The Accidental Commercial
Most companies don’t have a commercial system. They have a salesperson.
This is not a newsletter about closing techniques. It’s about the machine underneath — the processes that let a business generate leads, close them, and forecast revenue in a way that scales and doesn’t live inside one person’s head.
I write it as a series of chapters, each building toward one idea: how to see a commercial system, so you stop chasing recipes and start reasoning about your own.
The chapters organize around five claims:
You don’t have a commercial system.
To build one, everyone has to speak the same language.
You set the machine up before you feed it.
Someone runs that machine — and it isn’t you.
CRO is not the name of a hamburger.
One idea at a time.
Now… who am I to say this?
I’m someone who had to do this in practice.
I’ve built these systems more than once, in different shapes. At Motofil I built the company’s first cloud CRM from scratch — no template, no consultant — designed the process and ran the pre-sales team. That alone moved conversion up 30%.
At AGT Robotics I inherited a European operation dependent on a single market and built the rest of it: 16 agents across 16 countries, the first SDR function, the first regional marketing hire — and inside 18 months we beat the previous European booking record by 19%.
There was no manual, this is why I think it’s valuable to build one.
I started in sales because my Master’s was at night and I needed the money. I had no references inside the company or out that could help me build sales as a system. So I read the books, had the conversations, built my own map.
That’s what this is for: readers who want to be chefs, not cooks. Think of me not as a Master but as a Guide — someone a bit further down the path, showing you around the kitchen.
If that’s the map you’ve been missing, subscribe — one chapter at a time.
And if you’re building something now and want a second set of eyes on the system, reply or DM. I take a handful of diagnostic conversations.
