Building the revenue architecture of forward-thinking companies (YC S23) - Growth 🚀

Experienced T-shaped Revenue Maker, I have been delighted to work from B2C to B2B companies, from inbound to outbound strategies, from growth marketing to sales enablement ...  always in a single goal of generating more revenue.

Intent Strategies featured in Usergems & Lonescale 🚀🚀

https://www.usergems.com/blog/champion-tracking-setup-guide
https://www.usergems.com/blog/how-to-implement-new-hire-sales-trigger
https://www.lonescale.com/articles/how-to-implement-job-offers-trigger

Passionate about learnings new things (aka lifelong student) 📚 - Working every day on elevating my IQ, EQ & TQ.

Skillset:

- GROWTH 🚀
- Revops
- Sales
- Analytics
- Conversion Rate Optimization

 Personality: Dynamic, "challenger", at ease in contacts, coach

Maxence de Villepion 🧱

Finding the right people in an account is not a title problem.
It’s a context problem.

The “right stakeholder” changes with company size, industry, and how the team actually operates.

Yet most teams still do this:
• Search by job title
• Pull 10–20 contacts
• Enrich all of them
• Dump them into CRM
• Let reps figure it out

What happens?
Reps stop trusting the data. Not because it’s wrong, but because they still have to reopen LinkedIn to understand who these people are and why they matter.

You didn’t help sales. You just gave them more work.

The shift is simple:
Stop auto-enriching by title.
Start qualifying people by their buying context.

1. Pull all plausible stakeholders.
2. Score them on seniority, ownership, and proximity to the problem.
3. Only enrich the top 3–5 (=highest scores) stakeholders

Tested this with a customer recently. They had ~15 contacts at a target company.

Everyone assumed a few of them were obvious priorities.
The system surfaced someone they would not have prioritized.

They checked the profile and said: 
“AI just schooled me. This is actually the best person for us to talk to in this company.”

Not a different function.
Not a different level.
Just the right person.

Contact sourcing shouldn’t give reps more people. It should provide them with the right people, better context, and a clear path to the decision.

Maxence de Villepion  🧱

Co-founder at Cargo (YC S23) — Building the revenue architecture of forward-thinking companies 🚀

Most teams think Revops is dashboards, workflows, and closing tickets.

It's not. Revops is infrastructure.

The old model: A rep needs enrichment → opens a ticket → Revops builds a workflow → rep executes days later.

That gap is revenue latency.

The new model: Revops builds the centralized engine:

• data models
• enrichment logic
• signal detection
• trigger-based flows
• deduplication

But instead of making reps wait for tickets or workflows, revops exposes vetted capabilities as self-serve:

• Enrich a lead email & phone (Slack Agent)
• Generate personalized copy (Browser extension)
• Get instant account research (CRM button)
• Find the right contacts automatically (CRM action)
• Reply management directly in Slack (human-in-the-loop)

Reps self-serve execution. Revops controls the logic.

Even the best Revops teams can't beat self-serve. Because reps act when the signal is hot, not when you have time for requests that should be available immediately.

This is what "centralize the logic, distribute the execution" actually means.

Build the engine once. Expose capabilities everywhere.

👇 Article in comment👇

Most "new hire" outreach fails for a boring reason:
it says nothing useful.

By the time someone joins, most messages sound the same:
"Congrats on joining {{company}} from {{previous_company}}."

I wrote about new-hire triggers five years ago.
Back then, it worked.

Now?
Everyone does it and everyone gets ignored.

The problem isn't the signal. It's what people do with it.
The leverage comes earlier.

Job offer = context
New hire = timing

The job description tells you why the role exists, what's broken, what they're expected to fix.

The new-hire signal tells you when to reach out.

Example:
What everyone sends:
 "Congrats on joining Acme as VP of Sales!"

What top operators send:
"I saw you were hired to drive operational excellence in EMEA. I put together a short guide on what to automate first to unlock revenue efficiency. 
Figured it might be useful as you ramp.
[Link to a personalized Gamma deck / custom "First 90 Days" checklist]"

Same trigger.
Completely different approach.

The content is tailored to what they were hired to solve, not a generic "First 90 Days for Every VP of Sales," but a guide built for their exact mission.

The difference isn't personalization.
It's understanding the context behind the hire.

Signals aren't just about timing. They're about how informed you are when you reach out, and what you do with that context.

Akseli Matila

Driving Demand

Driving Demand is a community of 700+ European B2B marketers. I'm the host trying to bring more value for our members and also hosting the podcast

Community host

Advance B2B | Growth Marketing Agency

Helping B2B Tech companies grow better with strategic marketing and HubSpot services. If you want to chat - email me akseli@advanceb2b.fi

I'm Head of Sales and my role consists of being a team lead, building a sales strategy, sales and marketing alignment, sales enablement, but I also carry a personal quota.

Hey sellers - if you want to sell to me, please email. I'll promise to reply if your email subject line starts with "Pitch:" so I'll know you read all the way here. :)

Head Of Sales

Wudpecker

I was part of Wudpecker's early journey as a growth advisor. Exited at Series Seed as the team got VCs to help with growth. Interesting journey of a B2B SaaS company pivoting from a sales/marketing-led motion to a freemium model. Freemium was a very interesting journey that ultimately resulted in rapid user growth that attracted the VCs to invest.

Advisor

Axla Logistics

I did a stint developing Axla's sales and marketing processes to increase sales efficiency - from lead to deal to a loyal customer. This included setting up HubSpot myself, building and documenting lead and sales processes, building a Go To Market strategy, work on ICP, positioning, sales enablement and materials, etc.

To me, the most important thing is the customer-first mentality and how to make the entire customer experience better and easier.

Business Development Manager

Advance B2B

I worked in a mostly sales role at Advance B2B helping scaling B2B SaaS companies.

My responsibilities inclued:
➡️  Running a b2b online store for buying content marketing services. I was trying to find product-market fit = to identify the best way to get new customers and to make sure they become loyal customers. Project lasted H1 of 2021.
➡️  I was responsible for selling projects and anything HubSpot related. I got to experience the fantastic partner management of HubSpot and to learn the ropes of the platform too. 
➡️  I sold marketing retainers (50-200k € deals) to C-level or other top-level executives of B2B companies. My task was to identify good fit customers and disqualify the ones likely not a fit. After that we dived deeper into customers needs, goals and processes to understand where the growth bottlenecks are and how (and if) Advance B2B can help. I was also responsible for running the entire sales process internally, meaning making sure the team is aligned and we meet the deadlines. I was also responsible of closing the deals and negotiating details, sometimes including legal details too.
➡️  I was helping in developing and building the sales processes internally. One of my very last tasks was to document Advance B2B's sales process on selling HubSpot and try to make sure we keep the high closed-won rate% after my departure. This positioning, messaging, and sales playbook development lead to doubling our closed-won rate.

Sales and Growth

Liana Technologies

Liana is a B2B SaaS MarTech company, my responsibilities included Sales and Marketing collaboration and alignment. In this role I helped align sales and marketing functions, develop sales playbook and prospecting processes, sales enablement and materials, implement marketing automation tactics and planning customer journey messaging for activation and retention.

2020 personal results:
- Number 1 in new MRR sales globally 🥇
- Number 2 in total sales (MRR + projects) globally 🥈.

Sales and Marketing Manager

Responsible for agency partnerships and leading one of the sales teams. Our sales team had the highest % of quota achievement. Additionally I helped develop the sales process and sales playbook. I sold quite a lot personally, too!

Sales Manager

Helping clients and Liana's newcomers grow! Resposible for developing and growing Liana's partner network. Also a team lead and mentor for newcomers.

Partner Manager, Team Lead at Liana Technologies / Koodiviidakko Oy

Business Development Manager - New Business

Criteo

Responsible for the Finnish market but also helping Baltic clients.

Criteo Dynamic Retargeting helps you increase your online sales by targeting the customers who are most likely to purchase at your store. The ads are tailored by customer's interests so that they are most relevant for every individual. The precise product recommendations also improve customer experience.

Sales Manager Nordics

New Business Team - Digital Marketing and Communications solutions.
Providing solutions for every step of the customer journey, including marketing automation, email marketing, press release services and websites.

Account Manager Liana Technologies / Koodiviidakko Oy

Sales Development Manager Liana Technologies / Koodiviidakko Oy

Nokia

Production Worker

Fingrid Oyj

Summer Trainee

[On parental leave] b2b tech growth 🚀 | Head of Sales at Advance B2B, a marketing agency for growth-seeking B2B companies

What should I write here? Definitely no bragging. Or stuff in 3rd person (that's weird).

OK here it goes:

- I'm obsessed about marketing. My brain won't turn off.

- I want to help others grow. I work at a marketing agency that does so (help b2b companies grow).

- I like tech and especially B2B tech. SaaS businesses are so cool (well, to me at least).

- I like solving problems and being creative. And I like challenging people on their views.

- I'm trying to learn to be more efficient. And I try to focus better on only THE ONE THING that matters. But lots to learn still.

- I think AI will replace a lot of manual work and therefore increase efficiency of companies. Trying to learn more about it.

- Advising B2B startups is fun. And I'd like to do more of it.


---


(are you still supposed to list all your skills in the bio? Just in case, here they are)
My specialties include: Growth marketing, B2B SaaS, B2B tech, marketing and sales alignment, marketing and sales process development, HubSpot, marketing automation, CRM, customer experience management, email marketing

Helping B2B Tech companies grow better with strategic marketing and HubSpot services. If you want to chat - email me akseli@advanceb2b.fi

I'm Head of Sales and my role consists of being a team lead and I also carry a personal quota.

Hey sellers - if you want to sell to me, please email. I'll promise to reply if your email subject line starts with "Pitch:" so I'll know you read all the way here. :)

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