Commercial systems for European B2B tech
Make your product sell.
Without you in every deal.
I build the commercial engine that turns the interest you already have into signed deals. No sales team to hire, no lost year. You own all of it.
Most start with the free read. First Move is the paid way to skip ahead, and it credits in full to the Audit.
Free. A real person reads it, back in a couple of working days. No call.
What this is, in 90 secondsMe, on what gets built and what to expect.
A founder closing a deal they can finally explain. That is the result.
Proven in the field
FugroLyrasenseSenfAsellionHurozo
We needed someone not to tell us from the sideline what to do, but to actually deliver results. This is the fractional role done right.
Done being the bottleneck?
A working product. And selling it still feels like starting over every time.
- You work hard, and very little converts.
- You explain what you do, again and again, and it still does not land.
- Prospects seem keen, then go quiet at decision time, or push it to next quarter.
- When you win, you cannot say why.
- Your team cannot sell it without you in the room.
- Who you sell to, what you say, and where you show up do not line up.
Check the ones that are true.
The real problem
Every surface looks fine. What is under them is broken.
Your homepage, your deck, your demo, your pitch. Each one looks fine on its own. Together they do not convert. The reason sits underneath: a body of decisions, who you are for, why you win, what the story is, that was never locked. So it all runs on you: the story shifts every call, new hires take months to sound right, and good deals stop moving, because a buyer cannot retell a story that was never fixed.
This is not lead generation and not a sales hire. If what you need is more leads, I point you to a partner who does that. What I build is the system that converts the interest you already have. And I do not fix selling by hiring someone to do the part you are avoiding. You fix it by building the system once, and owning it.
Reset
The whole way you sell, built once and yours.
Not a feature list, but what each of the seven pieces actually gets you. I build them the way I wish someone had built them for me.
Every commercial decision, locked
Who you're for, why you win, how you price. Written down, kept current, and yours. The base the rest is built on.
A homepage, deck and demo that convert
Built on those decisions, so they say the same thing in every room and sell the right buyers without you.
A pipeline that moves deals to yes
Your way of selling, out of your head and into a system your team can run.
Templates and playbooks your team reuses
The plays that work, written down, so nobody on your team reinvents them.
Goals and the metrics to hit them
What to aim for, and how you know it is working, from day one.
A system that runs without you
The rhythm and the decisions a team follows, so growth stops depending on you being in the room.
A living source of truth you own
Every piece above in one place, version-controlled and yours. It compounds as you grow, and it outlives me.
Add them up and the change is bigger than a better homepage. You stop being the bottleneck. You win the customers you actually chose, your team sells it without you in the room, and you walk into your next raise with traction, not a story. I was afraid that locking one focus would cost me the others. Once I let go of that, I won the customers I had picked.
Behind these, the Audit maps how you sell step by step and names what to fix first.
The truth
What it costs to stay stuck.
91%
of B2B deals do not die to a competitor (Forrester). In my experience they die because the buyer cannot retell your story without you.
51%
of companies say sales, marketing and product tell different stories, so none of it adds up (HBR).
Every quarter
it stays in your head, the gap grows in the wrong direction.
91% from Forrester, State of Business Buying 2024. 51% from Harvard Business Review Analytic Services, 2022. The third is an operator observation, not a published figure.
Why none of it stuck
You rewrote the homepage. You hired the agency. You brought in a sales rep, redid the deck, read the positioning book. And it still runs through you.
I built a platform that ran 1.5 billion euros in transactions. And I still did not understand how to grow my own customers, repeatably. It went well, until it didn't. Not a skill gap. I had never built the system. So I built it, and now I build it for you.
The longer version, founder to founder: my story →
How it works
Your first result in 2 weeks. The first system in 6, the full motion in a quarter.
Start small: free read → First Move (€249, credits in full to the Audit) → then the build below.
Week 1–2
The Audit
The blueprints: what is broken, what to fix first.
Week 3–6
Foundation
Who you're for and why you win, locked.
Week 7–10
Conversion
Homepage and pipeline. The path to signed deals.
Week 11–16
Full system
Deck, demo, pricing. The whole engine built.
Then
New reality
It runs without you. You name the number.
Proof
What founders like you say.
6 months rewriting the pitch→new hires sell in week one
“I’d been rewriting our pitch for 6 months. Nothing stuck. Thorsten locked one story in 3 weeks. Now new sales hires are productive in week one, not month three.”
Joseph N. · Founder & CEO, VYGR “which problem do you solve?”→yes or no in half the time
“Prospects stopped asking ‘wait, which problem do you solve?’ Calls move faster. We get to yes or no in half the time.”
Pascal F. · Founder & CEO, Senf homepage, deck, sales all off→prospects get it in minutes
“Our homepage didn’t match our deck. Our deck didn’t match sales. Thorsten rebuilt everything, aligned. Now prospects understand in the first minutes.”
Thea d.V. · Commercial Lead, Fugro VirGeo “Three weeks later, new hires pitch without shadowing me first.”
CEO · Enterprise software“We get to a clear yes or no in the first two calls.”
Commercial lead · DevOps platform“We didn’t get slides. We got a story the team actually uses.”
Founder · Security softwareI took a Fugro venture from almost no conversion to roughly one in three. The first real result landed in two weeks, the full lift in eight. As the operator who had to make it work, not the advisor who watched.
Lately
What I am into right now.
Built in your world
Selling deep tech into a specific field?
I have built and sold in these worlds. The engine underneath is the same one I build for every founder; your field only changes the edges.
Geospatial & space
Committees, procurement, cycles that run for months. I led product and go-to-market at a Fugro geo-data venture.
Fugro VirGeo · Lyrasense · Senf
Geospatial & space
AI ventures
AI a buyer has to trust before they buy: past the demo, proven reliable, worth a real budget line.
Lyrasense · Hurozo
AI ventures
Industrial B2B
Chem, pharma, and industrial software: technical buyers, long regulated cycles, value hard to put a number on.
Aselion · SupplyBee · klappt.io
Industrial B2BAnother way in
Here for something more specific?
Most founders start with the path above. If you are coming from one of these, there is a door for you.
Rather just see it first? See where your homepage loses buyers.
Paste your homepage. I read it the way your buyer does, and send back where it leaks. Free, and yours either way.
Start here
Ready to build the system? Start with a free read.
Paste your homepage. A real person reads it the way the buyer you want reads it, and sends back exactly where it loses them. No call required. It is yours either way, and it is the first decision locked.
The other side of this is quiet: a team that sells it without you, investors who see traction instead of a story, and the customers you actually chose. The free read is the first step there.
