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

Microsoft

Azure Cloud Solution Architect

Freelance

Ordained as a Soto Zen monk and having practiced several forms of mainly Buddhist meditation for 26 years, as well as having done several longer retreats across Europe and the Himalayas, I currently teach meditation (both theory and practice) to groups and individuals (Pro bono and upon request).

In addition to more informal teaching sessions, I also participated in and led formal wellness programs (IBM Wellness Program and Microsoft Mindful Growth Initiative), across EMEA, and at Microsoft, globally. As Mindful Growth Western Europe Lead, I was a part of the global leadership team and helped design, test and evaluate formal meditation programs and initiatives, in addition to teaching various teams across the organization (approximately 1200 FTEs in total, at all levels of seniority).

If you or your organization are interested in learning more about meditation, feel free to contact me for more information.

Meditation Teacher@Microsoft, Google, IBM, Oracle, LinkedIn, DataDog, SambaNova Systems etc.

SambaNova Systems

In this role I was responsible for developing and driving our go-to-market strategy for the Nordics & UKI. I worked closely with global leadership, product and engineering teams to define, test and execute sales strategy in EMEA, including defining best sales practices and methodology. I also helped onboard, train, coach and mentor junior team members.

In addition to my regular duties I organized, led and facilitated regular classes on Zen meditation to SambaNovans in Europe and the Americas, as well as regular 1-on-1 coaching sessions, working closely with global HR.

Regional Business Development Director - Nordics

•	Spearheaded Azure Data & AI consumption initiatives for customers across 15 verticals in Sweden consistently achieving or surpassing sales quotas (127%).
•	Worked collaboratively with Senior Account Executives, Black Belts, Cloud Solution Architects, Commercial and Legal Specialists, and Microsoft partners to tailor solutions to meet customer needs.
•	Recognized for outstanding performance with a promotion and the prestigious SMC award.
•	Organized, led and facilitated daily classes on Zen meditation, as well as tailored 1-on-1 sessions to Microsoft employees in EMEA, Asia and the Americas (totally 1200 PAX). 
•	Regularly facilitated courses for the global Aspire executive program and delivered workshops on growth mindset and mindfulness.

Enterprise Cloud Sales Solution Specialist - Azure Data & AI 

Senior Azure Cloud Sales Specialist: Apps & Infrastructure

Datadog

Datadog is a SaaS-based infrastructure monitoring solution that's designed to bring events and metrics from the entire stack into one unified view. With 200+ official application Datadog Integrations (AWS, Google Cloud, Azure, Kubernetes, Chef, Docker, Pagerduty etc.), as well as real-time alerting, DataDog help IT and DevOps teams stay notified of critical issues and allow for them to be proactive, rather than reactive.

I helped companies in Sweden, Denmark, Norway, Finland and Iceland pull data from their servers, databases, applications and services, to present a unified view of their entire stack. In addition, I led our small Commercial Nordic team. As only one of three EMEA commercial sales professionals, I was awarded the President´s Club for outstanding achievements during the FY2019.

Senior Account Executive & Team Leader - Commercial Team Nordics

I helped our Swedish clients avoid critical system downtime and worked closely with clients and Business Partners to provide the best maintenance and risk management solutions for both IBM and non-IBM hardware and software.

Channel Account Manager, Sweden - Technology Support Services & Risk Management

Informatica

Informatica is a Silicon Valley-based leader in Enterprise Cloud Data Management and helps data-driven leaders unleash the power of data to drive intelligent disruption.

I worked with clients across all verticals in the Nordic countries and focused on identifying new business opportunities and on nurturing them until they were developed into valid solutions. 

Areas of expertize included;

- Big Data Analytics (efficiently and cost-effectively turning raw data into actionable business insights).
- Total Customer Relationship (better understanding of customers with a single view across all channels and touch points).
- Application Consolidation (removing data management risk faced when modernising,  
  rationalising, or consolidating applications).
- Cloud Modernization (cloud integration and data management services for Azure, Salesforce, Workday, Redshift and more).
- Data Governance (governing of data to stay compliant, reduce costs, mitigate risks and grow the business).

Enterprise Business Development Manager, Nordics

I worked with clients across Sweden and the Nordic countries and focused on identifying new business opportunities and on nurturing them until they could be developed into valid solutions. Areas of expertise included;

Enterprise Marketing Management: 
Customer expectations — whether consumers, citizens or business customers – for relevant, personalised and consistent interactions are soaring. Catalysts like social media, real-time access to information and the growth of mobile devices are redefining what customers expect.

Commerce: 
Commerce is becoming more and more complex. For businesses, this means managing a web of channels and interaction points -- traditional Internet, mobile, physical, social and more - to successfully and profitably exchange goods and services.

In addition to the above, I was also the Digital Focal Point for the Nordic Team and monitored and oversaw our Digital Sales activities.

Senior Lead Development Specialist - Smarter Commerce (Nordics)

Unlimited Travel Group

Led tours, treks and expeditions to China, Vietnam, Cambodia and to the Himalayas by using relevant expertise skills in team leadership, cross cultural management, time management, budgeting and cultural geography.

Took on the responsibility for the safety and survival of clients and team members, by applying various leadership tactics, split-second decision making and crisis management techniques.

Expedition Leader (Nepal, Bhutan, Tibet, Vietnam, Cambodia, China, Jordan)

Sandvik Coromant

Short-term contract, during which I helped research and establish relevant correlations between organizational culture, strategy and management control systems, suggesting more efficient organizational structures. This later resulted in a revision to the Global Strategy document. 

As part of this assignment, I also conducted in depth-interviews with the global top management team (including the CEO), as well as studies of material culture and of how this influenced organizational culture. Our findings resulted in a workshop for the top management team, as well as a revision to parts of the global strategy document.

Organizational Culture Consultant (3 months contract)

With a background in IT Sales, Business Development and team leadership, I am a driven and well-rounded professional, as well as a highly motivated team-player, possessing business acumen, cloud technology & AI proficiency, strong interpersonal skills and a proven ability to move across cultural and industrial boundaries. 

I am also an ordained monk in the Soto Zen tradition and have practiced meditation since 1996 and taught meditation since 2008, to both individuals, special interest groups and corporations across the world. In addition to regular meditation sessions, I also run 1-on-1s, workshops and tailored sessions to individual teams upon request, pro bono.

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