The
Growth
Wave
Building revenue systems for B2B SaaS in the age of AI
The Growth Wave helps scaling SaaS companies build the revenue architecture, GTM motions, and commercial leadership required to scale with clarity, discipline, and predictability.
As traditional SaaS growth playbooks lose effectiveness, teams need more than activity, tools, or headcount. They need a structured revenue system built around lifecycle metrics, disciplined execution, stronger GTM leadership, and people who know how to operate it.
We partner with founder-led and scaling SaaS teams to design, execute, and embed modern go-to-market systems across sales, marketing, RevOps, partnerships, customer success, and expansion, without the need for immediate full-time senior hires.
revenue leaders in B2B SaaS
The old B2B SaaS growth model is under pressure
Revenue systems are fragmented
Most SaaS teams lack one clear operating model across the full customer lifecycle. Metrics, CRM logic, pipeline stages, forecasting, retention, and expansion often remain disconnected.
GTM execution is too inconsistent
Sales, marketing, CS, RevOps, and partnerships need to move as one system. Without clear ownership, cadence, and motion design, growth becomes harder to predict and scale.
Commercial teams need new capabilities
Buyers self-direct, ignore generic outreach, and expect relevance and trust. Teams need stronger value selling, stakeholder management, business case discipline, coaching, and AI-enabled ways of working.
What we do
We help B2B SaaS companies move from fragmented growth efforts to a scalable, repeatable revenue engine.
Our work combines technology, process, and people, because sustainable growth only happens when all three are aligned.
1
Revenue Architecture
RevOps, Metrics & Model
We design the revenue backbone required to scale: lifecycle metrics, CRM logic, pipeline stages, qualification, forecasting, dashboards, and operating cadence.
This gives leadership one clear view of where growth compounds, where revenue leaks, and which bottlenecks need to be fixed first.
Outcome: better visibility, predictability, and decision-making across the full customer lifecycle.
2
Fractional GTM Leadership
Strategy, Motions & Execution
We step in as a senior GTM operator to design and execute commercial motions across sales, marketing, CS, RevOps, partnerships, and international expansion.
This includes ICP refinement, segmentation, pipeline generation, sales process design, partner activation, forecast cadence, and team alignment.
Outcome: sharper priorities, stronger execution rhythm, and faster progress without immediately hiring full-time senior GTM leadership.
3
Academy & Coaching
Capability, Coaching & Skills
We develop the people who operate the growth system through coaching, enablement, and practical application in real customer situations.
This includes value selling, qualification, business case development, stakeholder management, multi-threading, leadership routines, and commercial confidence.
Outcome: better customer conversations, stronger deal execution, and more disciplined commercial performance.
Why
The
Growth
Wave?
One integrated GTM perspective
We connect revenue architecture, GTM execution, and capability building in one operating model. This allows us to understand how the organization works today, define where it needs to go, and move strategy and execution forward in parallel.
Real-life SaaS operating experience
The Growth Wave is built on hands-on experience inside fast-paced, high-growth B2B SaaS organizations. We have led teams, closed complex deals, built GTM motions, and operated across sales, sales operations, international expansion, and commercial leadership.
Proven frameworks, pragmatically applied
As a Winning by Design Certified Revenue Architect, we apply proven revenue architecture principles, bowtie models, lifecycle metrics, and modern GTM frameworks, always adapted to the company’s stage, market, motion, and growth ambition.
Our vision
Building the operating model for the next era of B2B SaaS growth
We believe B2B SaaS growth is entering a new era
In the age of AI, sustainable growth is no longer driven by volume, automation, or push-based sales alone. It is driven by trust, data, customer-led buying, and disciplined execution.
Growth requires a stronger operating system
SaaS companies need more than isolated sales, marketing, CS, or RevOps initiatives. They need strong revenue architecture, modern GTM motions, and commercial teams that know how to operate them.
Our ambition is to help lead that shift
The Growth Wave helps B2B SaaS companies build scalable go-to-market engines that combine technology, human judgment, revenue discipline, and empowered commercial teams.
Evert Hemelaar
Founder & GTM Advisor
Ready to build a more
scalable revenue engine?
If your GTM model feels fragmented, founder-dependent, or increasingly expensive, it is time to rethink the system, not just the tactics.
We typically start with a focused diagnostic across revenue architecture, GTM motions, and commercial capability to identify where growth is blocked and what to fix first.