Revenue systems built by an operator, not a coach. Ten-plus years running revenue organisations in SaaS and scale-ups. The output is the system your team runs on Monday.
Why this, by me.
Ten-plus years in commercial leadership: co-CEO at FREE.fi, Regional Director at Meltwater across the Nordics. In those seats, comp plans, hiring, restructuring, and the legal edges that come with them weren't someone else's problem. They were on the desk. That's why the work here covers the full span, not just the sales-process slice.
Over the past 12 months, hands-on with 7 clients. The system works because the day-to-day struggle is not a theory to me.
Why these views, by me.
Not advisory work. Roles where the forecast, the plan, and the revenue were personally owned.
If you're looking for a sales coach to do one-hit wonders in a single session, this is not for you.
The work is system-building, not motivational. Shortest engagement is the audit: three weeks, fixed scope. Anything shorter isn't long enough to change the way the team runs on Monday.
Sales orgs are not under-resourced.
They are under-instrumented.
Forecast misses. Nobody knows why.
Coverage looks healthy every Monday. Half the deals slip by quarter end.
Pipeline reviews turn into excuses, not decisions.
Reps hit quota. Churn eats it back.
Comp plan rewards bookings. Retention, discovery, and deal quality get skipped.
Revenue goes up. Net revenue goes sideways.
CRM is full. Insight is empty.
Data in every field. Nothing that predicts what closes next.
New tool was supposed to fix it. It didn't.
A revenue system, not a slide deck.
Five pillars, one running GTM system. Your team doesn't get a strategy document. It gets the data-driven operating model it runs on Monday.
CEOs and revenue teams seeking clarity.
For leaders who already know the pipeline isn't predictable, and are ready to fix the system underneath.
CEOs & founders
- Forecast doesn't match reality
- Quota hit one quarter, missed the next
- Board needs a revenue system, not a slide
- Moving past founder-led sales
Revenue & sales leaders
- CRM full of data, empty of signal
- Comp rewards activity, not outcomes
- Cadences became status updates
- Team can sell. System can't scale.
Three ways to work together.
- Pipeline health & coverage
- Discovery quality scoring
- Data gaps & missing KPIs
- Operational cadence review
- CRM hygiene
- Compensation diagnostic
- Board-ready findings deck
- Weekly 5×5 operating rhythm
- Forecast & pipeline reviews
- Activity frameworks (FAP / FMP)
- Comp redesign & OTE direction
- Hiring, scaling & onboarding
- Leadership gap coverage
- Board-level reporting
- KAM integration & EBR structure
- Sales enablement & playbooks
- Kick-off & team training
- RevOps tech stack
- Data & reporting gaps
- CRM reshape & workflows
- Sales culture & mindset fit
Where the work happens.
This brought clarity, structure and predictability to how we lead sales and customer growth through data.
Joona quickly aligned us on the best tool and configuration that supports execution day-to-day. His approach is grounded in strong and practical knowledge of industry benchmarks.
We didn't have to figure everything out ourselves. We were able to scale the team much faster than would have been possible without this model.
Through Joona, we immediately had access to real experience in leading the project, building the actions, training the team, and creating the structures.
Sales and customer success could focus on execution, not on inventing structures on the fly. Through Joona, we got immediate access to real experience in building sales teams, weekly cadence rollout, KPI design, and operationalising growth.
Most companies hold their sales team to a 90% forecast accuracy, weekly deal reviews, and multithreaded opportunities. Then they let CS run renewals out of an Excel sheet and wonder why retention is the problem.
The system isn't broken. It was never built.
Start with the audit.
Three weeks, fixed scope, board-ready output. If the audit doesn't surface something the team will act on within 30 days, there's no reason to continue.
Prefer a conversation first? Call or email direct.