Olivier Tytgat 🪖

Co-Founder & Head of Sales

Outbound Catalyst

Outbound Catalyst partners with B2B SaaS companies to engineer predictable growth systems. We use targeted outbound as the validation engine - the one channel that lets you control who you reach and get direct market feedback. Once your messaging and positioning are proven, we help you build the operations, systems, and processes to scale growth across all channels.

From early-stage GTM validation to scaling outbound at volume to optimizing revenue operations for larger teams - we apply systematic thinking to help you grow faster and more predictably.

Founder & CEO

Operated as a co-founder and IC for various B2B tech companies. 

- Leexi.ai (Head of Sales as a service | 1.5M in pipeline in 6 months)
- Butterfly.ai (EU market validation | 250K pipeline in 6 months)
- TIMi.eu (setting up an enterprise SaaS selling motion & validation | 2.5M pipeline in 6 months)
- MyMove (full cycle AE, founding AE | 2.5M in pipeline & €1M ARR in 18 months)
- Ingenix (advisor to founder on lead gen & commercial topics)
- SalesArchitects (co-founder | 0 to 250K in revenue in 20 months)
- SalesNote (co-founder | 0 to 10 paying customers in 6 months)

Solopreneur

Clay

Co-hosting the Clay Club meetups in Lisbon. 
We bring together GTM leaders and Clay enthousiasts to brainstorm and showcase our latest workflows and how to be successful with Clay.

Clay Club Lisbon Co-host

I am the first official Clay Expert in Belgium and Portugal. I was certified in April 2024, after having helped +3 organizations set up Clay efficiently and effectively. 

See my page here: https://www.clay.com/experts/profile/olivier-tytgat

With Clay, you can build workflows that:
- automatically qualify your inbound leads
- research your market at scale for outbound
- waterfall enriches contact data
- helps you prepare for your sales calls
- keeps your CRM clean & up-to-date 
- much more

Certified Clay Partner (#1 in Belgium & Portugal)

IzyCoffee

I own a very small amount in the next European Coffee Empire. The reason for my investment is threefold:
1. I absolutely love coffee
2. I am amazed by the vision of their founder, Bart and believe in him as a founder
3. I tend to back the underdog 

I am not involved in any decisions or operations whatsoever.

Co-Owner

MyMove

Enabling car rental companies, car dealers, and corporates alike to offer an end-to-end digital fleet sharing experience to their users. Either in an open fleet setting that’s accessible by third parties (car rental) or in a pure, closed fleet only accessible by people within a closed network (car-sharing) .

MyMove provides all the technology to have your fleet connected and therefore shared: in-car keyless technology, mobile-app for the end-user, mobile payments (credit cards) in-app, platform & dashboards for the fleet manager(s) and the possibility to integrate with your current systems. All supported with a 24/7 customer support (in-app) for your people/customers for extended live support, whenever, whatever. MyMove, leads the way.
What I'm involved in: 
- managing the outbound process to prospect our target audience
- entering new (European) markets
- direct report to CEO
- lead the outbound efforts towards mid market and enterprise customers
- book and lead meetings with key stakeholders as to identify a valid business case
- following up and following through (super essential!)
- providing our product team with valid input
- help with the scaling and streamlining of processes 

My impact: 
- saw the team grow from 8 to 16 people
- provided product feedback to grow the product
- first sales rep to close deals and bring in money
- created traction in 3 international market (BE, NL, UK) 
- booked over 400 meetings
- advised the CRO on improvements for the outbound process --> led to me being in charge of that.
- worked closely with the CRO to improve Customer Success framework and onboarding
- worked closely with the CRO to setup lead magnets, webinars, etc. via the marketing manager
- my sales efforts contributed to closing a 3.2 million SERIES A funding round

Founding Account Executive (Intrapreneur)

SalesArchitects

Existing start of my career where I got the opportunity to help scale the company to up to 25 ongoing projects, helped implement a project management strategy, and helped multiple companies to increase their lead generation conversion rates, resulting in more revenue.
Some achievements: 
- created a Social Selling Course
- filled in the different offerings and shaped them into valuable packages
- established myself as a thought leader on sales in Flanders
- actively led a team of 5+ interns.
- set up lead magnets
- created and promoted 2 events resulting in +500 subscriptions and leads in less than 2 weeks. (one of them was paid)

SalesArchitects assists businesses in gaining organic and sustainable growth by building a structured sales plan.

We design a blueprint for your sales by challenging your business and assisting you with hands-on methodologies, creative strategies, and by assisting with implementing them. 

No guru talk, no sales talk, pure hands-on strategies which will make you a better entrepreneur and sales person!

Main industries we're active in: 
- SaaS / tech
- IT (hard- & software)
- Insurance
- Wholesale

Always open to discuss any other B2B industry as well!

Chief Sales Architect / Managing Partner

SalesNote

Amazing journey while running another company, to bootstrap this one to their first successes and key metrics. Some things I did here: 
- improved the product via a product development framework
- developed an outbound strategy generating over 5000 leads in total
- spoke with more than 250 sales professionals (from C-level to individual contributors) over 1,5 years talking about their challenges
- conducted customer interviews
- set up and managed a research study on the biggest challenges salespeople face, executed with a university student
- participated in growth trajectories at Startit@KBC and Birdhouse.
- sold the first contracts
- experimented with a lot of growth strategies and tests, quickly iterating when needed

SalesNote is the sales productivity platform to capture data during contact moments with prospect and customers. 
Capture data that is otherwise lost, enabling you to get to know your clients better and sell more!

Our mission: helping SMBs and corporates with implementing new ways of selling combined with using the right tools. Hereby creating the highest sales effectiveness possible at the moment!

My role: finding ways to boost our company in order to help as many organizations and sales professionals as possible.

Head of Growth / Managing Partner

CEO @ Outbound Catalyst | generate pipeline consistently with our revenue systems

👋 I'm Ollie, and here's my journey in a nutshell: 

- Helped over 25+ tech companies get their first 10-50 clients through smart revenue systems
- Trained over 250 people from diverse backgrounds on becoming the best cold callers ever
- Hosting a podcast where we decode B2B Revenue Systems: https://open.spotify.com/show/5LMwgSpPBRfffF4OyQsXC5?si=7bb99931399e40aa

🚀 On a mission to helping another 25+ tech companies increase their pipeline and net new revenue (building out Outbound Catalyst to be the 🥇 GTM agency in the EU).

🧠 Sharing my learnings from generating 100 million plus in pipeline and growing a growth/GTM agency in my newsletter -> https://bit.ly/newsletter-linkedin-website-profile 🧠

What you'll get by following me:

🚀 Actionable tips to grow smart outbound/revenue systems

🔥 Transparent & actionable advice, no fluff

💼 Exclusive updates on Outbound Catalyst's growth 

I’ll be posting growth tips and tactics - so hit that “Follow” button!

Peace, pipeline & revenue ✌️

Ollie

Founding Member

As a Founding Member of the Sales Hacker community, I exchanged ideas on how to provide value for the community. 

Sales Hacker is a community where B2B Sales Professionals share their experiences, best practices and exchange interesting ideas and other content.

Olivier 🔎 Tytgat

Every milestone I chased taught me one lesson: 

Achievement without alignment is just expensive misery.

That realization changed everything.

2 years ago, I was obsessed with one goal: 
scale Outbound Catalyst to $1M in revenue before 30.

I believed hitting that number would make me feel fulfilled. Accepted. Enough.

I was wrong.

But along the way, I noticed something critical:
	•	16-hour days weren’t productivity—they were avoidance

	•	More revenue created more problems, not more peace

	•	I was solving everyone’s problems except my own

At first, I thought: “This is just what it takes. Push harder.”

But then it hit me:
I didn’t believe in myself anymore. And my actions proved it.

Summer 2025: I took 2 weeks off and made a decision.

What if I could:
✅ Build a company that doesn’t require me as the bottleneck
✅ Choose sustainability over urgency
✅ Remove friction instead of powering through it

Fast forward to today:
I’m rebuilding Outbound Catalyst with proper foundations.

Same mission. Different approach.

1️⃣ Remove friction 👉 Wrong-fit clients, toxic patterns, limiting beliefs—all gone

2️⃣ Do less, better 👉 80% done by someone else is 100% awesome

3️⃣ Choose honesty 👉 Hard conversations over comfortable lies

4️⃣ Trust the process 👉 Slow progress beats urgent burnout

5️⃣ Build for me 👉 Journal daily, find clarity, stay true

I’ve spoken to 8-figure entrepreneurs who still chase more, rush everything, and hide behind “hustle harder.”

They’re not happy either.

More money creates more money problems. It doesn’t solve what’s broken inside.

That work? It’s free. And it’s yours alone.

Don’t sacrifice who you are for who you think you should be.

You are enough.

What did you sacrifice to get where you are? And was it worth it?

Olivier 🧪 Tytgat

Engineering growth for ambitious SaaS revenue teams | Founder/CEO @ Outbound Catalyst

No alternative text description for this image

385 contacts.
9.61% reply rate.
16.22% positive reply rate.

1 positive reply for every 64 people contacted.

This was Campaign 1.

Then we optimized.

Campaign 2:
201 contacts.
8.46% reply rate.
29.41% positive reply rate.

1 positive reply for every 40 people contacted.

What changed?

We ran 5 filters before anyone got an email:
→ Sourcing (find buyers where they actually show up)
→ Enriching (layer in signals that matter)
→ Qualifying (filter for must-haves, no exceptions)
→ Segmenting (group by intent, not just job title)
→ Routing (each segment gets its own angle)

Smaller list. Better targeting. Higher conversion.

Precise targeting beats spray-and-pray contacts.

Every. Single. Time.

Engineering growth for ambitious SaaS revenue teams through programmatic GTM | Founder/CEO @ Outbound Catalyst

I just open-sourced our GTM diagnostic framework.

The same one we use with clients paying €3,500 for a full audit.

It's called the GTM Scan.

Here's why I'm giving it away:

Most B2B SaaS companies approach outbound wrong.

They blast emails. Pray for replies. Wonder why nothing converts.

The problem isn't outbound.
It's their GTM foundations.

The GTM Scan evaluates 6 dimensions:

1️⃣ ICP & Targeting
→ Is your ideal customer clearly defined and validated?

2️⃣ Signals & Triggers
→ Are you reaching out at the right moment?

3️⃣ Data Infrastructure
→ Is your prospect data reliable and enriched?

4️⃣ Messaging & Positioning
→ Does your message resonate with buyers?

5️⃣ Outbound Execution
→ Is your sequence structure optimized?

6️⃣ Process & Measurement
→ Are you tracking what matters?

Score yourself across 23 questions.
Get your GTM Readiness Score.
Know exactly what to fix.

Takes 10 minutes.

If you're a B2B SaaS founder or revenue leader, comment whatever you want below OR just DM me & I'll send it to you. 

Stop hoping for growth. Start engineering it.

Here's how Frank Sondors 🥓 and his team book 500 meetings/month with only 5 reps 📈

2 months ago, Frank launched 5 million pages for SEO.

Here's the controversial part: they auto-dial visitors who scroll past 50%.

Most companies spend months driving traffic to their site, then just... wait. 

Wait for form fills. 
Wait for demo requests. 
Wait for someone to raise their hand.

That's like throwing a party and hiding in the kitchen.

Frank took a different approach:

The Strategy:
Generate massive programmatic content from directories and datasets (anywhere there's structure + search volume).

The Twist:
They proactively call visitors based on intent signals.

Low intent page (blog, "top 10 tools" lists):
- Visitor scrolls past 50% depth → auto-dial triggered
- Shows genuine interest, not just bouncing

High intent page (competitor comparison, alternative searches):
- Visitor lands on page → immediate dial
- They're already evaluating options

The Result:
Thousands of calls initiated automatically. 

Real conversations with people actively researching, not cold prospects.

Think about it: 

You invest everything into generating traffic. SEO. Content. Ads. Distribution.

Then they finally arrive on your site and... nothing happens?

You spent months getting people to show up. Don't let them walk into an empty house.

The traffic is already there. 

The intent is already there. 

The only question is: are you going to wait for them to reach out, or are you going to start the conversation?

What's stopping you from engaging visitors while they're hot on your site?

p.s. you can use Nick Tomic's Face2Face.io for this

There's 3 main areas you need to be on top off as a GTM team in 2026:

1. Data

2. Strategy

3. Infrastructure

Let's break them down 1 by 1:

1. Data

Historically, data has been immensely overlooked and ignored. People bought Apollo or Zoominfo, perhaps a lusha on top, and thought it would do the job. 

Little did they know they can't trust that data and they didn't do their own research. 

Result? Spam city, bounces, etc.

The fix? THE 5 FIRST PRINCIPLES OF LIST BUILDING
1) Sourcing
→ use all relevant places to find potential clients & data (not only 1 database, use multiple)

2) Enriching
→ Enrich for all minimal required data so you are not excluding companies because you don't have the domain, or LinkedIn company page. (I like to use real-time APIs here & AI does an awesome job at searching the web here too).

3) Qualifying
→ Based on the enriched data, you can now go a layer deeper and enrich for specifics that indicate whether or not they are an ICP company. 

4) Segmenting
→ Stack signals, intent, triggers & different ICPs (some would call this "scoring")

5) Routing
→ Determine which lead you'll send to which campaign (I love to use Clay formula's for this)

2. Strategy

This is evolving continuously based on real time experiments and feedback. It covers who you are for (AND NOT FOR!), which problems you solve & why that matters to your buyers (if you can explain it better than they can, you are winnning). 

This comes down to campaign management:

- choosing your evergreen campaigns

- your always on campaigns

- your seasonal campaigns

- your signal-led campaigns



3. Infrastructure

The architecture behind it all. Covers all the systems to execute on the process. 

- Lead management & follow-up

- Automatic workflows in your CRM

- Extract relevant info from sales calls, replies, etc. and feeding it into your knowledge hub

- Automatic task creations

Over the next 5 weeks, I will break down in-depth systems to cover all these areas. 

Subscribe to my newsletter (link in comments) to be the first to receive them.

Most outbound teams are stuck in an endless loop 🔁

Building lists. Testing campaigns. Nothing sticks. Deliverability tanks. Repeat.

Here's what 1500+ campaigns taught me about sustainable outbound:
Stop thinking about "campaigns" and start thinking in buckets.

1️⃣ Evergreen Campaigns (Every 3-6 months)
↳Your predictable plays. 
・First-degree connections. 
・Event targeting. 
・Closed-lost revamps. 
・Pain-based messaging. 

⟹These work because they tap into recurring patterns.

2️⃣ Always-On Campaigns (Set and forget)
↳Automate the obvious. 

・Profile viewers. 
・Post engagers. 
・Competitor followers. 
・Website visitors. 
・Pricing page views. 

⟹Low maintenance, steady results.

3️⃣ Signal-Led Campaigns (Your experiments)
↳The LinkedIn darlings everyone talks about. 

・Custom research. 
・Deep personalization. 
・Breakthrough potential. 

⟹ But here's the truth: they rarely keep working.

The mistake? Most teams live in signal-led chaos.

They over-engineer everything. 

They chase the next shiny tactic. 

They burn out building campaigns that die in 30 days.

The real ROI? It comes from boring, scalable, systematic approaches.

We've proven this across dozens of B2B companies. 

The simplest campaigns consistently outperform the complex ones.

But nobody wants to hear that building a foundation is sexier than chasing signals.

What's your current split? 

Are you running all three buckets or stuck in experimental hell?

I made a 10-minute in-depth video on this (linkedin comments). 

Steal my insights for free.

Why do most outbound agencies price based on contact volume?

(The answer reveals a fundamental misalignment with B2B success)

I've been reviewing agency proposals with founders all month, and I keep seeing the same pattern:

"We'll reach 5,000 contacts per month."

"We'll contact 10,000 people."

"Our premium package includes 20,000 outreach touches."

Here's what they think they're buying:

More contacts = more opportunities
Volume drives pipeline
Scale equals results

But here's the reality for most B2B SaaS companies:

Your TAM is 500-2,000 target accounts, not 20,000 contacts
Success means account penetration, not contact volume
Quality of targeting matters more than quantity of touches

When we audit clients' actual ICPs, we rarely find more than 1,000 ideal accounts to pursue.

Think about it: If you only have 1,000 target accounts, why would you pay for an agency to contact 10,000 people per month?

This creates two distinct approaches:

Volume Play (makes sense when):
▪️ You serve a horizontal market (like local printing services)
▪️ Your solution works for almost any company
▪️ Your TAM is genuinely massive
▪️ Broad outreach yields consistent conversion rates

Targeted Play (makes sense when):
▪️ You're building for a specific vertical or niche
▪️ Your ICP is tightly defined
▪️ You have limited high-value accounts
▪️ Personalization and account strategy matter

The misalignment happens when agencies sell volume pricing to companies that need targeted strategies.

Before you sign with any outbound agency in 2026, answer this question:
Do you have 10,000+ potential customers, or 1,000 target accounts?

Your answer should determine which agency you choose and how they should price their work.

Are you buying contact volume or account penetration?

2 weeks ago, I attended Tectonic in Wintercircus Ghent. 

Always great to be there whenever I'm in Belgium. Such a vibrant tech scene. 

Even though I usually don't like to smell the breath of VC money, I was super pleased to hear some awesome wisdom. 

Pieterjan Bouten said this:

"We like to give money to talented founders who know what to do, so we do what we do best (inject capital) and then get out of the way, so they can do what they do best (build the company)". 

It's paraphrased, but he basically said that what he learned during his time at Showpad is kind of obsolete in a way. 

The game evolves and changes, and therefore the advise you get from someone who did it years ago, might not be relevant at all. 

I thought this was worth sharing, because I see many founders and revenue leaders making these mistakes:

- following people who aren't in the trenches

- paying multiple 5 figures for advise that leads nowhere

- allowing others to create urgency and pressure in the organization instead of protecting the team & trusting the process 

- hiring expensive sales reps who sold for Microsoft or Salesforce but never took a company from 0 to 1 or 1 to 10 before 

And now with AI, the game is evolving SUPER fast. 

Imagine that we sometimes feel behind, let alone if you're not doing this every day... 

TL;DR: be careful with who you take advice from, and don't let FOMO eat you up inside.

Focus on getting your basics right first. 

Let me know if you want to talk about real-time and effective revenue systems that generate and convert pipeline in 2025.

Here's how I build lead lists programmatically. 

(after spending 7+ years, I am close to perfecting the perfect system). 

1. Start with accounts. Go to Clay (https://lnkd.in/ep8Dhw-m) and create a workbook. Call it “ACCOUNTS” 

2. Pull in companies using their find companies. They have AI filters that you can use to get more afcurate results.

3. Enrich for qualification criteria & double check info like industry, company activity etc where necessary. First use formula’s, only then use AI (one task per column). 

4. Once you have all criteria, you can filter for ICP accounts. 

5. Write those to another workbook, call it ICP accounts. (Congrats you now mapped your ICP accounts and have something 90% of companies don’t have). 

6. Repeat this process for leads, start by finding leads in sales nav with the same filters you used for your account search. It's better to scrape broadly (use Icypeas to export without getting your linkedin banned). 

8. Use formula’s to filter out irrelevant titles.

9. Enrich for account info (company ID or domain) 

10. Lookup in ICP accounts table. Also lookup from ICP accounts table to leads to see how many leads you are still missing (across accounts). 

11. Now look for extra leads using Icypeas database, apollo & enrich the leads with real time linkedin APIs to check accuracy 

12. Enrich for qualification criteria per persona

13. Segment per persona

14. Push them to a new table, name it ICP Leads. (Again congrats, something 99% of companies don’t have)

15. You can now build signals, triggers, intent on top of them

16. You can now segment for different campaigns

17. You now know what you’re working with in terms of market cap and can draft a campaign strategy that is actually sustainable. 

This is how you avoid building lists for campaigns, how you free up your sales team to focus on selling instead of admin & how you become independent of obsolete databases.

"Most sales leaders don't interview their customers—and that's why their outbound engine fails."

This brilliant insight from Mafalda Johannsen should make you rethink how you build your outbound foundations.

Marketing teams interview customers for case studies. 

Product teams interview them for feature requests. 

But sales leaders? Crickets.

Mafalda explained that before obsessing over cold email copy or video prospecting, you need to answer three critical questions through customer interviews:

1️⃣ When did they buy? What was the trigger event that created urgency?

2️⃣ Why you vs. competition? What made your solution the clear choice?

3️⃣ What situation were they in? Context reveals targeting opportunities

"If you don't know what's important to your customers, how do you know what to say on a cold call?" she shared.

This is how you build strong hypotheses instead of guessing.

The companies seeing breakthrough results from this approach:
👉 Find lookalike accounts in similar situations with similar triggers

👉 Hook prospects with the same reasons that made existing customers buy

👉 Speak their language because you know exactly what resonates

Stop building outbound campaigns on assumptions. Start building them on customer intelligence.

Are you interviewing your customers before launching outbound campaigns?
(We both know you're not)

Full episode in comments 🎙️

Your AI agents when Cloudflare decided to take a break today.

Every early-stage founder makes the same mistake.

They assume why they built it is why the market needs it.

I learned this the hard way in 2019.

I was selling sales conversation AI before AI was cool.
My assumption: "Reps spend too much time on admin."
Reality: They weren't doing admin at all.

The real problem? They forgot 90% of what happened in their calls.

It took me 3-6 months and my first 10 customers to figure this out.

Here's what that taught me about GTM:

1. Your hypothesis is probably wrong
2. The market will tell you, but you have to listen
3. Outbound is the fastest way to validate (you control who you talk to)
4. Don't scale before you've validated

That lesson became the foundation of everything we do at Outbound Catalyst.

Design → Validate → Scale

What's a GTM assumption you had to unlearn?

"If I'm sending let's say 10 emails today, I'll be lucky to get one reply back."

This pivotal insight from Frank Sondors 🥓 (Salesforge 🔥 and a bunch of other forges) on today's Revenue Systems Decoded podcast stopped me in my tracks.

The fundamental issue isn't bad leads; it’s channel fatigue. Our audience knows everything is automated, even when it’s disguised. They are savvy, which means we must pivot where we engage them.

Frank explained that the path to higher engagement is about radical channel iteration:

• Identify the channels that are completely saturated (like many outbound emails).

• Find where your target customer actually does business (e.g., WhatsApp in many European markets).

• Switching channels can drive up to 10x more replies by meeting the customer where they are.

"People are not stupid; they’re very savvy," he shared.

The companies seeing the best results prioritize collaboration over pure automation:

Mobile Enrichment: Integrating mobile number enrichment into the sign-up flow.

Hub-and-Spoke: Pushing all non-email replies (e.g., WhatsApp) immediately back into a collaborative hub (like Slack).

Decentralized Response: Enabling any human team member to reply from the hub, making the interaction fast, authentic, and scalable.

Is your team still reliant on email, or have you found your 10x channel?

Full episode with Frank Sonders in the comments. 

p.s. know anyone who should be a guest on our podcast? Tag them below or send me a DM.

Outbound isn't dead.

Bad outbound is dead.

Here's the difference:

❌ Bad outbound:
- Spray and pray
- Same message to everyone
- "Hope you're doing well"
- Pitch on first touch
- Activity metrics over results

✅ Good outbound:
- Research before reaching out
- Segmented by intent, not just title
- Lead with insight, not pitch
- Multi-touch, multi-channel
- Obsessed with positive reply rate

The companies saying "outbound doesn't work" are doing bad outbound.

The companies crushing it? They treat outbound like science.

Test hypotheses.
Validate with real buyers.
Scale what works.

Outbound isn't just a channel.

It's your controlled laboratory for testing before you scale everywhere else.

Which type of outbound are you doing?

Personio

As Director of International, I'm cross-functional responsible for all our Revenue operations within UKI, Nordics, Benelux, Spain and our Rest of World teams. Within this operation we are working with 75+ talented professional (Marketing, Sales Development, Account Executives, Partnership Managers, Solution Engineers, Implementation Managers, Customer Success Managers, Account Managers and Support) to serve our thousands of International customers to enable their businesses so they can focus on the HR they signed up for.

Director of International 🇪🇺

As Head of Benelux, I'm cross-functional responsible for the Benelux Revenue operations within Personio. Within the Benelux we are working with 35+ talented professional (Marketing, Sales Development, Account Executives, Implementation Managers, Customer Success Managers, Growth Managers and Support) to serve our hundreds of Benelux customers to enable their businesses so they can focus on what matters most: their PEOPLE.

Head of Benelux 🇳🇱🇧🇪🇱🇺

GTM OS

Co-Founder

Pavilion

I represent a group of 150 wonderfully talented Revenue Executives from some of the fastest-growing companies in the Netherlands, Belgium and Luxembourg. Together, we have a confidential and dependable space to share best practices, strategize, and problem-solve with peers.

I'm fortunate to co-lead this chapter with our founding father André Bressel and the amazing Greg Higgens & Brendon Montgomery.

Co-Lead Chapter Amsterdam

Pavilion (formerly Revenue Collective) was founded in 2016 as a support network for revenue leaders. Since opening our first chapter in New York City, we’ve grown into an international center providing peer-to-peer connection, training and development, and career resources for all high-growth professionals. We’re always imagining new ways to help current and future leaders unlock and achieve their professional potential. 

For more information about Pavilion or to become a member of one of our worldwide chapters, visit joinpavilion.com.

Member, Chapter Amsterdam

trumpet 🎺

Async selling isn’t theory for me. It’s how my teams sell.
And Trumpet makes it scalable.

If you're serious about closing deals faster, keeping control, and creating a buying experience that matches how people actually make decisions…

Your team needs a Digital Sales Room. A single place where deals move forward.

Want a behind-the-scenes look at how we use Trumpet in real deals?

DM me “Trumpet” I’ll walk you through exactly how we use it.

Brand Ambassador

Winning by Design

The Winning by Design Ambassador Program is a tight knit community of like-minded GTM leaders, who embrace scientific, sustainable revenue growth at SaaS & Technology businesses.

Interested joining the team?

👉 https://winningbydesign.com/ambassador-program

Ambassador

MessageBird

As Head of Sales - 24sessions, I managed the video revenue amongst our New Business (new logo), Account Management (net expansion) and Strategic Partner Channel team (channel revenue). Acquired by MessageBird in February, 2021

Head of Sales & Strategic Partnerships 24sessions

Teamleader CRM

As Country Manager I managed the Dutch Marketing, Sales, and Customer Success team (16 FTE).

✔️ Country Strategy
✔️ Managing P&L
✔️ Budget and Forecast
✔️ Hiring & Recruitment
✔️ Lead Generation 
✔️ Sales Channel development
✔️ Operational structure & process

Country Manager NL 🇳🇱

Managing and coaching our local sales teams Ghent, Amsterdam, Berlin, Madrid, Milan, and Paris (45 FTE).
 
✔️ Sales Strategy & Processes 
✔️ Sales Onboarding Bootcamp
✔️ Sales Playbooks & Content
✔️ Sales Training & Coaching 
✔️ Sales Forecasting & Benchmarking
✔️ Peer2Peer Social Learning

Sales Coach & Operations Manager

In the period of 6 months, I have been responsible for creating, implementing, and executing the sales structure, processes, training, and coaching programs for our 45 sales reps in 6 European countries. As Project Manager, I worked very closely with Project Owner Sjoerd Göddeke to successfully implement the Sales Design, Training, and Coaching framework of Winning By Design into our customer-centric sales teams in our Amsterdam, Berlin, Ghent, Madrid, Milan, and Paris offices.

Sales Enablement Project: Winning By Design

Account Executive

WeHandcraft

WeOrder is based on a B2B Transaction Platform & ERP solution to help grow your retail chain or wholesale business. We assist SME businesses doing efficient and better administration. Our online platform makes ordering between you and your customer easy, convenient and effective. No more Excel or handwritten sales or purchase orders or transactions. *Acquired by Blue-Donut.com*

Co-Founder / Business Development

Sweebr (Acquired)

In 2012, Sweebr (founded in Haarlem, the Netherlands) was the first ever software company that provided HTML5 POS-software, offering retailers a solution that is truly independent of POS hardware. Sweebr aimed to liberate retailers from the chains of many of their current POS-providers by having information flow easily between applications. Focusing on smaller retailers in the early days, mid-market retailers were increasingly asking for the same agile, hardware-, OS- and channel-independent solutions. *Acquired by Countr POS*

Happy Customer Scout

Stam-Aardappelen

At Stam I have been responsible for implementing and maintaining Food Safety Procedures according the BRC Global Standard. Five years in a row rewarded with a A status. Next I was responsible for implementing and maintaining SAP Business One ERP system. 

About Stam.
Stam Potatoes is a family-owned wholesale company specialized in delivering high quality potatoes and onions for a wide variety of clients such as supermarkt chains, food wholesalers, restaurants, and more.

BRC Global Standard for Food Safety, SAP Business One Implementation

Preparing for the future by innovation and focusing on efficiency. Implemented new ERP software, fresh new Stam identity, and a focus on the latest Food Safety Global Standard.

Project Efficiency & Professionalism

Head of Benelux @Personio | Unlock the Power of Your People

Over the past 12 years in SaaS, I’ve seen firsthand where most Founders and Revenue leaders fail: 

- No structured Go-To-Market strategy → Running multiple GTM motions at once. Growth stalls, especially beyond the home market.
- No consistent sales process → Relying on individual performance instead of repeatable systems. No scalable growth engine.
- No clear revenue insights → Looking at blended metrics instead of pinpointing what drives conversions. Low rep productivity, declining ARR per FTE.

I get it. Day-to-day operations take over, and revenue inefficiencies stack up.

The bad news? You’re responsible for fixing it.

The good news? I can help you and your SaaS business.

How I help B2B SaaS teams ($5M-$25M ARR) scale faster:

- GTM & Sales Strategy – Structuring inbound, outbound, and partner strategies across SMB, Mid-Market, and Enterprise.
- Sales Process Optimization – Improving conversion rates and reducing reliance on top performers.
- Playbooks & Execution – Building structured systems, coaching frameworks, and checklists for consistent revenue growth.
- High-Performing Teams – Hiring, developing, and structuring commercial teams with clear accountability.

Results I’ve helped drive:

→ Increased sales team efficiency by 2X through scalable sales team structuring and skill development frameworks.

→ Improved win rates to 25% by implementing structured tactical and operational Go-To-Market tactics.

→ Built GTM playbooks that accelerated ARR growth for early-stage and scaling SaaS companies to $10M ARR.

How we can work together: 

1. Coaching & Advisory – Hands-on support to build a scalable sales engine.
2. On-Demand Sessions – Solving your biggest sales execution challenges.
3. GTM Playbooks & Frameworks – Proven templates for predictable growth.

Scaling isn’t about luck. It’s about building the right systems.

What’s blocking your revenue growth today? Let’s fix it.

DM me and let’s chat.

Koen Stam

If AI isn’t in your GTM strategy, you don’t have a GTM strategy.

The GTM leaders winning today aren’t just executing playbooks. They’re shaping how AI transforms customer acquisition, sales, and revenue operations.

Most GTM leaders treat AI as a side project. But in today’s fast-evolving landscape, your grasp of AI isn’t just a personal advantage, it’s a competitive moat.

The power of AI-driven GTM leadership:

1. Credibility and market authority
 
Customers and peers trust leaders who understand the next wave of change. Sharing AI insights positions you as a forward thinker shaping the future of revenue growth.

2. Talent magnetism and team evolution
 
The best talent wants to work with leaders who stay ahead of the curve. Showing your AI expertise signals to top performers that you’re building for the future, not clinging to the past.

3. Pipeline acceleration and operational leverage
 
AI isn’t just tech, it’s leverage. Smart use of AI tools and strategy can shorten sales cycles, personalize engagement at scale, and open new market opportunities.

How to get started:
• Go from “reading about AI” to “testing AI”: share what you learn along the way.
• Engage with other AI-in-GTM voices: collaboration accelerates your learning curve.
• Tie AI insights back to GTM outcomes: revenue, efficiency, and market positioning.

A GTM leader’s AI fluency isn’t optional; tt’s a strategic advantage. The best GTM leaders don’t just run teams, they shape conversations, influence industries, and unlock new growth levers.

If you want to learn fast, learn from the top voices already leading the AI-in-GTM conversation (not in particular order) 👇

 1. Dharmesh Shah 
 2. Yamini Rangan 
 3. Jacco van der Kooij 
 4. Saanya Ojha 
 5. Jason M. Lemkin 
 
 6. Liza Adams 
 7. Aaron Levie 
 8. Kyle Poyar 
 9. Kieran Flanagan 
10. Maja Voje 
 
11. Kevin "KD" Dorsey 
12. Kyle Norton 
13. Santosh Sharan 
14. Jordan Crawford 
15. Jonathan Moss 
 
16. Jonathan M K. 
17. Greg Isenberg 
18. Allie K. Miller 
19. Sam Jacobs 
20. Jake Dunlap 

Who would you add?

Leading International @Personio | Building community @Pavilion | Architecting Growth @Winning By Design | Showing revenue teams what’s next @GTM OS

This week I spoke with two founders. Both under €3M ARR. Both ready to hire SDRs and AEs.
My advice was simple: don’t.

In 2026, GTM doesn’t start with sales. It starts with creators.

Yamini Rangan, CEO of HubSpot, said it best:
“The salesperson of the future isn’t just a seller. They’re a creator and a builder.”

She’s right.

If you can’t build demand yourself, no sales hire will save you.

The 2020 GTM playbook is over.
At the early stage, your first hires should build momentum, not chase quotas.

I’ve seen the same pattern for more than a decade. Teams start by hiring closers, then spend the next year fixing the story those closers are trying to sell.

In 2026 the winners are the ones who figure out message and motion before they scale headcount.

Here are 4 of the 7 tactics top GTM operators use to become builder-creators:

1/ Narrative-market fit before product-market fit

If your story doesn’t resonate, no feature will fix it.
Validate your message with 10 to 20 founder-led ICP calls every week.
When buyers start repeating your words back to you, you’ve got pull.

2/ Founder-led marketing as the primary channel

Until €5M ARR, the founder is the brand.
Publish three times a week. Share what you learn from real customer calls.
Treat it like prospecting. Because it is.

3/ Outbound as message testing, not volume

Stop blasting 500 messages to prove effort.
Send 50 insight-driven ones to test what really lands.
Outbound is your best lab for clarity.

4/ Proof loops and trust compounding
Capture customer wins as content.
Turn every success into a short story, clip, or quote.
Proof builds faster than promises, and it compounds every time you share it.

The other three tactics go deeper into educational outbound, continuous narrative feedback, and how to operationalize founder-led growth.

I’ve compiled all seven in my GTM OS archive with 10,000+ real GTM signals from 100+ operators.
It shows exactly how founders turn early clarity into predictable growth.
Link in comments.

Founders who learn to create signal before they scale people will move faster than the rest.

Who are you hiring first: creators or closers?

Most sellers think they close deals.
They don’t.
Their buyers do.
Your job is to make sure they know how.

Most buyers today are first-time buyers.
They have never bought your category before.
Or never done it inside their current company.

That’s risky.

Because when your buyer lacks experience, your job isn’t to close.
It’s to guide.

That’s where your Mutual Action Plan (MAP) matters.
It’s not a document.
It’s a confidence plan for your buyer.

A great MAP helps them win internally.
It gives them the arguments, the business case, and the timing to align every stakeholder.

That’s real buyer enablement.

5 Foundational MAP Tactics ↓

For teams introducing MAPs for the first time

1/ Introduce the MAP early

Do it right after mutual interest is confirmed.
Say, “To stay aligned on what success looks like, let’s build a simple action plan together.”
Keep it short: 6 to 8 steps to go live.
Use Google Sheets or Notion. The tool doesn’t matter.
Ask the buyer to add their own milestones and dates.

Why it works: buyers take ownership early. You move from project manager to partner.

2/ Co-own it with the buyer

A MAP filled out alone is just another internal doc.
Build it live during a call.
Ask what success looks like, what internal steps exist, and who owns them.
After the call, send it back and say, “I added what we discussed. Adjust anything that doesn’t fit your process.”

Why it works: buyer contribution equals buy-in. Engagement becomes a qualification signal.

3/ Keep it simple and outcome-based

Early MAPs fail when they become admin work.
Use three columns: Milestone | Owner | Target Date.
Make milestones sound like buyer outcomes, not sales tasks.
For example:

“Send proposal” becomes “Align on ROI and next-step approval.”

“Demo complete” becomes “Validate fit with key users.”
Limit it to eight milestones max.

Why it works: simplicity keeps it alive. Buyers will actually use it.

4/ Review and update it every call

MAPs die when ignored.
Start each meeting with, “Let’s check where we are on the plan.”
Spend two minutes updating milestones.
Highlight blockers or delays.
If the buyer stops engaging, that’s your first risk signal.

Why it works: steady rhythm creates accountability and momentum on both sides.

5/ Anchor the MAP to a real buyer deadline

MAPs without real urgency drift forever.
Ask early, “What’s driving your timing?”
Budget renewals, implementation windows, or internal go-lives all count.
Put that date at the top of the MAP.
Work backward from it and reconfirm when timelines change.

Why it works: you stop pushing deals and start co-managing a shared project with a clear finish line.

When buyers trust your process, they sell for you.
When they don’t, deals stall.

You’re not selling anymore.
You’re enabling them to buy.

Are you already working with Mutual Action Plans?


PS. If you want to start introducing MAP, consider trumpet 🎺.

More revenue leaders need to say it out loud: customer success generates more revenue than new logos ever will.

We’ve spent years glorifying acquisition, chasing the next logo and the next pipeline win. But the real test of leadership in 2026 isn’t how fast you can add customers. It’s how deeply you can serve the ones who already chose you.

When the tide of easy growth goes out, retention is the foundation that keeps you standing.

New revenue is only a fraction of what sustains a company. The real engine is the customers who stay, and the people who show up every day to help them succeed.

If you want recurring revenue, create recurring impact. That impact doesn’t come from product alone. With so many alternatives on the market, it’s your people, your customer success teams, who turn commitment into loyalty.

The best companies already know this.
Retention isn’t a metric. It’s a mindset.
Customer success isn’t a cost center. It’s a growth engine.

When you invest in your customers, they invest back.

At Personio, I have the privilege of working with an incredible customer success and account management team led by Alba, together with regional leaders Felipe, Alvaro, and Julia. Their teams build trust with customers every day, across regions and industries. And we’re looking for the next CSM to join our international team. Someone ready to help us deepen those relationships even further.

If that sounds like you, or someone you know, let’s talk.

(Senior) Customer Success Manager Benelux (d/f/m)  

I upgraded my best performing GPT who was used over 5,000 times in the last 2 years. 

My best GTM mentors don’t know me. 
They write LinkedIn posts.
They host podcasts.

3+ years ago, I stopped consuming content randomly.

I started archiving LinkedIn posts and podcasts with structure, intent, and prompts.

Instead of scrolling endlessly or multitasking through episodes and posts, I built GTM Podcast & LinkedIn libraries:

• 25+ podcast shows
• 100+ GTM operators
• 1,250+ podcast episodes
• 1,000+ hours of GTM learnings
• 10,000+ tactical LinkedIn posts
• Analysed for GTM micro-learnings
• Connected to AI for direct GTM advice 

Why? Because GTM education isn’t something I leave to chance.

I learn from the best: founders, CROs, operators, investors while walking, traveling, or doing deep work.

And I don’t just listen. I study. I learn. 
And I apply those learnings in my day2day.

Here’s how I turn content into action:

• I tag each piece of content by topic, from strategic to operational.
• I summarize key takeaways and highlight playbook-worthy ideas.
• I prompt those insights into AI to speed up application.

Some of the podcasts I return to over and over:

 1. Topline – Asad Zaman,AJ Bruno & Sam Jacobs 
 2. The Revenue Leadership Podcast – Kyle Norton 
 3. The Revenue Formula – Toni Hohlbein 
 4. 30 Minutes to President's Club – Armand Farrokh, Nick Cegelski, Mark Kosoglow 
 5. Collin Cadmus Podcast – Collin Mitchell 
 6. Exit Five – Dave Gerhardt 
 7. Outbound Squad – Jason Bay 
 8. Make it happen - John Barrows 
 9. GTMnow - Sophie Buonassisi 
10. And many more GTM podcasts

The signal is out there. You just need to structure it.
We have been doing just that for the last 3+ years.

Every one of those posts and episodes on GTM topics have been:

1. Archived in a Notion database.
2. Analyzed with Notion AI in micro-learnings
3. Indexed with a Pinecone vector database
4. Connected to the OpenAI API
5. And turned into a GTM revenue assistant

You can now voice prompt your biggest revenue challenge and get solutions pulled from the best minds in the game.

If you're curious to test it, subscribe to koenstam [dot] substack [com] to gain direct access. 

(Voice) prompt your way to better GTM advice.

Yesterday I joined The Revenue Formula podcast to reflect on what it really takes to win in 2026.
It turns out, it’s not about doing more.
It’s about doing better.

Everywhere I look, teams are planning next year around new channels, new plays, new tools.
But sometimes the biggest unlock isn’t something new.
It’s something we already built.

Our existing programs, channels, and systems often hold more potential than we realize.
The challenge is that we keep adding instead of improving.

I’ve seen it happen across markets and teams.
Inbound slows.
Outbound drags.
CAC rises.
And our instinct is to add more.
More people, more tools, more ideas.

But more doesn’t make things clearer.
Better does.

Yesterday, Toni and I talked about the five plays that consistently help teams improve what already works:

• Async selling – adding value between meetings, not just during them.
• Ecosystem-led growth – building with partners, communities, and events.
• Cross-functional GTM – one buyer journey, one team.
• Process over people – clarity before headcount.
• Retention and reward – growing around those who already deliver.

None of this is theory.
It’s what I’ve seen work again and again.

As we plan for 2026, maybe the question isn’t “what should we add?”
Maybe it’s “what could we do better?”

Because growth rarely comes from doing more.
It comes from doing better.

Last week at SaaS Summit Benelux, one question kept coming up:
“How do we grow in 2026 with the same or smaller budget?”

Everyone’s instinct was the same: do more.
More pipeline. More SDRs. More campaigns.

But the best operators I know are asking a different question.
Where can we do better before we do more?

Because growth doesn’t stop when markets slow down.
It stops when your GTM system leaks efficiency.

Inside GTM OS, we’ve identified 7 tactics by proven GTM experts every team can use to scale smarter:

1) Signal-based GTM: Focus only on in-market accounts that are ready to buy.

2) ICP discipline: Cut to your real customer base and double down.

3) Unified efficiency dashboards: Connect GTM, Ops, and Finance around one truth.

4) Process-led GTM: Build scalable systems before adding headcount.

5) Retention and expansion: Treat your customer base as your primary growth motion.

6) AI-native workflows: Turn data and context into daily leverage for reps.

7) Continuous governance: Review, measure, and optimize efficiency like financial health.

Doing better is not glamorous.
It’s alignment, rhythm, and iteration.
The kind of work that doesn’t make headlines but shows up in revenue.

If you’re planning for 2026, start here:
Don’t add until you optimize.
Don’t expand until you prove.
Don’t hire until your process scales itself.

The next wave of SaaS growth will come from doing better, not doing more.

This post is part of GTM OS Weekly #46: 7 Strategies to Execute GTM by Doing Better.

Join GTM OS to access 100+ playbooks, 25+ revenue assistants, and AI workflows built for efficient growth.

#46-How Top GTM Teams Execute Better, Not More  in 2026

Most people think AI means adding new tools.
That’s exactly why their AI projects fail.

The real advantage?
Using AI to amplify the tools you already have.

Before you chase another fancy pilot, ask yourself:

• Where are the real gaps in your customer journey?
• Where is your data clean enough to actually make AI useful?
  
That’s where the leverage lives.

This came up when Tony Holbein invited me on The Revenue Formula.
We spent the whole episode cutting through the AI noise and focusing on what really drives pipeline.

We’ve been using digital sales rooms for years.
When AI started blending into them, something changed.

In trumpet 🎺, the system now acts like a CRO in your pocket: tracking who’s engaged, what’s missing, and what to send next.
Pair it with Gong, and suddenly you’re getting smarter on every call without adding another tool to your stack.

Your CFO doesn’t want another subscription.
They want proof your current stack is working harder.

So before buying something new, check what you already own.
Because the best teams aren’t adding, they’re optimizing.

That’s how AI stops being hype and starts driving pipeline.

How are you using AI in your current tech stack?

I made this 1 critical mistake as a GTM leader.

Here is what I learned since.

I made a big mistake as a GTM leader when I thought I could transfer my winning GTM programs to a new leadership role seamlessly. I soon realized that not all GTM strategies are created equal:

• Inbound ≠ Outbound.
• SMB ≠ Enterprise selling.
• 10K ACV ≠ 1M ACV sales cycle.
• Series A startup ≠ Series E scaleup.
• Full-cycle AEs ≠ SDRs and AEs model.

However, there are 5 traits I've consistently seen in successfully executed GTM programs:

1. 𝗠𝗮𝗿𝗸𝗲𝘁 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴: Continually optimize processes with quantitative win/loss analysis and qualitative customer insights. It's all about the right mix.

2. 𝗜𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁𝘀: Keep iterating your GTM execution; there are no silver bullet solutions. Incremental improvements compound over time.

3. 𝗗𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗠𝗮𝗸𝗶𝗻𝗴: Base improvements on solid data and analysis by RevOps. Don’t fall into the trap of doing it all yourself. Focus on execution and leave data analysis to experts.

4. 𝗖𝗿𝗼𝘀𝘀-𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Align with all relevant internal stakeholders for your business plans, but mainly focus on your direct team.

5. 𝗨𝘀𝗲-𝗰𝗮𝘀𝗲 & 𝗝𝗼𝗯𝘀 𝗧𝗼 𝗕𝗲 𝗗𝗼𝗻𝗲 𝗳𝗼𝗰𝘂𝘀𝗲𝗱: Invest in ongoing coaching and training of your team on relevant use-cases and customers’ Jobs To Be Done. Your team needs to understand the market, challenges, and personas.

The latter is especially underestimated. 
You shouldn’t build your GTM team around a Superstar culture. You need a Science culture.

The difference?

Superstars focus on people.
Science focuses on processes.

Ask yourself, are you fixing a people or a process problem? I am convinced you can be successful in any GTM program if you focus on building a Science Culture over a Superstar Culture.

Build your fundamentals in this order:
1. Processes.
2. Technology.
3. Enablement.
4. Skills.
5. Team.

Improvement and iteration of each process within your GTM program is crucial. It isn’t static but a dynamic process.

Do you believe in superstars or science in GTM?

Every founder says they need more pipeline.
None of them realize they are the missing pipeline.

Most founders still think posting on LinkedIn is a distraction.
But look around: Adam Robinson, Yamini Rangan, Sam Jacobs, Irina Novoselsky, Gal Aga.
Their content doesn’t just build audience. It builds pipeline.

Last year during Pavilion GTM2024, Adam Robinson said:

“The ability to create world-class organic social content… then amplify it with ad spend… is the fastest, most efficient, and highest leverage way to grow a startup that has ever existed.”

He’s right.
I’ve archived and studied 15 CEO creators. Together, they’ve built audiences of over 1.1M followers.
Each post is a micro-learning in modern GTM: credibility, clarity, and demand creation in motion.

This year, I’ve published 300+ posts in 300+ days.
Not one written by me.
All co-created with my Content Architect, my AI partner in crime.

It listens to my voice notes, identifies the angle, chooses the tone, builds the hook, and we refine together.
It doesn’t replace my voice.
It amplifies it.

This is what Founder-Led GTM looks like in 2025:

• Authentic founder voice → credibility
• AI workflow → consistency
• Personal content → inbound demand

Ignore it, and you’re leaving money, talent, and influence on the table.

How to start your Founder-Led GTM motion tomorrow:

1. Capture, don’t craft. Record one 5-minute voice note about what you learned this week. Raw is perfect.
2. Turn thoughts into angles. Ask: what does this teach my ideal buyer? What pain does it solve?
3. Publish with purpose. Use AI to help with clarity, not personality. Keep your tone human, your insights sharp, and your cadence consistent.

Tomorrow’s newsletter breaks down the full Founder-Led GTM Operating System and how to turn your voice into pipeline.

Subscribe if you’re ready to lead with your voice.

Six months ago, our GTM team at Personio started experimenting with AI. Today, it shapes how we plan, sell, and serve customers. What began as a company-wide experiment became a step-by-step playbook for AI transformation in GTM.

When our CEO, Hanno, launched “AI Surge Week,” every team at Personio got access to LLMs to build and test ideas.
Adoption rose fast, but real transformation required more than enthusiasm.

We learned that becoming an AI-powered GTM requires structure, ownership, and habit.

Here are five lessons you can use to build your own AI-powered GTM.

1/ Make it a leadership motion

AI transformation succeeds when leaders create the space for it.
Free people’s time to redesign workflows, dedicate budget for experiments, and decide which tools to back.

Try this: pick one key workflow this quarter and give a small team full support to rebuild it with AI.

2/ Build a cross-functional GTM team

Our working group includes data and systems, RevOps, GTM engineers, and business leads.
This mix of technical skill and business context turns ideas into scalable workflows.

Try this: assign one person from each function to identify where AI can remove friction or improve decisions.

3/ Prioritize with clear frameworks

We use Jobs-to-Be-Done to find time drains across roles and Customer Journey Mapping to link those tasks to growth impact.

Try this: shadow one sales or success rep for a day and list every repetitive task that AI could automate or simplify.

4/ Build a culture of AI

Adoption happens when people are curious and safe to experiment.
We lead by example, showcase internal wins, and celebrate them company-wide.

Try this: share one small AI win each week in your team Slack or all-hands.

5/ Combine your stack with your context

Great AI depends on your data quality and internal knowledge.
We started with existing tools like Salesforce, Gong, and Snowflake, then trained models on Personio-specific content.

Try this: before adding new tools, clean your CRM and centralize your customer data.

AI transformation is not a tech project.
It is an operating shift that compounds over time.

Which part of your revenue engine is ready for AI transformation next quarter?

I used to think consistency was about discipline. Now I see it’s about identity.

Almost three years ago, I made a simple promise to myself.
To show up. To share what I was learning. To write it down, even when it wasn’t perfect.

What started as a few scattered posts became a rhythm.
Then a habit.
Then a way of thinking.

I didn’t start posting to grow my brand. I started posting to grow as a person.
Every time I wrote something, I understood my work, my values, and my community a little better.

Some posts resonated. Some didn’t.
That’s fine. Not everyone is supposed to find value in what you share. That’s what makes it real.

But over time, something unexpected happened.
People I’d never met started showing up in conversations.
Colleagues became collaborators.
Readers became friends.
And slowly, credibility turned into connection.

That’s the power of sharing over gaining.
It’s how communities are built.
One story, one post, one act of generosity at a time.

After more than a thousand posts, I’ve learned that consistency isn’t a task list.
It’s identity.
It’s who you become when you decide to keep showing up.

If I can help one person with one post, that’s success.

So if you’ve been waiting for the perfect idea or the right moment, here’s my advice:
Start now.
Not to grow your brand, but to grow yourself.

What’s your reason for being active on LinkedIn?

taplio

The Battle

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Koen Stam

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The Battle

Olivier 🔎 Tytgat

Koen Stam

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