Fenergo
Enterprise Revenue Architecture: diagnosis and design for a complex international commercial organisation. ICP, motions, Bowtie, SPICED, performance traceability and governance.
Revenue Systems Architect
B2B SaaS growth rarely fails because people aren’t working hard enough. It fails because the commercial system no longer fits the company.
I help leadership teams connect strategy, customer journey, process, data and execution, so growth becomes measurable, manageable and repeatable.
Built and scaled commercial systems from pre-seed to enterprise · Fully Licensed Revenue Architect · SaaS Awards winner, Revenue Operations · Winning by Design European Bowtie for Growth Momentum Award · Contract and interim work for Fenergo and Gardin · Earlier at LetsGrow.com, SwipeGuide and 30MHz · Co-founder of RevenAI
What I solve
Situations I’m usually brought in for
Growth has become unpredictable
Pipeline grows, but revenue doesn’t follow. Forecasts are unreliable and nobody can see exactly where value is lost.
Teams optimise their own part
Marketing, Sales, Implementation and Customer Success work hard, but steer on different definitions, data and goals.
The company has outgrown its GTM model
The ICP, motions, pricing, capacity or governance no longer fit the next stage of growth.
AI creates activity, but not yet leverage
Tools get added without a clear link to the customer journey, decision-making or commercial outcomes.
Approach
Diagnose, design, build, embed
Strategy, operating model, customer journey, data and AI, connected from first signal to recurring impact.
01
Diagnose
Where does growth really leak or slow down?
02
Design
ICP, motions, customer journey, metrics, roles and governance.
03
Build
Playbooks, dashboards, diagnostics, workflows and AI tools.
04
Embed
Ownership, operating rhythm and lasting behavioural change.
Grounded in Revenue Architecture, including the Bowtie model and SPICED.
Experience & results
Selected results
From roles and engagements across B2B SaaS scale-ups and enterprise.
€1.1M → €3.1MRecurring revenue growth while leading the commercial organisation
4.2×Increase in average contract value
−60%Reduction in customer churn
2×EMEA revenue
11 + 6Direct and indirect team members led
~€175M CARROrganisation for which I designed the strategic Revenue Architecture
Recognition
Winner, The SaaS Awards
Revenue Operations category, 2025. With LetsGrow.com.
European Bowtie for Growth Momentum Award
Winning by Design European Impact Awards, November 2025. With LetsGrow.com.
Selected work
LetsGrow.com
Sales, Marketing, Customer Success and RevOps brought together into one commercial system, from strategy to day-to-day execution.
30MHz · SwipeGuide
From early commercial validation and market development to structuring and leading international sales organisations.
Working together
Three ways in
Executive Growth Diagnostic
For leaders who want to know why growth slows down or becomes unpredictable, and where to intervene first.
Revenue System Design
ICP, motions, customer journey, metrics, operating model and governance for the next stage of growth.
Fractional Revenue Architecture
Senior capacity, for a defined period, to design, build and embed the commercial system in your organisation.
Looking for a permanent commercial or revenue leader?I’m also open to selected executive roles where building the next growth stage is the real mandate.
Get in touch
About
From sales leadership to Revenue Architecture
I’ve spent more than a decade building, leading and redesigning commercial organisations in international B2B SaaS. Over time, I learned that growth problems rarely belong to one department. They emerge between strategy and execution, between teams, and between what a company measures and the value customers actually experience.
That is why I moved from sales leadership into Revenue Architecture: designing the complete commercial system rather than optimising isolated parts.
- Father of two
- Seven marathons
- Football coach for 25+ years
- Volunteer in sport and culture
Contact
What are you trying to solve?
Tell me a bit about the situation. I’ll get back to you personally.
Prefer LinkedIn? Connect with me there.