Joris van Kappen: LinkedIn Content Strategy & Writing Style

Everyone thinks marketing fails because of execution. Until they realize the role was never designed to make revenue repeatable. When responsibilities are unclear, growth depends on luck: → Campaigns…

Founder-led sales got you traction. It’s also what will cap your growth. The breaking point is predictable: You hire your first AE or Head of Sales. And suddenly: → win rate drops → deals slow down…

Go-to-market advice is noisy for a simple reason: It ignores product type. Founders keep asking → Should we do outbound? → Should we invest in content? → Should we hire sales? Those are the wrong…

One month pipeline looks healthy. The next it drops. Forecasts get revised. Deals that should close don’t. So more gets added: → a new channel → a new campaign → another hire Activity goes up. Co…

Most scaling B2B SaaS companies already have all the parts: → positioning work → demand programs → a sales process → onboarding → RevOps → dashboards What is missing is the operating model that conne…

If every proposal is different, you don't have a product to sell. Deals don’t repeat because the product is undefined at the moment of sale. You see it play out in every deal: → Different scope per…