Steven Schroeyens

VP of Marketing

IXON Cloud

As Marketing Director at IXON I was responsible for revenue enablement, including a number of different functions within the revenue team (see att. org chart). Our mission was to make it easier for buyers to buy, and for sellers to sell.

We ended my first year with IXON at ca. 91% of our order entry target (hardware) and 130% of our bookings target (SaaS). Marketing contributed significantly with >50% of the closed-won deals coming through the website. Win rates were significantly higher when a Solution Engineer was involved.

IXON has ambitious growth targets. In order to prepare the team for that growth, we had to strengthen some of the foundations:

Revenue team
- Introduced and shaped the concept of one revenue team.
- Fostered a collaborative environment between functions and regions.
- Better organization of 'change' leading to more stability and better buy-in.
- Successfully implemented our account-based GTM (pivot from lead-gen)

Solution Engineering
- Introduced team targets and bonus compensation.
- Refined job profiles and skill quadrants.
- Developed SE engagement model.

Marketing
- Redesigned the marketing organization including product marketing.
- Refined job profiles and skill quadrants.
- Introduced KPIs and targets for marketing.
- Developed a message house.
- Migration and optimization of the website (new messaging, new navigation).
- Launched two newsletters and an event concept called CONNECT
- Launched the first account-based campaigns

Revenue Operations
- Initiated RevOps for IXON with two FTEs
- Migration to modern, flexible, and cost-effective marketing tools (HubSpot).
- Designed and implemented a new data strategy (data quality 🚀).
- Initiated monitoring process & data hygiene for sales (pipeline data).

Marketing Director

During my initial three months, a significant organizational shift occurred with the departure of our Sales Director. Despite the challenge this posed, I stepped into the breach to ensure continuity and stability within the sales department. Recognizing that my strengths lie in revenue operations rather than traditional sales management, I focused on optimizing processes and maximizing efficiency. Leveraging the expertise of our sales managers, I delegated responsibilities, allowing them to contribute their specialized knowledge and skills to build momentum until a new Sales Director was appointed. Here are some of the projects we did:

- Adjusted regions for Account Managers in the Benelux and Italy sales organizations.
- Increased focus in regions through target account lists and tiering.
- Introduced individual targets and bonus compensation.
- Structured training (quarterly sprints) and coaching (call recordings).
- Refined job profiles and created skill quadrants for Account and Sales Managers 
- Implemented changes in the sales process (SPICED methodology, discovery).

Sales Director a.i.

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Member

Revenue Collective

The Revenue Collective is a private, invitation-only community of sales and marketing executives at growth focussed companies.

Revenue Growth Architecture School Graduate (July 2021). Learned the key skills, strategies, and scientific models needed to be a revenue growth architect, including the principles of recurring revenue, the GTM operating model, the SPICED methodology, identifying moments that matter, and more.

Executive Member

Data Visualization Society

The Data Visualization Society aims to collect and establish best practices, fostering a community that supports members as they grow and develop data visualization skills.

Webs | HubSpot CRM Platform Consultancy Partner

- Responsible for Webs Marketing (people, process, technology)
- Success measured on marketing-sourced revenue
- Increased marketing-sourced revenue with +30% versus year-1
- Sourced six figures in revenue through my own LinkedIn
- Built out the product marketing function
- Launched the Maak us Proud podcast (for the Manufacturing industry)

- Responsible for retention and expansion of B2B SaaS customers
- Strategic consultant for B2B SaaS
- Developed and launched ABM services for Webs
- Success measured on Renewals, Expansion and NPS

Head Of SaaS

365 Myway

Traditional ERP implementations take too long and cost too much. Myway's configuration wizard & pre-configured packages allow small businesses to set-up & configure Microsoft Business Central in under one hour instead of in two days. No coding. No consulting.

The company was officially launched in January 2021. The focus was on building a strong foundation and set-up for future growth.

- Define ICP, product positioning & messaging
- Translate that into a website, using Hubspot CMS 
- Negotiate partnership with QBS

Powerblox

Powerblox offers the largest collection of apps for Microsoft Business Central, an ERP software for SMEs. The company was officially launched in January 2021. The focus was on building a strong foundation and set-up for future growth.

- Define ICP, product positioning & messaging
- Translate that into a website, using Hubspot CMS 
- Define content strategy & set up cadence
- Run traction experiments

Datylon

Datylon was launched in Feb 2020 and empowers people to design captivating charts without coding skills, both online (web app) and within Adobe Illustrator (plug-in).

My responsibilities:

•	Define ICP, product positioning & messaging
•	Translate that into a website, using Hubspot CMS
•	Define content strategy & set up a cadence 
•	Run traction experiments

My personal highlights:

•	We successfully launched our product with 1000+ users in a few months
•	350% avg. MoM increase in website traffic during first months after launch

CMO a.i.

Streamliner

Pro Alliance is a cloud-based application that gives retail and wholesale companies an easier way to manage their incoming shipments and handle issues faster. It automatically measures supplier performance and gives all stakeholders access to correct and real-time information. 

My responsibilities:

•	Marketing (Brand, Product & ABM)
•	Funding & investor relations
•	Building and managing the team

My personal highlights:

•	Going live with our software for the first time with real users
•	Exposing up to +20 million EUR combined in potential savings for customers
•	Raising 4 million EUR in funding
•	Winning the 2018 European Scale-Up of The Year Award for supply chain software

Co-Founder

Storch-Ciret Group

The Storch-Ciret Group is the market leader throughout Europe in the production and sale of high-quality painting tools for professional craftsmen and for the DIY sector.

After my exit I kept an advisory role in order to ensure a smooth transition and support my successors.

Member of the Advisory Board for the Benelux

My responsibilities:

•	Drive alignment between client-facing teams
•	Clean up tool stack and increase adoption 
•	Revenue analytics & reporting
•	Set up ABM strategy for a new retail concept: Color Expert
•	Build and maintain contacts with current and prospective enterprise customers

My personal highlights:

•	Led successful integrations & cultural change
•	Grew revenue X25 in 6 years to become a local market leader
•	Increased gross margin with +10%

Director of Operations

Marketing at Ixon

After 8 years in operations, I made the leap to Marketing. Because the creative part in me needed an outlet too.

I found that outlet through helping B2B companies grow better by increasing Marketing’s impact on revenue, and making sales easier.

What I bring to the table:

👉🏻 I'm NOT ex Salesforce, ex HubSpot, etc.; 🙃
👉🏻 BUT: startups in SaaS / Manufacturing;
👉🏻 15+ yrs in Revops & Marketing roles in B2B;
👉🏻 Sales heavy, high ACV, small TAM;
👉🏻 Complex products: ERP, CRM, IoT, Data

What I care most about:

❤️ People (family, friends, colleagues)
🔥 Making impact
🙏🏼 Balance

Taplio

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