Close the gap between potential and consistent execution.
Performance coaching for B2B SaaS founders and revenue teams when growth is exposing gaps in ownership, focus and execution.
14+ years building and scaling B2B SaaS teams.
Trusted by founders, CROs and Sales leaders in Nordic B2B SaaS.
Three situations I work with
Different starting points, same underlying gap: more potential in the people than the organisation currently turns into consistent execution. You'll probably recognise one of these.
A performance system built around you
High performance starts below the surface. So that's where we start — with you. The individual. Who you are, what drives you, how you lead yourself when the pressure is on.
From there we build upward: the team, the leadership, and then the strategy and tactics everyone can see. Because what shows above the surface only holds when what's beneath it is strong.
That's when execution gets clearer, sharper, more consistent. Not just when things are easy. Under pressure. Over time.
When the strategy is right but the execution isn't there yet
You have the strategy, the process and the team. And yet, somewhere between the plan and the result, it leaks.
A rep who knows what to do but defaults to old habits under pressure.
A leader still carrying what the team should own.
An organisation that mistakes motion for progress.
It's not a strategy or a training problem. It's a capacity gap. The individuals and the team aren't yet built to carry the ambition the company has set. That gap is closeable.
14+
Years inside Nordic B2B SaaS — sales, growth and commercial leadership
5 levels
Individual, team, leadership, strategy and tactics — where the gap between potential and consistent execution lives
Hintsa
Performance Coaching Certification — completing 2026
Case: Scaling under pressure
“Structure can feel rigid. In practice, it creates flexibility.”
Einar Michaelsen — Founder of Cirkulær and Circular Resale
What founders and leaders say
Common questions
What people ask before reaching out
Performance coaching helps revenue teams build the clarity, ownership and behavioural consistency needed to execute under pressure.
This is for founders, revenue leaders and revenue teams in B2B SaaS companies where growth, complexity or pressure has created a gap between potential and consistent execution.
Sales training teaches skills and process. Performance coaching builds the human capacity to apply those skills consistently when it's hard. Most teams don't have a knowledge gap. They have an execution gap.
I help with inconsistent execution, weak ownership, lack of focus, founder dependency, pressure, unclear priorities and the gap between knowing what to do and doing it consistently.
Both. I work one-to-one with founders and leaders, and with revenue teams through structured coaching programmes.
Based in Norway. I work with clients across the Nordics, primarily B2B SaaS and growth companies, in English, Swedish or Norwegian.
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Let's talk
This work has to be the right fit for both of us. If you recognise what I've described, a short conversation is the best way to find out.