INTERIM MD · CRO
Career
2026 – NOW
Managing Director · IRM360
INTERIM · SAAS · INVESTOR-BACKED · 12 FTE
IRM360 makes CyberManager, software that lets organisations demonstrate that their information security, privacy, AI use and business continuity are in order to be compliant. Clients include municipalities, healthcare institutions, critical entities and SMEs. The company is investor-backed. As interim managing director I carry full profit and loss responsibility and report directly to the investor.
The full case study will follow once the assignment is completed.
2025
Fractional CRO · BIMcollab
FRACTIONAL · SCALE-UP · 140 FTE · INTERNATIONAL · 12 MONTHS
RESULT
Double-digit ARR growth, despite the internal restructuring. A competent leadership team and a well-embedded way of working are in place, so the new CRO could start straight away from a stable base.
A SaaS scale-up of 140 FTE where the growth ambition collided with organisational reality. The commercial organisation had been running stiffly for some time and struggled to scale. I was operational lead for Sales, Marketing and Customer Success while leading the rebuild in parallel.
- Recalibrated the go-to-market strategy and started regional GTM pods, in which Sales, Marketing and Customer Success work together per region, as a first step towards RevOps.
- Sharpened OKR management and set up a fixed meeting cadence, bringing focus and rhythm.
- Started a new positioning, from features and functions to customer value, including the first AI use cases.
- Supported the CEO in drawing sometimes tough conclusions during a period of staff changes. The commercial management team was renewed and gained seniority.
“I greatly valued sparring together on approach and next steps, and it had a real effect on how the leadership team functioned as a whole.”
Erik Pijnenburg, CEO BIMcollab
2024 – 2025
Interim GTM lead · Ctac
INTERIM · LISTED COMPANY · 450 FTE · 10 MONTHS
RESULT
Propositions that have been sharpened and fit market needs. The teams now take charge themselves, which allowed my involvement to be scaled back in the final phase.
Ctac, listed and 450 FTE, had its strategy ready: five commercial core themes. Translating them into market-driven propositions stalled on the complexity of a group spanning countries, subsidiaries and business units. The CEO wanted support to accelerate that change across the whole group.
- Assessed the twelve existing propositions with the stakeholders on 19 points of market maturity.
- Had experts from countries, subsidiaries and business units work together on their propositions at group level.
- In the managed services proposition, brought technical and functional management, previously separate worlds, together into one integrated department.
- Set a fixed monthly cadence of check-ins and transparent reporting, making progress measurable.
“With his calm and decisive approach, Michiel took our propositions to a higher level.”
Gerben Moerland, CEO Ctac
2024
Fractional CCO · Plugz
FRACTIONAL · SAAS START-UP · 12 FTE · 10 MONTHS
RESULT
Two strategic partnerships with international players and a constant flow of qualified inbound leads. Quotes and demos take a fraction of the time they used to.
A start-up of 12 FTE in smart charging for electric vehicles. After two years there was a strong solution, but sales relied entirely on the founders, which put a ceiling on growth.
- Made the pivot to a partner strategy together with the CEO, with charge point operators as resellers, fed by inbound marketing and an inside sales team.
- Introduced HubSpot CRM and OKRs and standardised the workflows for demos and quotes.
- Made the proposition sellable for resellers, with standardised sales material and onboarding kits.
- Trained and coached the team in sales and lead generation.
“Beyond his substantive contribution and approach, the way he facilitates the process is a huge gain for the team dynamics.”
Roel Pennings, CEO Plugz
2020 – 2023
Business Development Director, leadership team · Cadac Group
EMPLOYED · LEADERSHIP TEAM · 250 FTE
RESULT
One commercial organisation, set up for the growth target and run through a fixed leadership-team cadence.
Cadac had a clear growth target, but the commercial organisation wasn’t set up for it. As a member of the leadership team, I worked directly with the CEO and CTO on the commercial overhaul.
- Brought sales, marketing and inside sales together in one GTM organisation of 47 people.
- Set up twelve solution centres by product-market combination, 48 people in total.
- Integrated the commercial teams after the acquisition of NedGraphics and brought Cadac Compass to market.
- Introduced Sales & Operations Planning and OKRs in the leadership team.
2015 – 2020
Business Unit Manager Manufacturing · Ctac
EMPLOYED · BUSINESS UNIT · CORE TEAM OF 10
RESULT
In 2019, Manufacturing was Ctac’s best-performing market, with €10 million in revenue.
Responsible for commercial growth in manufacturing, with a core team of ten people and SAP projects of more than 500 days.
- Established the Slimste Fabriek (‘Smartest Factory’) brand, backed by a full services portfolio.
- Launched S/4HANA Cloud and drove its adoption within the target group.
- Structured the collaboration between sales, consultancy and marketing, with KPIs for lead generation.
1999 – 2014
Sales and business development · various organisations
This is where I learned the trade from the ground up: sales in logistics and in software for manufacturing, logistics training programmes for accounts such as Philips, Akzo and the Dutch Ministry of Defence, and a secondment branch I set up myself and grew to seven people in the field within eighteen months. At a software company, I chaired the first works council.
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