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Use case

Raising the bar on how a sales team runs.

Client
Evelia
Team
Sales
Engagement
Audit + Fractional sales director
Duration
4 months

The situation

Evelia builds a Finnish ERP and invoicing system for trade contractors: HVAC, electrical, refrigeration and construction companies. The product was strong. The company had high ambitions to grow through new business.

That put sales at the centre and it called for three things.

  • A systematic way to run the sales process.
  • Leadership based on data.
  • A hand-over that would let the incoming commercial director start fast.

The work began with a sales audit in March. It set the starting point and the plan.

What the collaboration contained and why

  1. Audit and a 30-60-90 roadmap. The whole sales function was reviewed: ways of working, sellers, structure, reporting, forecasting and leadership. The findings became a 30-60-90 roadmap presented to the board. Why: one fact-based starting point for the company and the board.
  2. An operational lead to run the plan. I stepped in as the fractional sales lead through Q2. I was responsible for the day-to-day, delivered the plan item by item and kept the CEO and the board accountable for their part. KPIs, structure and mindset were built through change management. Why: a roadmap only matters when someone runs it.
  3. A systematic sales process, analysed the same way. SPICED, tailored to Evelia’s buyers, so every seller works the same way. A custom AI prompt scores every discovery meeting. Monthly overviews show progress and development areas per seller. Why: one standard for everyone, and coaching on facts.
  4. Leadership by data. A monthly cadence for MRR and forecast. Forecast versus actual tracked every week. Weekly goals and meeting targets for the team and for each seller. Why: problems show up in days, not at month end.
  5. A hand-over to the new commercial director. An August hand-over covered the whole operating model: method, cadence, pipeline, reporting and forecast, team structure, competitors and a profile of every seller. Why: the change work could start at full speed from day one.

What it achieved

  • One systematic way of selling, followed by the whole team and coached on real meetings.
  • Forecast became a weekly number, and every seller knew their goal and the meetings needed to reach it.
  • The new commercial director started in August with a running system, not a blank page.
±15%Monthly forecast accuracy by Q2, a 45% improvement
2.1 → 3.0SPICED score on discovery qualification, team average
1.5 → 2.9Critical Event score: deals anchored to a date that fits the monthly forecast

Q1 2026 baseline vs Q2 2026.

“The audit in March showed us exactly where we stood. Joona turned it into a roadmap and stayed to run it. He took the day-to-day and built the weekly rhythm and the KPIs. He held the whole company to one standard. The board included.

Forecast used to be a month-end surprise. Now we forecast the month within 15%. Every seller knows what is expected. Joona did not hand us a plan. He raised the level of the whole sales organisation.”

Petri Aho CEO, Evelia

“I joined a sales organisation that already had a method, a weekly rhythm and data I could trust. I had a clear picture of every seller from day one.

The hand-over was so thorough that I could start the change work in my first week. I did not spend months finding out what was there.”

Jari Kangassalo Chief Growth Officer, Evelia
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Other teams, same foundations.

“I still have my doubts about sales coaching as a concept, but Joona proved to be an exception. He is a real professional in his field. He challenged me on sales fundamentals and gave me exactly the kind of sparring I needed. Someone to shake things up and get me back to basics in sales leadership.”

Tomi SydänmaaCRO, Zenniz
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“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.”

Sebastian FrickCEO, Autovex
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“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.”

Rosa TengvallCEO, JST Healthcare Solutions
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Let’s accelerate together?

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.

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