designs and gather feedback.
• Worked with a team of 6 .NET WPF developers to implement and release the first GA version.

UX Engineer

Mobile Life VINN Excellence Centre

• Gathered quantitative data from 24 player experience sessions as well as qualitative surveys.
• Wrote a research paper that was accepted to ACM and published in Oct 2010.

Scientific Researcher

Original daily inspiration: Tech Leadership | SRE | Growth

Casually open to the next level in my career development as a distinguished engineer or CTO.

See https://www.alexewerlof.com/who or Google my name.

DISCLAIMER: ALL OPINIONS ARE MINE. WHAT I SHARE PUBLICLY IS NOT REPRESENTING MY CURRENT OR PREVIOUS EMPLOYERS OR CUSTOMERS, NOR DOES IT REPRESENT MY CURRENT CHALLENGES AND OPPORTUNITIES. THE CONTENT IS PROVIDED AS-IS FOR PUBLIC CONSUMPTION.

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