Start with the constraint.
Before adding a hire, channel or tool, establish whether the constraint is volume, cycle speed or conversion. Use the evidence to choose the first priority.
About
The model matters.
So does the person running it.
Dana Cheragwandi. Amsterdam-based commercial leader, combining commercial architecture with hands-on execution.
Approach
Build the system behind the sales.
Align pricing, process and people.
Connect the commercial model with the roles, incentives and operating rhythm needed to run it.
Make ownership explicit.
Give each priority an owner, a measure and a review date. Work with the team to test the approach and build internal ownership.
Selected experience · Gained in previous roles
Aquablu
Head of Sales
Improved sales tools, coaching, performance KPIs and pricing; win rate rose from 13% to 19% in two quarters. Grew the commercial team from 4 to 14 FTE.
Prepr
Head of Growth / Commercial Leader
Aligned pricing, channel strategy and partner incentives; partner-led share of revenue grew from 15% to 86%, with 30+ active partners.
SO Connect
Head of Business Development
Expanded the existing Partner Manager team from 3 to 6 and built a new team of 3 BDRs. Organised outreach doubled lead volume for the whole team.
Based in Amsterdam.
Working across EMEA.
Let’s talk