I have been lucky to be part of an amazing journey at Criteo, from 2015 to 2020. 

When I joined the EMEA commercial HQ in Barcelona in 2015, we were 50 people, generating 10M€ ARR. When I left in 2020, we grew the team to 1500+ people, generating +1B€ ARR. 

As the Founder of Atscale, I take pride in seeing for the past 6 years the impact we've had on the development and optimization of the revenue departments of 100+ best-in-class Scale-ups. Our team of operating partners and former Revenue Leaders brings IPO expertise to help these companies thrive.

I aim to build businesses that are profitable from Day-1. 

I invest in cutting-edge technology and Real Estate. 

Strategy, new business development and marketing communications are at the heart of my skills, enabling me to effectively support Companies in their expansion.

If you are interested in any of these topics, feel free to follow me or contact me directly.

In 2025, I directly generated €1.5M in revenue for my companies through warm introductions and referrals.

Just people introducing me to other people.
For years, I underestimated how powerful this truly is.

Here is what I’ve learned about why introductions drive so much business:

1️⃣ 𝗧𝗿𝘂𝘀𝘁 𝗶𝘀 𝘁𝗿𝗮𝗻𝘀𝗳𝗲𝗿𝗿𝗲𝗱 𝗶𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆
When someone you respect introduces you, you borrow their credibility.
You don’t start at zero, you start at 50%.
The conversation is different from the first minute.

2️⃣ 𝗬𝗼𝘂 𝘀𝗸𝗶𝗽 𝘁𝗵𝗲 𝗻𝗼𝗶𝘀𝗲
Cold outreach fights for attention, while introductions arrive with context.
“Pierre can help you structure your Revenue engine.”
That sentence changes everything.

3️⃣ 𝗧𝗵𝗲 𝘁𝗶𝗺𝗶𝗻𝗴 𝗶𝘀 𝘂𝘀𝘂𝗮𝗹𝗹𝘆 𝗯𝗲𝘁𝘁𝗲𝗿
Warm intros often happen when:
There is a real project
A pain has already been identified
Budget exists 
Urgency is real
You’re not creating awareness.
You’re entering an active discussion, so sales cycles are shorter. 

4️⃣ 𝗧𝗵𝗲 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗼𝗳 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗶𝘀 𝗵𝗶𝗴𝗵𝗲𝗿
Referrals tend to:
- Have clearer expectations
- Be better aligned with your ICP
- Close faster
- Lead to stronger long-term relationships
It’s not just about more deals.
It’s about better deals.

But here’s the important part:
Your network is not fixed. It’s not something you “have", and something you build constantly.

And it requires deliberate effort:
Reaching out without asking for anything, making introductions yourself, sharing opportunities, showing up consistently, staying in touch even when there is no immediate upside. 

Too many people think networking is opportunistic, but in reality, it’s long-term compounding.

The €1.5M didn’t come from one big contact.
It came from years of conversations, value exchanges, and trust built slowly.

Pierre Trannoy

Founder @Atscale Group | Sales Excellence, Value Creation & Operating Partner | Training | Exec Search | Scaling Tech, IT & Services companies

Everyone talks about AI for top-of-funnel. Linkedin feeds are full of this lately...

Pipeline generation.
Outbound automation.
Personalized cold emails at scale.

Yes — that matters.

But if you only use AI to create more opportunities... you’re missing 80% of the upside.

AI agents are not just SDR enhancers.
They can transform the entire Go-To-Market machine — Marketing, Sales, and Customer Success.

Here are 7 high-impact use cases beyond pipeline generation:

1️⃣ Deal Qualification & Inspection
AI agents reviewing calls, emails and CRM fields to score MEDDIC compliance, identify missing decision criteria, detect weak champions, and flag deal risks early. Instead of “pipeline reviews,” you get real-time deal health diagnostics.

2️⃣ Sales Coaching at Scale
AI analyzing call recordings to provide structured feedback: talk/listen ratio, objection handling quality, pricing conversations, next-step clarity. Every rep gets a personal coach. Not once a quarter. Every day.

3️⃣ Proposal & Deal Shaping
AI agents generating tailored business cases, ROI models, executive summaries and recap emails based on industry, persona and deal context. Faster turnaround. Higher relevance. Better close rates.

4️⃣ Pricing & Discount Governance
AI monitoring discount patterns, deal margins and approval flows to flag abnormal concessions and protect profitability. Not just revenue growth — profitable revenue growth.

5️⃣ Forecasting & Pipeline Accuracy
AI cross-checking CRM data, activity levels, deal progression and historical patterns to challenge over-optimistic commits. A second brain for the CRO.

6️⃣ Customer Onboarding Acceleration
AI copilots guiding implementation steps, generating custom onboarding plans, anticipating friction points based on similar customers. Faster time-to-value. Lower early churn.

7️⃣ Expansion & Churn Prevention
AI agents scanning product usage, support tickets, NPS trends and engagement signals to detect upsell triggers or churn risks before humans see them. Proactive CS instead of reactive firefighting.

The real question is not:
“How do we use AI to generate more leads?”

The real question is:
“Where in our GTM machine are humans spending time on repetitive analysis, low-leverage tasks, or inconsistent decision-making?”

That’s where AI agents belong.

AI is not a growth hack.
It’s an operational leverage layer.

And the companies that will win are not the ones sending better automated emails —
but the ones redesigning their entire revenue engine around intelligent systems.

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