Insights on commercial growth: better questions for B2B teams.
Perspectives, original research and practical tools for building stronger B2B commercial organisations — grounded in the work we do every day.
Four ways to think more clearly about commercial growth.
Read a point of view, compare your organisation with the market, use a practical framework or rethink the role of CRM. Every route starts with the same principle: relevance before volume, and structure that helps people do better work.
Perspectives
Ideas, field notes and a clear point of view on sales capacity, business development, market entry and commercial organisation.
↗02Research & benchmarks
Original data on how B2B organisations organise prospecting, CRM, sales capacity, AI and commercial learning.
↗03Frameworks & tools
Assessments and practical models to diagnose where your commercial operating model is strong — and where it loses momentum.
↗04CRM as commercial memory
A different way to think about CRM: not as administration, but as the place where your organisation remembers, learns and acts.
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Sales capacity is a design problem, not a hiring problem.
When experienced salespeople spend too much time researching accounts, cleaning CRM, building lists and chasing cold follow-up, adding another salesperson often adds cost before it adds capacity. The better question is how the work should be organised.
Read the perspective →The State of B2B Sales Capacity.
We are building an annual benchmark into how Dutch B2B organisations actually organise commercial growth. Not what the operating model says on paper, but where time goes, what gets repeated, what gets lost and how teams learn.
One research programme. A year of useful commercial intelligence.
How much time reaches prospecting, customers and high-value commercial conversations?
How many organisations run proactive market development as a system rather than a campaign?
How consistently are context, activity and next steps captured across the commercial team?
Where is growth still concentrated around the founder or a small number of key individuals?
Where is AI genuinely improving preparation, consistency and learning — and where is it mostly noise?
Turn a commercial question into something you can work on.
These tools are designed to help leadership and sales teams diagnose the system around the people — before jumping to another hire, campaign or technology project.
Sales Capacity Assessment
See where commercial time is really going and where experienced people are carrying work that could be organised differently.
Commercial Operating Model Scan
Review maturity across market intelligence, targeting, business development, CRM, handover, reporting and commercial learning.
Founder-Led Sales Transition Framework
Understand what needs to change when growth can no longer depend on the founder holding relationships, context and momentum together.
Market Entry Blueprint
Structure market intelligence, ICP, account selection, proposition validation, outreach and the learning loop around a new market.
Your CRM should remember what your organisation learns.
Activity logging is only the beginning. A useful commercial system preserves market context, stakeholder history, objections, signals and decisions — so the next action is informed by what the organisation already knows.
Explore commercial memory →Capture what happened across accounts, contacts and opportunities.
Keep the context that explains why a conversation, objection or signal matters.
Use accumulated history to spot patterns, risks and opportunities earlier.
Turn shared knowledge into clearer ownership and more relevant next steps.
From the work, not from the sidelines.
Our perspectives are shaped by the commercial systems we build, the conversations we see and the patterns that repeat across B2B teams, commercial capacity, market development, CRM and the human side of B2B growth.
More perspectives & field notes →
Perspective · 7 min readDoes the full-cycle salesperson still make sense as a growth model?
When one person carries every step from research to closing, which commercial activities receive enough attention, and which disappear when the team gets busy?
Why most CRM clean-ups fail six months later.
Data quality is usually a symptom of unclear ownership, inconsistent process and weak commercial habits.
What 900 inactive leads tell you about your sales process.
A crowded CRM can hide a simple problem: nobody knows what should happen next.
One useful commercial idea at a time.
Subscribe for new perspectives, original research and practical frameworks. No generic sales tips. No volume for the sake of volume.