B2B sales strategy
B2B sales strategy for SaaS founders
Your product works, you have early customers, but pipeline stays lumpy and deals take longer than expected.
A B2B sales strategy turns scattered effort into a repeatable system: who you sell to, why they buy now, and what the path from first call to signed contract looks like.
No 80-slide deck. A concrete plan you can execute tomorrow.
What a B2B sales strategy is
A commercial strategy defines which buyer you approach, with what message, through which channels, and how your sales process works. Not marketing fluff, real choices about where time and money go.
For B2B SaaS it's four things: sharp ICP, messaging that lands on the buyer's problem, a process where deals don't quietly die, and a weekly rhythm where you learn what works.
Done well, you get predictable pipeline and shorter cycles. Done poorly, twelve months of random experiments.
When this fits
- You have product-market fit and paying customers, but growth is uneven
- You still sell most of it yourself and want to hand it over
- Your new SDR or AE isn't ramping
- You want to scale in NL or Benelux and need a plan that works locally
When it doesn't fit
- You have no customers yet and are still chasing product-market fit
- You want someone to dial, not someone to build the system
- You expect dashboards and heatmaps instead of decisions
How I work in the first 90 days
Weeks 1 to 4
Diagnosis. I review current pipeline, calls, won and lost deals. Where they disappear and why.
Weeks 5 to 8
Foundation. Sharper ICP, rewritten messaging, a sales process with clear qualification and exit criteria per stage.
Weeks 9 to 12
Execution. Coaching on real deals, weekly pipeline reviews, and reporting so you know where you stand.
Want someone who not only builds the plan but runs it too? Look at fractional sales leadership.
Frequently asked
What's the difference between a sales strategy and a marketing strategy?
Marketing generates demand and attention. Sales strategy converts that into deals: who you approach, how you qualify, how you close. In B2B SaaS they overlap, but without a working sales strategy your marketing spend gets stuck in the funnel.
How long does an engagement take?
Diagnosis and redesign land in 8 to 12 weeks. After that it's execution and tuning. Most founders continue with 3 to 6 months of hands-on support.
Do you work with early-stage startups?
Yes, provided you have paying customers and know the product works. Below €200K ARR it's usually smarter to sell yourself first and learn the process before delegating.
Do you build the team too?
I advise on role profiles, first hires and compensation, and help interview. Actual recruitment I leave to a sales recruiter I partner with.
From lucky deals to a system
A working B2B sales strategy turns selling from random experiments into a process you can steer. Book a call and we'll look at where you stand.