Pipeline quality is decaying
Deals slip a quarter, then slip again, then go cold. In some companies I have joined, 40% of the pipeline had not been touched in six weeks. That is a list of old opportunities, not a pipeline.
Current engagement
AI video telematics
- Sales and marketing restructured
- New business: AI outbound, new SDR
- Global sales process and CRM
- Marketing agency appointed
Interim Sales LeadershipCROCommercial Strategy and Execution
Commercial leadership for when revenue stalls.
Accountable for the number, in seat within weeks.
When the forecast keeps slipping, the board needs a clear diagnosis and one accountable owner. In AI video telematics and across B2B technology, buyers’ AI agents shortlist vendors before anyone speaks to your team.
- 120%+quota attainment
- £15M+qualified B2B pipeline generated
- 25+years of B2B technology sales
- £5M+revenue closed in interim roles
Where I intervene
See the full approach
Where revenue stalls, and what restores it.
Most underperforming sales functions are misdiagnosed rather than broken. These are the six situations I am typically brought in to resolve.
Pipeline that does not convert
The pipeline looks full and the deals stall. Every live opportunity is reviewed, priority deals get close plans, and stalled ones are revived or disqualified.
Read moreA forecast the board cannot rely on
Deal governance and a weekly forecast cadence the board can rely on. Forecast accuracy improved by 25% within one quarter at Flat Rock Technology.
Read moreNo single owner of the number
A permanent hire is 10 to 12 months from impact. I am in seat within weeks and accountable for revenue across sales and marketing from day one.
Read moreSales and marketing out of alignment
One ICP and shared MQL, SQL and SAL definitions. At BrightBox, MQL quality improved by 75% and pipeline conversion by 55%.
Read moreOutbound without traction
AI-enabled outbound aimed at the right accounts, backed by a network of 6,500+ decision makers. At Rooya UK I introduced a new outbound AI process.
Read moreNot visible to the buyer’s AI
95% of winning vendors were already on the Day One shortlist (6sense, 2025). I structure your content and differentiation so buyers’ AI agents can parse, compare and rank you.
Read more95% of winning vendors were already on the buyer’s Day One shortlist. AI agents now build that shortlist before anyone speaks to sales.
The cost of inaction
Delay has a cost. What is waiting costing you?
Most vendors argue the return on acting. The more useful question is what delay costs. Five costs compound each month the sales function drifts.
Board confidence is eroding
Every quarter of declining forecasts chips away at trust in the numbers and in the people presenting them. Once it goes, it takes years to rebuild.
Your strongest people begin to look elsewhere
When top performers see deals stalling, they speak to recruiters rather than prospects. Replacing one costs six months of lost productivity and a significant fee.
Competitors win the deals you lose
Lost market share rarely comes back. Customers who choose someone else get locked into contracts and become reference accounts for your rivals.
Buyers’ AI agents shortlist without you 2027
95% of winning vendors are already on the buyer’s Day One shortlist, and AI agents now build it before anyone contacts sales. If nobody is managing your visibility, you never see the deal you lost. Source: 6sense, 2025.
Cost of delay calculator
What is commercial drift costing you?
A permanent sales leader takes four to six months to hire, three months to serve notice, and a quarter to ramp. Four quick questions size the gap. Everything stays in your browser.
Step 1 of 4
What is your annual new business target?
Used only to size the cost of drift. Choose a figure or type your own.
How far behind plan are you today?
The shortfall against your new business target, as a percentage.
How long would a permanent hire take?
From opening the search to a leader who is ramped and delivering.
Interim: in seat within weeks, diagnosis in the first two.
11 months of commercial drift before a permanent hire impacts revenue.
How many months until the gap is fixed?
Starts at the drift from your last answer. Adjust it if you expect to close the gap sooner.
Your numbers
Your inputs
- Annual target
- £2,000,000
- Behind plan
- 20%
- Permanent hire
- 5 months search, 3 notice, 3 ramp
- Months of drift
- 11 months
Revenue at risk
£366,667
That is £33,333 of plan lost every month the sales function drifts.
Book a 20 minute diagnostic callIllustrative only. Monthly target multiplied by the shortfall and the months of drift. Excludes lost pipeline, attrition, and market share.
Recent engagements
See all results
Judged on revenue and pipeline outcomes.
Currently in progress
AI video telematics
Rooya UK, Senior Director, Sales and MarketingAppointed to build the commercial engine from the ground up and take a proven Middle East proposition global, starting with the UK and Europe.
GlobalCRM process and sales stages adopted group wide
Liveengagement in progress
November 2024 to October 2025
Nearshore software and an AI SaaS launch
Flat Rock Technology, Interim Director of GrowthBespoke software and nearshore delivery across Eastern Europe and Latin America. Led the GTM launch of the Exampilot AI SaaS platform.
£950Krevenue bookings in 12 months
£2.6Mqualified pipeline
25%forecast accuracy gain in one quarter
50%less sales admin overhead
August 2022 to April 2024
Fully in house, AI driven marketing
BrightBox Group, Interim Head of Global Growth and Marketing OperationsBespoke software and digital transformation. Moved the business to in house, AI driven marketing and overhauled the CRM.
£1.5Mnew annual revenue within two quarters
75%better MQL quality
55%higher pipeline conversion
40%shorter sales cycle
January 2021 to July 2022
Digital experience platforms across EMEA
Kogifi Corp, Interim SVP Global Sales OperationsDXP implementation across Adobe, Sitecore, Optimizely and Magento. Expanded EMEA through strategic alliances and co-sell partnerships.
£2.06MARR through enterprise and partner led growth
3platform alliances activated
Markets
EMEA, the Americas and APAC.
Led from London. Deals from £500K to £6M+ across three regions.
Cities shown: London and Riyadh (both marked as Rooya HQ), Manchester, Amsterdam, Warsaw, Lviv, Varna, Paris, Frankfurt, Rome, Barcelona, Madrid, Dubai, Mumbai, Johannesburg, New York, Washington, Toronto, Chicago, Austin, San Jose, San Francisco, São Paulo, Singapore, Hong Kong, Tokyo and Sydney. Career locations marked on the globe: Amplience, Flat Rock and SoftServe in London; BrightBox and Wejo in Manchester; comScore and Adobe in Amsterdam; comScore in Washington; Kogifi in Warsaw; SoftServe in Lviv and Austin; Flat Rock in Varna; Olapic in New York; Aprimo in Chicago; Adobe in San Jose.
The first 90 days
See the full approach
Diagnose first. Then execute with discipline.
- Weeks 1 to 2
Diagnose
Pipeline, CRM, deal quality and team audited. Every live opportunity reviewed. A written action plan within ten days.
- Weeks 2 to 4
Triage
Priority deals get close plans. Stalled deals are revived or disqualified. A forecast cadence the board can trust.
- Weeks 4 to 8
Execute
AI-enabled outbound live and CRM automation in place. I close deals personally and coach reps through live cycles.
- Day 60 to 90
Scale or hand over
A documented playbook, KPIs tracking, and either continued scaling or a clean handover to your permanent hire.
Recommendations
The results behind the words
What clients and colleagues say.
Commercially astute, adaptable and solutions driven. Clear understanding of how commercial strategy and financial goals fit together.
Trish WhiteFinance Director, Flat Rock Technology
His leadership was instrumental in restructuring the sales and marketing framework.
Ben HodsonCEO, BrightBox Group
Henk possesses a rare combination of strategic vision and excellent execution skills. What truly set Henk apart was his approach to collaboration: he is a highly effective communicator, able to clearly articulate complex partnership value propositions to both internal and external stakeholders.
Michał NikołajukCEO, Rite NRG
Spearheaded growth in EMEA by identifying new territories and acquiring new clients.
Maciej OssowskiVP Operations, Kogifi Corp
Ability to bridge the gap between technology and business needs.
Martijn de GlopperSenior Account Director
He’s organised, clear in his thinking and brings a calm, professional approach to his work. Nothing ever felt complicated when Henk was involved, which made collaborating with him really easy.
Bruce HopkinBusiness Founder
True sales leader, highly skilled in Digital Experience Platforms. Tenacity and thoroughness keeps him top of mind with prospects, often ahead of the competition.
Denzil GreavesSoftServe colleague
Extremely efficient with establishing partnership relations and driving value out of synergies.
Michał GrelaBrightBox partner
Uncanny knack of sussing out the right contacts at the right organisation.
Jess VadinoSoftServe colleague
A specialist in generating new business, a must have for any sales team.
Harry BaanDirector Sales BD, comScore
About Henk
I bridge the gap between technology and business.
25+ years of international B2B technology sales leadership across SaaS, AI, cloud, DXP, cybersecurity, nearshore delivery and bespoke software development. Deals from £500K to £6M+ across EMEA, the Americas and APAC.
I am equally credible with technical buyers and commercial leadership, and equally comfortable presenting to PE investors, negotiating with procurement and coaching reps through seven figure deal cycles.
- Consistent 120%+ quota attainment across my career
- Certified in MEDDPICC for Leaders, Challenger Sales Advanced and SCOTSMAN Masterclass
- Adobe Certified Expert in Digital Solutions, Revenue Generation Strategy and Digital Transformation Leadership
- BSc International Business Economics, University of Amsterdam
Where I start
Three steps, the first taking 20 minutes.
Diagnostic call
Direct questions about pipeline, forecast, team and GTM. No slides.
- What is working and what is not
- Where the fastest revenue sits
- Whether interim leadership is the right answer
Diagnosis and fix plan
Pipeline, CRM, deal quality and team audited. Every live opportunity reviewed.
- A written, prioritised action plan within ten days
- Buying committees mapped on live deals
Interim or fractional CRO
In seat within weeks and accountable for the number across sales and marketing.
- Deals closed and reps coached in live cycles
- A documented playbook, then scale or a clean handover
No pitch and no obligation. A clear view of whether I am the right fit.
Every month of delay has a cost.
Not what you might gain by acting, but what you are already losing by waiting. A 20 minute conversation gives you a clear view of what is broken, without a pitch.