The Person Behind the Wingman
I'm Jeroen Ederveen. I help B2B tech and SaaS leaders turn fragmented growth efforts into a predictable, AI-native revenue engine.
Operate, Scale, Excel
I've spent two decades building and scaling B2B commercial engines. From early-stage startups to enterprise scale-ups, with a focus on demand generation, go-to-market strategy, and, increasingly, AI-native revenue operations.
Currently, I'm Sr. Director of Global Demand Generation and Country Lead (NL) at a hyper-growth B2B SaaS company, where I've helped grow the business from Series A to Series E (a $100M to $2B valuation, $10M to $160M ARR) while building one of the leanest, most AI-first marketing teams in the category: 23 people down to 6, scaling toward 10 in FY27, while the business itself keeps growing. Before that, I led marketing and GTM across FinTech, SaaS, and global B2B software companies, spanning markets from the Netherlands to the US to 33 countries at once.
Milestones of Impact
Scaled a hyper-growth SaaS company through Series A to E
Series A to Series E. $100M to $2B valuation, $10M to $160M ARR. While cutting marketing headcount from 23 to 6 through AI-native workflows, not attrition.
Built a demand generation engine driving 43% of enterprise pipeline
Scaling toward a 50%/$60M pipeline contribution in FY27, through a data-driven ABM strategy spanning 250 Tier 1–3 enterprise accounts.
Operates inside the modern AI-native stack daily
Clay and Claude for automated outbound sequencing, Demandbase/6Sense for intent-driven ABM orchestration. Built and run hands-on, not advised on from the sidelines.
520% increase in pipeline attribution at an earlier B2B software company
Built an integrated Sales & Marketing funnel inside the CRM, driving over 200% revenue growth through targeted demand generation and lifecycle marketing.
Global go-to-market execution
Drove online marketing strategy across 33 countries at a global B2B software company, and was an early launch partner for a major social platform's marketing solutions in 2010.
How I Work
Direct, no fluff
Strategic advice grounded in what actually moves pipeline, not vanity metrics.
AI-native, not AI-for-show
I build automation and AI workflows that remove manual toil. Not chatbot gimmicks bolted onto the same broken process.
Flexible engagement
Ongoing strategic retainer or a focused, time-boxed project. Whichever matches where you actually are.
Let's talk about your growth engine
If you're a founder, CEO, or CRO wrestling with fragmented growth efforts, I'd like to hear about it.