Most B2B marketers try to fix everything at once. I'll show you how to find your bottleneck, so you can focus on what actually moves the needle.
Most B2B marketers are either Random Rick (trying everything) or Specialist Steve (obsessed with one channel). But there's a better way. Solid Sarah finds her bottleneck and works on that instead.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
When you optimise the entire customer journey, you have more opportunities for growth. When you master all four, you drive predictable revenue with small changes.
Build a predictable, always-on demand engine that compounds traffic and attention instead of chasing one-off campaigns.
Build a marketing funnel that captures, qualifies, and nurtures leads automatically so your pipeline never runs dry.
Turn your pipeline into a predictable system that converts qualified leads into paying clients consistently and confidently.
Maximise the value of every client relationship by improving retention, loyalty, and lifetime revenue.
The weakest link of growth is where you can find the easiest improvements. Finding your bottleneck is the easiest way to improve fast and not get overwhelmed, because you work on one thing at a time.
In this example, the marketing funnel is the bottleneck. Even if demand generation improves, leads won't convert without a stronger funnel. So you need to work on the marketing funnel to get the most results.
The first step to predictable B2B growth is knowing what’s holding you back. Join the free 7-day email course and learn:
How to identify which part of your funnel limits growth
What metrics reveal the true bottleneck
How to apply simple fixes that generate momentum fast
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Since 2010, I've executed growth for my own companies and many clients.
At Decathlon Netherlands, I advise the e-commerce team each quarter on growth. The role allowed me to validate my growth framework at enterprise scale while also delivering training over several years.
2018 - present
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At Kees de Boekhouder, the largest independent bookkeeper in the Netherlands, I introduced a structured growth rhythm. Within five months revenue was back on target.
May 2024 - October 2024
I supported Ligo, a legal tech scale-up preparing for acquisition, by redesigning the customer journey and improving automation in HubSpot. The work reduced churn and improved client retention.
Nov 2023 - March 2024
At BridgeFund, one of the fastest-growing scale-ups in the Netherlands, I first improved website conversion through structured testing. Afterwards, I mentored their in-house marketer to embed CRO capabilities.
May 2024 - October 2024
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In an interim role, built growth operations for Yaya’s e-commerce team. Introduced weekly dashboards, optimised paid acquisition, improved conversion through A/B testing, and prepared the ground for a smooth transition to a permanent manager.
May 2016 - Dec 2016
Grew the agency into a scalable B2B services company by building the inbound funnel, leading sales, and expanding the team to 11 while maintaining strong client relationships.
May 2024 - October 2024
Co-founder of a Pipedrive-focused B2B CRM agency. Built the inbound funnel and lead generation engine that helped position the company as one of only two Pipedrive Premium agencies in the Netherlands.
Oct 2020 - May 2024
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Co-created the first growth training in 2015 and taught every cohort for the next decade. Delivered workshops to hundreds of marketers and refined frameworks through their questions and experiments.
Jan 2016 - present
Responsible for growth at HotelGift, building a team and driving experiments across paid acquisition, conversion optimisation and retention to lift bookings and repeat use.
Jun 2016 - Jul 2017
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Brought A/B testing to NU.nl, one of the Netherlands’ largest news sites. Created an optimisation roadmap, ran research and tests, and helped establish an internal experimentation agency that still drives decisions today.
May 2016 - Dec 2016
