Description

Most sales organisations don’t fail because of strategy. They fail in execution!

I help B2B sales teams improve performance where it actually breaks down:

- weak qualification

- stalled deals

- difficulty defending value

- unreliable pipelines

- limited impact of sales managers

I operate both as consultant and trainer, combining structured frameworks, performance-driven training and hands-on work on pipeline and live opportunities to drive measurable business impact.

My training is always anchored in real situations, ensuring that behavioral development (communication, influence, stakeholder conversations) directly translates into improved execution in the field.

Experience:

- 19+ years across EMEA (sales & enablement)

- programmes deployed across 15+ countries

- 500+ sales professionals supported

I typically support initiatives such as sales execution diagnostics, training programmes, sales manager enablement and deal/pipeline optimisation.

I help organisations turn strategy into consistent, scalable execution.

Languages

French
Native or bilingual
Arabic
Conversational
English
Fluent
Spanish
Fluent

Workplace preferences

Can work on-site

Brussels (up to 50km)

CANON EUROPE
Senior Sales performance & commercial capability Consultant
TECH
January 2019 - January 2026 (7 years)
Brussels, Belgium
•Architected and deployed a pan-EMEA sales capability system across 15 countries, aligning competency frameworks, sales behaviours and execution standards to improve consistency and performance at scale.
•Strengthened sales execution discipline by embedding structured approaches to qualification, value articulation and deal progression across ~500 sales professionals.
•Improved pipeline quality, deal progression and forecast reliability by introducing common sales frameworks and execution standards across National Sales Organisations (NSOs).
•Designed and scaled a Sales Manager Development Programme (97 managers), equipping managers to drive performance through coaching, deal reviews and pipeline governance.
•Developed and implemented a Channel Management Development Programme (117 business development managers), increasing partner effectiveness and commercial alignment.
•Created and deployed “Grow Performance in Sales” (GPS), a core sales methodology standardizing sales practices and enabling consistent capability development across EMEA.
•Led performance diagnostics and Learning Needs Analyses (LNA), identifying execution gaps and translating them into targeted capability interventions.
•Designed and facilitated performance-driven programmes (ILT & virtual), anchored in live deals, pipeline challenges and real business scenarios to ensure behavioral adoption.
•Partnered with Sales leadership, HR and L&D to align capability development with strategic priorities, driving adoption and long-term performance improvement.
Sales capability architecture and framework design Sales leadership enablement and governance Performance diagnostics and behavioral Change
CANON EUROPE
Sales & business Development Manager, Graphic & Communications Group
January 2017 - December 2018 (1 year and 11 months)
Regional role supporting growth plans and commercial execution across National Sales Organizations (NSOs).
• • Partnered with different national sales organizations to diagnose commercial constraints and build action plans supporting target achievement.
• • Produced leadership-ready reporting and market feedback to inform pipeline focus and go-to-market priorities.
• • Strengthened cross-functional alignment across Sales, Marketing, R&D and Manufacturing to accelerate initiatives.
CANON BELGIUM
Account & Key Account Manager, Production Printing (Industrial & Production Solutions)
February 2007 - December 2017 (10 years and 10 months)
• • Owned a strategic B2B territory in wide-format production printing, driving growth through complex solution selling and disciplined account execution.
• • Managed 50+ customer accounts worth €1M+ annually, owning forecasting, pipeline governance, and contract/service reviews.
• • Led long-cycle deals for UV flatbed, roll-to-roll, and cuting solutions, expanding key accounts through consultative selling, stakeholder mapping, competitive displacement, and structured churn/renewal actions.