The pattern I see
Across the software companies I’ve worked with, a recurring pattern tends to appear: product strength and customer loyalty are already well established, while the commercial engine still has room to mature.
That often means moving from a largely founder- or relationship-driven approach toward a more structured model — with data-driven GTM strategy, repeatable sales playbooks, stronger funnel discipline, and a more predictable revenue rhythm.
That’s typically the phase where I create the most impact
Impact numbers
25M ARR
GitHub enterprise footprint built across Benelux and Northern Europe
97% Retention
Customer retention achieved as CRO at Spacewell (Nemetschek Group)
15% → 45%
Channel and Alliances driven ARR growth at Accruent in 36 months
+110% ARR
Revenue growth at Riverbed in 18 months as Regional Sales Director
What I Do
Three areas where I add the most value
Commercial Engine Maturity
I help software companies move from founder-led or relationship-driven growth to a structured, scalable revenue model — with data-driven GTM architecture, repeatable sales playbooks, and predictable ARR rhythm.
Deliverables:
• ICP definition
• Sales playbooks
• Funnel architecture
• Forecasting methodology
• AI-enabled pipeline intelligence
Revenue Organisation Building
I build and lead high-performing commercial teams across Sales, Marketing, and Customer Success, designing roles, incentives, tooling, and operating rhythms that allow an organisation to scale without losing quality.
Deliverables:
• Team design
• Hiring frameworks
• RevOps structure
• Toolstack optimisation
• Onboarding & coaching
Post-Acquisition Integration
I align commercial operations in the critical phase after acquisition, stabilising revenue, harmonising processes, and building the operating model that enables long-term growth within a portfolio structure.
Deliverables:
• Commercial audit
• Operating model design
• Cross-functional alignment
• Retention improvement
• Reporting & governance
Who I work with
Software Investors &
Portfolio Operators
I work with growth equity — buy-and-hold software investors and their portfolio companies — organisations that acquire vertical market software businesses and want them to grow sustainably after acquisition.
If you operate a portfolio of software companies and are looking for an operator who understands your model, your language, and the type of value creation that matters in these environments — I know this world.
SaaS Scale-Ups
I work with SaaS scale-ups that have strong product-market fit and a loyal customer base, but need to professionalise their commercial organisation to reach the next stage of growth.
Whether you need a fractional CRO, a GTM transformation, or a hands-on operator to lead the commercial function — I bring 20+ years of vertical software experience and a structured approach to results.
Bonsai Philosophy.
Discipline & the long view
Years of martial arts and yoga have shaped how I think about performance, dedication, and the long view. Both disciplines teach the same lesson: that lasting results come from consistent, deliberate practice — not from short bursts of intensity.
The Bonsai master does not rush his work. He understands the nature of what he is shaping, returns season after season, and builds toward something that will outlast him. Not measured in quarters — but in decades.
That is how I approach commercial transformation: clear intention, steady discipline, and respect for the time that good work takes.
ABOUT ME
I’m Willem van der Mark
I am a software operator and go-to-market transformation leader with more than 20 years of experience helping vertical software businesses scale with greater structure, discipline, and commercial maturity.
My work sits at the intersection of strategy and execution. I design go-to-market architectures, build and align commercial functions, and help software companies strengthen the operating model behind growth — particularly when the business has outgrown a founder-led approach and needs a more scalable commercial engine.
I have held CRO roles at Spacewell (Nemetschek Group) and Magnet.me, and earlier led GitHub’s enterprise expansion across Northern Europe during the period leading up to the Microsoft acquisition. Across these environments, the underlying pattern was often the same: strong product, strong customers, real market value — but a commercial model that still had room to mature.
That is the phase where I do my best work: helping software businesses move from informal momentum to a more deliberate model, with clearer accountability, stronger forecasting, better cross-functional alignment, and more predictable revenue rhythm.
My approach is practical and operator-led. I use the tools that improve execution — including AI where it genuinely helps accelerate pipeline intelligence, workflow efficiency, and decision quality — but always in service of better outcomes, not innovation theatre.
Based in Amsterdam, I work with companies across Europe and internationally. I take on full-time operator roles with commercial or broader business ownership, as well as selected fractional and advisory mandates where a software business needs experienced leadership to strengthen value creation.
Let's talk
I am always open to a conversation — whether you are exploring a specific opportunity, considering a collaboration, or exchanging perspectives on scaling software businesses.
Feel free to connect via LinkedIn to schedule a brief 15-minute introduction call.