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 commercial leader and operator with 20+ years of experience scaling vertical software companies. My work sits at the intersection of strategy and execution — I design go-to-market architectures, build revenue organisations, and help software businesses transform their commercial engine from founder-led to professionally scaled.
I have held CRO roles at Spacewell (Nemetschek Group) and Magnet.me, and earlier led enterprise expansion for GitHub across Northern Europe during the period leading up to the Microsoft acquisition. In each role, the challenge was the same: strong product, strong customers — commercial engine not yet at the level the business deserved.
I work with the tools that the best commercial organisations use today — including identifying and implementing practical AI solutions where they genuinely accelerate results. Pipeline intelligence, workflow automation, forecasting improvement: not as innovation for its own sake, but as an operator who applies what works.
Based in Amsterdam, I work with companies across Europe and internationally. I take on full-time operator roles with end-to-end commercial or business ownership, as well as fractional CRO engagements and advisory mandates with software portfolio companies.
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.