Build a system to
close enterprise deals
on repeat.

Over the past 12 years I observed that founder-led sales doesn't fail at the first deals. It fails at the handoff: the moment the first sales hire arrives, you open a second geography, or a funding round forces the motion to scale. You realise the system only ever lived in your head. The deals you won were won by you, not by a system anyone else can run.

This practice exists to work the deals with you, decode the buyers behind them, and document the motion, before it costs you a hire, a quarter, or a round.

Engineer turned enterprise seller who spent 12 years building zero-to-one enterprise growth in technical markets.

Navigated 200+ complex enterprise buying committees and sat across the table of 1500+ B2B buyers.

Closed 7-figure deals and advised on 9-figure strategies with enterprises like SAP, NXP, Nokia, Nintendo, Revolut, TeamViewer, PVH, Jabil, Forbo, and SKF.

Pioneered the expansion of a Series A cybersecurity startup from the San Francisco Bay Area into the EU and UK.

Launched a new business unit in 30+ countries, inside a $16B supply chain orchestrator from Hong Kong.

Built a new vertical for an R&D consulting firm from Chicago.

Closed €4M in DACH and Southern Europe in a single year.

Co-founded two ventures, in e-commerce and AI.

Same pattern every time: walk into a new startup, market, or segment, close the deals, and build the playbook.

Technical founders sell on substance. That's why you win the first deals, and why the motion doesn't transfer when you step out of the room.

Non-technical sales hires can't replicate substance. They replicate process. My job is to extract what you're doing intuitively and turn it into something repeatable, without flattening it into a generic playbook.

A coach teaches theory. A fractional CRO takes your seat. An agency replaces your sales team.

I work the live deals next to you, speak directly to your target buyers, and then write down what we did, so the system outlives both of us.

You stay in charge, but the motion stops depending on you.

The method is the synthesis of the frameworks I've used over the years, and the selective application of what works best at each stage.

Sandler, GAP, and Value Selling in discovery, when you're trying to find the real pain underneath the stated one. MEDDPICC keeps qualification honest and works well as the skeleton of the playbook. Challenger in delivery, when the buyer needs to be taught something before they'll buy. Black Swan and the Harvard method run the negotiation. Currently learning Schranner to bring hostage negotiation principles into high-stakes enterprise deals.

I combine these frameworks across three streams:

• The Deal Room. Weekly two-hour working sessions on your live deals. Supporting your most complex deals and driving up sales execution through a compounding effect.
• The Buyer Intelligence Canvas. A documented map of your target buying committee, built from win/loss and buyer interviews. Which pains they actually have, who decides, who blocks, what they need to hear, in what order.
• The Playbook. The documented sales motion, ready to hand off to your first hire.

You probably will, eventually. The question is whether you hire one before or after the motion is documented.

Hire before, and you're paying €200K+ to a senior operator whose first job is to reverse-engineer how you sell. Most of them won't. They'll bring their own playbook from their last company, and you'll spend two quarters finding out it doesn't fit your market. Then you replace them.

Hire after, and you're handing them a system on day one. The role becomes execution and scale, not archaeology.