Fractional GTM leadership for B2B SaaS and AI

Build a revenue engine that grows with you.

We build the revenue system that lets you scale without adding headcount, so your team spends its time with customers.

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For founders

Move beyond founder-led sales

Turn what works today into a repeatable, scalable revenue organization.

See how we work For revenue leaders

Make your GTM team AI-ready

Free your sellers from back-office work and point that time at the customer.

See the problem

GTM experience built across

ChannelEngine
Guardey
Shopify
Inretrn
Salesforce
Scayle
Winning by Design Ambassador

The problem

Your growth still runs on more hires and more effort.

Marketing, sales and customer success optimize in silos. Data is fragmented, acquisition costs rise faster than qualified pipeline, and customers don’t reliably reach value. AI won’t fix a broken go-to-market model. It will expose it faster.

What has to change

TechnologyAI that does the work

Research, recaps, proposals and CRM updates run in the background, on one shared view of the customer.

ProcessDelivering the impact

Buyers pay for outcomes. The revenue system follows the customer past the signature into adoption and expansion.

PeopleFull-cycle customer ownership

Sellers build the authority, expertise and leadership to own each client relationship end to end, guide it toward impact and grow the account.

Approach

From diagnosis to a revenue system your team owns.

We map the full customer lifecycle with Winning by Design’s Revenue Architecture, then fix the constraints that matter most. Start where you need us, scale as you grow.

START HERE1Diagnose

GTM Diagnostic

Find the revenue bottlenecks across the customer lifecycle and set a clear performance baseline.

You getA performance baseline and bottleneck map.

2Design

Revenue Architecture

Design the revenue operating model: lifecycle metrics, CRM logic, pipeline stages, forecasting and cadence.

You getA prioritized roadmap with owners and KPIs.

3Execute

Fractional GTM Leadership

Embedded leadership to refine the ICP, build pipeline, design the sales process and align the team.

You getAn operating revenue system your team owns.

Also available

GTM Enablement & Coaching. Value selling, qualification, business cases, multi-threading and leadership routines, plus helping sellers put AI to work so they spend more time with customers.

Results

Faster growth, better efficiency, more predictable revenue.

Revenue velocity

Convert more opportunities into revenue, faster.

Conversion
Cycle length
Pipeline velocity

GTM efficiency

Scale revenue without scaling headcount and cost at the same rate.

Revenue / FTE
CAC payback
Cost / opp

Retention & expansion

Grow lifetime value through adoption, renewal and expansion.

NRR
GRR
Expansion ARR

Predictability

Decide with reliable forecasts and clear performance insight.

Forecast accuracy
Coverage
Variance

GuardeyRevenue Architecture

Evert combines strategy, structure, and leadership with genuine energy. He doesn't just talk about growth, he helped us build the foundations to sustain it.

Joeri van de Watering, Co-Founder & CEO

Delivered: Revenue Architecture, KPI frameworks and a partner sales operating model.
Results: PredictabilityOne revenue language and a forecast to steer by.GTM efficiencyA partner channel built to scale without scaling headcount.

ChannelEngineGTM Enablement & Coaching

Evert helped us bring more structure, discipline, and strategic focus into our upmarket sales motion.

Dex van Hofwegen, VP Sales

Delivered: SPICED-based enablement, enterprise deal coaching, account planning and sales management support.
Results: Revenue velocitySharper qualification and stronger momentum in enterprise deals.PredictabilityDisciplined deal reviews and a more reliable forecast.

Evert HemelaarFractional GTM Leader

About

I’ve sold it, scaled it and built it.

Six years at Salesforce in enterprise and commercial sales: new business, retention and expansion revenue across large global accounts, inside a mature revenue operations model. Then three years as Country Manager Benelux at Scayle, building the regional go-to-market operation from the ground up: technology, process and team.

Since 2025, The Growth Wave brings that experience to B2B SaaS companies such as Guardey, ChannelEngine and Shopify, helping them accelerate revenue growth by changing technology, process and people together, so sellers spend their time delivering impact for customers.

2025 → nowThe Growth WaveFractional GTM Leader

Revenue architecture, GTM leadership and enablement for scaling B2B SaaS and AI companies.

2022 – 2025ScayleCountry Manager Benelux

Led Scayle’s international expansion into the Benelux, responsible for the full go-to-market operation in the region.

2016 – 2022SalesforceEnterprise Corporate Sales

Drove retention and expansion revenue across large global accounts, plus new business in the commercial segment.

Winning by Design AmbassadorCertified Revenue Architect

Next step · 60-minute intro call

Where is your revenue engine losing momentum?

In one hour we map where your revenue engine loses momentum and agree on the first two or three moves to unlock growth. No sales pitch, no obligation.

Book an intro call

ContactEvert Hemelaar

Emailevert@thegrowthwave.io

Phone+31 6 2534 2110

LinkedInin/everthemelaar