Commercial systems for European B2B tech
I turn the demand you already have into signed deals.
No sales team to hire.
The buyers are ready. What stops the deal is the path to yes. I build the commercial system that clears it, and you own all of it.
Free. A real person reads it and replies in a couple of days. No call.
Proven in the field
FugroLyrasenseSenfAselionHurozo
We needed someone not to tell us from the sideline what to do, but to actually deliver results.
Done being the bottleneck?
A working product. But 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.
- Your teams pull in different directions, and you cannot agree what to focus on.
- Who you sell to, what you say, and where you show up do not line up.
Check the ones that are true.
See where you lose buyers The real problem
Every surface looks fine. The decisions underneath were never settled.
Your homepage, your deck, your demo, your pitch. Each one looks fine on its own. Together they do not convert. The reason sits underneath. Who you are for, why you win, what the story is: none of it was ever settled. So it all depends 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 changes every time.
Built once, and yours.
Reset
The whole way you sell. Built once, owned by you.
The four parts of the loop, plus the three that make it yours to run.
Decisions, settled
Who you're for, why you win, how you price. Settled once, so nothing you put in front of a buyer contradicts itself.
Surfaces that convert
Homepage, deck, demo. All built from those same decisions, telling one story in every room.
A pipeline to yes
The way you sell, taken out of your head and turned into clear steps your team can run on its own.
Metrics that matter
The few numbers that count, each with a target. You know by week one if it is working.
One source of truth
Every piece above in one place, kept current, and yours. A new hire learns it in days, not months.
Reusable templates
The plays that work, written down, so nobody reinvents them on every deal.
A weekly system your team runs
A simple weekly rhythm your team keeps on its own: what to check, what to decide, what to send. The selling keeps moving when you step out of the room.
Add them up and the change is bigger than a better homepage or a new sales hire. You stop being the bottleneck. You win the customers you chose, your team sells it without you, and you walk into your next raise with traction, not a story.
The truth
What it costs to stay stuck.
91%
of B2B deals are not lost 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, and the gap grows.
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.
Where this comes from
I built a platform that ran 1.5 billion euros in transactions. And I still did not know how to grow my own customers, repeatably.
It went well, until it didn't. Not a skill gap. The problem was me: every pitch, every answer, every deal ran through me, because the selling only ever lived in my head. You have probably tried what I tried: rewrote the homepage, hired the agency, brought in a sales rep. None of it stuck, because the selling still had one place to live, you. So I built the system I wished I had, 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 build in a quarter.
Start small: a free read, or a €249 First Move that credits to the Audit. The full build is below.
The build runs €3,500 to €18,000. One fixed price, no retainer, and you own all of it. What each package builds →
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, settled.
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 on its own. You set the target.
Proof
What founders like you say.
I took a Fugro venture from almost no conversion to about one in three. First result in two weeks, the full lift in eight. As the operator who made it work, not the advisor who watched.
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.”
“We get to a clear yes or no in the first two calls.”
“We didn’t get slides. We got a story the team actually uses.”
I am not for everyone. Not more leads, not a sales hire. I build the system that converts the interest you already have. You build it once, and you own it.
Who this is for
The same problem, three seats.
Founder, investor, or partner: the sale is stuck for the same reason. Here is your way in.
Founder / commercial team
Deals get stuck and never close
The interest is there; the closing is not. I build the commercial system that converts it, and your team runs it.
Get your free read →
Investor / portfolio
A company you back that builds well, but can't sell.
The product works; the selling was never built. Get a straight read on how ready each company is to sell, and a fix its founder will actually welcome.
For investors →
Partner / lead-gen agency
Great leads, and they still don't close.
Good demand only converts when the team can sell it. I build that sales motion, so your leads turn into deals.
For partners →
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; your field only changes the edges.
Start here
Ready to build the system? Start with a free read.
A real person reads your homepage the way your buyer does, and shows you exactly where it loses them. No call. Yours either way.
The first step is the smallest one. One read, and you can see where you stand.
New here
Three essays, to see how I work.
If you would rather read first, start here.
Building ventures
Read Everyone is acting as if.
The one moment that tells the truth about a company, and why the whole system is built to delay it.
Selling deep tech
Read The pilot that proves the wrong thing.
Your pilot went well and still never became a contract. Here is what it proved.
Selling deep tech
Read Sell the job, not the ROI.
The big ROI case is why the deal is stuck. The thing that sells is smaller and nearer.
The list
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The notes, the pieces, and what I am seeing in the Amsterdam founder scene. No noise, no schedule for its own sake. Leave any time.
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