Who am I: Lorenzo. Fast learner, result-oriented and always curious and eager to learn. I have experience and I am strongly interested in B2B software solutions that optimize processes, improve results, and reduce costs. I like to work in very dynamic and growing contexts (startups, scale-ups)

Let’s connect if you are interested in software, SaaS, startups or if you are eager in start a conversation and sharing best practices about sales, lead generation or growth strategies

Lorenzo Tiberi

Sono ormai 10 anni che lavoro in, costruisco, e scalo team di vendita B2B in Europa. 🇪🇺

E ho imparato una cosa fondamentale: 👉 La teoria non salva mai una pipeline vuota.

Sempre più spesso i clienti di Crono ci dicono: “Bellissima la piattaforma, ma come costruisco un sales process che scali davvero nel 2026?” 

Così mi sono messo all'opera. Insieme alle persone con cui ogni giorno costruiamo Crono, e che hanno fatto "palestre" di vendita come Microsoft, Veeva, Factorial, Teamleader e Salesforce, abbiamo unito i puntini. 🤝

🚀 È nato il Crono Sales Playbook 2026

30+ pagine. Molta pratica e solo la teoria che serve davvero. Dentro trovi:
🔹 Quando usare MEDDPICC vs SPICED (e perché). 
🔹 Come strutturare il team SDR/AE senza bruciare lead. 
🔹 Come rendere le Sales Ops un moltiplicatore (e non un collo di bottiglia). 
🔹 Benchmark AI-first con dati reali.

Se stai costruendo o scalando un team B2B oggi, questa è la guida che avrei voluto avere io 10 anni fa per non sbattere la testa contro i soliti muri. 🛠️

Trovi il link nel primo commento. 👇

#B2BSales #SalesLeadership #SalesOps #Crono #SDR #Startup #Growth #Playbook

The Italian version of our B2B Sales Playbook was a massive success with 1,000+ request 😱 in less than 1 week so we decided to translate it in English as well...

I’ve spent the last 10 years building and scaling B2B sales teams across Europe. 🇪🇺

And I’ve learned one fundamental truth: 👉 Theory never fixed an empty pipeline.

Lately, our customers at Crono keep asking the same thing: “The platform is great, but how do I build a sales process that actually scales in 2026?”

So, I got to work. Together with the team building Crono, veterans from sales powerhouses like Salesforce, Veeva, Factorial, Teamleader, and Microsoft, we connected the dots. 🤝

🚀 The Crono Sales Playbook 2026 is officially here.
30+ pages. Pure practice. Only the theory that actually moves the needle. Inside, you’ll find:

🔹 MEDDPICC vs. SPICED: When to use which (and why). 
🔹 SDR/AE Structure: How to organize your team without burning leads. 
🔹 Sales Ops as a Multiplier: Turning a bottleneck into a growth engine. 
🔹 AI-First Benchmarks: Real data for the modern era.

If you’re building or scaling a B2B team today, this is the guide I wish I had 10 years ago to avoid hitting the usual walls. 🛠️

Check the link in the first comment. 👇

#B2BSales #SalesLeadership #SalesOps #Crono #SDR #Startup #Growth #Playbook

Leading International @Personio | Building community @Pavilion | Architecting Growth @Winning By Design | Showing revenue teams what’s next @GTM OS

Over the past 12 years in SaaS, I’ve seen firsthand where most Founders and Revenue leaders fail: 

- No structured Go-To-Market strategy → Running multiple GTM motions at once. Growth stalls, especially beyond the home market.
- No consistent sales process → Relying on individual performance instead of repeatable systems. No scalable growth engine.
- No clear revenue insights → Looking at blended metrics instead of pinpointing what drives conversions. Low rep productivity, declining ARR per FTE.

I get it. Day-to-day operations take over, and revenue inefficiencies stack up.

The bad news? You’re responsible for fixing it.

The good news? I can help you and your SaaS business.

How I help B2B SaaS teams ($5M-$25M ARR) scale faster:

- GTM & Sales Strategy – Structuring inbound, outbound, and partner strategies across SMB, Mid-Market, and Enterprise.
- Sales Process Optimization – Improving conversion rates and reducing reliance on top performers.
- Playbooks & Execution – Building structured systems, coaching frameworks, and checklists for consistent revenue growth.
- High-Performing Teams – Hiring, developing, and structuring commercial teams with clear accountability.

Results I’ve helped drive:

→ Increased sales team efficiency by 2X through scalable sales team structuring and skill development frameworks.

→ Improved win rates to 25% by implementing structured tactical and operational Go-To-Market tactics.

→ Built GTM playbooks that accelerated ARR growth for early-stage and scaling SaaS companies to $10M ARR.

How we can work together: 

1. Coaching & Advisory – Hands-on support to build a scalable sales engine.
2. On-Demand Sessions – Solving your biggest sales execution challenges.
3. GTM Playbooks & Frameworks – Proven templates for predictable growth.

Scaling isn’t about luck. It’s about building the right systems.

What’s blocking your revenue growth today? Let’s fix it.

DM me and let’s chat.

Koen Stam

Anita has made President's Club 3 years straight. Last year she hit 183% of target while spending Q1 as interim sales leader. Earlier this month, she told 500 colleagues exactly how she does it.
 
It disappointed half the room.
 
If it were up to her, she would keep it quiet. She even called me out on stage. 
"Koen is going to put this on LinkedIn."
 
She was right.
 
Half the room wanted a template. A single tactic. A checklist they could copy.
 
Anita gave them something harder. Pure execution rigor.
 
Here are five things she does consistently that most reps skip.
 
1. She qualifies out early. And she never stops running discovery, even deep into a deal.
 
2. She maps every internal stakeholder. The blockers, the influencers, the people who show up late and kill deals.
 
3. She brings peers and leaders into deal reviews to pressure test risk. Not to show off. To find what she is missing.
 
4. She pulls in partners and customers to validate quality. Social proof from people who are not on her payroll.
 
5. And the thing that ties it all together. She runs every deal through trumpet 🎺, builds a Mutual Action Plan, and uses video to stay present when she is not in the room.
 
No shortcut. No magic script.
 
Just a rep who refuses to wing it on a single deal.
 
That is what 183% looks like up close.

I’m happy to share that I’m starting a new position as Co-chapter Lead the Netherlands 🇳🇱 at Winning by Design Growth Institute!

In 2017 I implemented Winning by Design at Teamleader and something clicked.
 
Bowtie. 
Data model. 
RRR emails. 
Compelling event. 
Emotional vs Rational impact. 
Critical event. 
First impact. 
SPICED. 
SP3V.
 
Every framework made sense. Not because it was trendy. Because it was grounded in how buyers actually buy.
 
I walked out thinking: this is how it should work everywhere.
 
Eight years later, I still think that. Every company I have touched got better when I applied these fundamentals. Every single one.
 
And I have watched enough companies do the opposite. More tools. More headcount. More complexity. Still wondering why growth feels broken.
 
The ones that win have better systems underneath their growth. Better process design. Better architecture across the entire revenue engine.
 
That is what Winning by Design called Revenue Architecture. Now it has evolved into Growth Architecture.
 
Together with André, my partner in crime for over five years and a true operator who lives this work every day, we are launching the Dutch community for the Winning by Design Growth Institute.
 
15+ founding members are already in.
 
On Thursday March 26th we are hosting our first informal introduction here in the Netherlands.
 
This is for founders who are done guessing. 
For GTM operators who want proven systems. 
For fractional leaders who want real frameworks behind their work. 
For investors who want their portfolio companies to scale with structure.
 
If any of that sounds like you, DM me "Growth Institute" and I will send you the details.

3 years of ChatGPT. Thousands of prompts.
 
And I still had to explain who I am every single time.
 
That was the moment I knew it was over.
 
Here is what broke it for me.
 
I write LinkedIn posts, a Substack newsletter, and GTM playbooks every week. Content is how I build trust with founders and GTM operators.
 
And for 3 years, every time I opened ChatGPT, I started from scratch.
 
Pasting my tone of voice. Explaining my audience. Describing what I do and do not write.
 
And still the output read like it could have come from anyone.
 
I tried Claude on a random Wednesday. Built my first project.
 
Uploaded my writing instructions. What to write. How to structure. What to avoid.
 
Then I uploaded 20 previous LinkedIn posts, a few newsletters, and two GTM playbooks I had already written.
 
Something shifted.
 
I recorded a voice note on a walk. Raw thoughts, unfiltered. Pasted it into Claude.
 
And what came back read like me. My words. My rhythm. My edge. No cleanup needed.
 
That never happened with ChatGPT. Not once in 3 years.
 
Here is why it works:
 
1. The instructions tell Claude how I write. My rules, my formatting, my voice.
2. The uploaded content shows Claude what my writing actually looks like in practice.
3. Memory compounds. Every conversation makes the next one sharper.
4. My voice input is always the starting point. The raw thinking stays mine. Claude shapes it, it does not replace it.
5. It pushes back. Questions my structure. Challenges a weak hook. ChatGPT just said yes to everything.
 
The workflow is simple. I think out loud. Claude builds with me.
 
The output sounds like a human who has done the work. Because the input came from one.
 
If you want to try this, start here.
 
Create a project. Upload your best previous work. Write clear instructions on who you are, who you help, and how you talk.
 
Then give it a voice note and see what comes back.
 
Most GTM operators are still using AI the same way they did 12 months ago.
 
Are you?

Saturday morning. 45 minute walk. No music. Just me and something my CRO told me in January that I keep coming back to.

“How you start Q1 defines how your full year gets shaped.”

We had a rough start. Pipeline was slow. Energy was off. The kind of January where you tell yourself there is still time.

Fast forward to today. Halfway through Q1. Almost at 100% year to date. Last week was one of our best weeks for new business all year.

What changed?

Not a new playbook. Not a new hire. We stopped drifting and started correcting. Early.

Here is the thing most operators miss in Q1. You get pulled into execution fast. Day to day takes over. Deals move. Fires start. You feel productive.

But the big programs that define your year need to get shaped in Q1. Delay those and you delay pipeline. Delayed pipeline means delayed conversion. Delayed conversion means your new customer cohort shows up late. And late adoption compounds into a weak H2.

A strong Q1 sets up a strong H1. A strong H1 carries momentum into H2. The math is simple. The discipline is not.

This morning I went out with the dog (she is lovely to babysit André 🐶) and the kids first. Then I kept walking. Alone. 45 minutes, maybe 60. No agenda. Just letting my brain process the week, the last 7 weeks, and the 6 weeks we have left in Q1.

What do I need to keep doing. What do I need to stop. Where do I need to course correct.

You do not have to do this weekly. You do not even have to do it monthly. But some cadence of structured reflection is the difference between operating with clarity and just being busy.

I have started using Claude as my reflection partner. Not for answers. For structure. Every reflection compounds on the last one because it remembers context. It turned scattered thinking into a system.

Busy calendars will always win if you let them. Reflection is how you take back control.

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I scaled a SaaS company from 2M to 10M in under 3 years.
 
The playbook that worked was the opposite of what most teams attempt.
 
We narrowed instead of expanded.
 
Netherlands first.
 
Belgium could wait. The book of business was not large enough and I did not care.
 
We trimmed our ICP from "50 to 500 employees" to something so specific it included industry, desk vs non-desk ratio, and tech stack attributes.
 
We gave our CSM veto power over new pipeline.
 
If we could not make a customer happy, we did not accept the deal.
 
Pipeline went down.
 
Win rates hit 34%. ACV went up. Cost of acquisition dropped.
 
Every growth ceiling I have hit in the last decade taught me the same thing.
 
The answer was never more channels, more headcount, more spend.
 
The answer was better execution, better focus, better discipline on what actually moves pipeline.
 
I spent the last months turning that lesson into a system.
 
The GTM Channel Reset Playbook.
 
12 steps across 3 phases. Built on 10+ years of GTM leadership and backed by 100,000+ signals from operators and founders.
 
It includes a self-assessment, a full workbook, an implementation timeline, and a cadence pack to keep the system running.
 
I am publishing it in 3 parts this week on my Substack.
 
Part 1 and 2 are free. Monday and Wednesday.
 
Both designed so you can take what you read and apply it in your day to day immediately.
 
Part 3 drops Friday exclusively for paid subscribers, including the full workbook, implementation timeline, and cadence pack.
 
Part 1 drops today.
 
This playbook is also the foundation of my first GTM OS Cohort.
 
12 weeks. Weekly office hours. All the learnings from 10+ years of scaling SaaS companies, packaged into one program.
 
Starting April.
 
Keep an eye on my posts in the coming weeks.
 
Link in the comments.

I nudged one of my reps to start using Mutual Action Plans on her 25K+ deals.
 
A few months later she messaged me:
 
"I used it pretty much on every opp I won this quarter. And the customers love it."
 
That did not surprise me.
 
Here is what most sellers miss.
 
9 out of 10 of your buyers have never bought your category of software at their current company. They do not know the process, they do not know who to align internally, and they do not know where things can go wrong.
 
That fear kills deals.
 
A Mutual Action Plan removes it. You give the buyer a clear path because you have guided hundreds of buyers before them.
 
But something else happens that most sellers do not expect.
 
The MAP makes your champion look good. When they share a structured, professional plan with their CFO or VP, it signals they have done their homework. I have watched champions go from hesitant to loop in stakeholders to actively pulling them in, because the MAP gave them the confidence to own the process internally.
 
That changes the buying dynamic completely.
 
The data backs it up:
 
1. Deals with a MAP have a 60% win rate. Without one: 29%.
2. MAPs with 6 to 10 completed steps hit 84%.
3. MAPs with 11 to 15 completed steps reach 92%.
4. The sweet spot sits between 6 and 20 total steps. Beyond 30, win rates drop back to baseline.
 
My rep did not just close more deals.
 
She gave her buyers the confidence to move forward. And her champions the credibility to bring others along.
 
We run our MAPs in trumpet 🎺. That is where it started for her. One nudge, one tool, one quarter of closed deals.

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The Battle

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