#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible

What does it take for a hardware company to build a successful software business? In this episode, Mikkel Bach-Andersen and Brian Andersen explore the real challenges behind the shift. From go-to-market models and new buyer dynamics to organizational resistance and incentive design, they unpack lessons from companies like Trackunit and FOSS that made it work and why so many others failed.

On this week’s Growth Agenda Podcast, Bart sits down with Anders Buchman, VP Commercial at Upry, to unpack a simpler, smarter way to build your go-to-market strategy and scale a high-impact team. Ready to discover where B2B growth really comes from? 

In this episode, we sit down with Natasha Lindsey, Director of Global Sales Enablement at Jabra, to explore what it really takes to drive lasting sales transformation. From managing 500+ stakeholders to rolling out global programs across diverse sales models, Natasha shares hard-earned lessons on what works—and what doesn’t—when trying to change how people sell. We talk enablement, coaching, AI, and the shift from feature selling to true value selling. Whether you're in sales, enablement, or leadership, this episode will challenge how you think about building a commercial organization that actually drives impact.

This episode explores The New Growth Agenda, a book designed to help commercial leaders identify new growth opportunities. The conversation between the three authors, Martijn, Brian and Oliver, covers the inspiration behind the book, key insights from a survey of 150 senior leaders, and practical strategies for navigating today’s complex buying landscape. From rethinking sales structures to adapting marketing for sustained impact, the discussion provides actionable advice for driving commercial success.   Tune in for fresh perspectives on organic growth in a changing business environment.

Just before Christmas, Jeppe and Martin had the pleasure of inviting Brand Strategy Consultant, Mats Urde, into the podcast studio. Mats shares his journey from case-based teaching to consulting and the development of his framework in his book "The Brand Matrix." They discuss the importance of aligning internal culture with external promises, how to manage corporate branding transformations, and the pitfalls of neglecting your organization's identity.  With engaging stories, from building sustainable brands to a passion for Icelandic horses - this is an episode you don't want to miss.   We hope you enjoy today's episode!

In this episode, Carsten Pingel, Partner at Kvadrant Consulting, has his podcast debut in the Palægade studio; joined by Toke Lund, CEO, Partner, and Founder of Enterspeed. Together, they explore Toke's extensive experience in the B2B space, delving into the principles that drive sustained growth. From understanding the power of simplicity to mastering responsiveness in a world of constant change, this conversation uncovers actionable strategies to unlock commercial value. Tune in for practical insights and stories that will inspire your approach to growth and transformation.   We hope you enjoy today's episode!

In this episode, Mikkel Bach-Andersen, Senior Partner, and Martin Mariussen, Partner, discuss the evolution of account management, shifting from static annual plans to dynamic, monthly engagement models. They examine common pitfalls, like misallocating resources and overinvesting in smaller accounts, and emphasize the skills needed for key account managers to become orchestrators rather than lone operators. Packed with practical advice, this episode is a must-listen for sales leaders and account managers looking to build stronger customer relationships, optimize account plans, and take on the "playmaker" role crucial for navigating complex, multi-stakeholder accounts.   We hope you enjoy today's episode!

In this episode, Jeppe and Martin sit down with Novonesis' Head of Sales & Business Development, Alexander Broe. They explore his fascinating career journey, from endurance sports enthusiast to navigating the corporate world, including his transitions from procurement to sales, marketing, and distributor management. Alexander shares insights into how companies can effectively bridge the gap between B2B and B2C, the challenges of managing distributors across global markets, and how to create real-world impact by developing innovative products. This conversation offers a wealth of knowledge on sales strategy, distributor relationships, and the future of consumer health trends, particularly in probiotics and the gut-brain axis.  We hope you enjoy today's episode!

What makes a top sales leader? How do you scale success across global markets? How can leaders adapt and thrive in ever-changing business landscapes? These are among the questions today's episode seek to answer. Oliver Lund Storgaard, Director at Kvadrant Consulting, and Jeppe Andersen, Senior Consultant, sit down with Global Sr. Manager Sales Operating Model & Deployment at VELUX, Daniel Mann. Together, they explore Daniel’s journey through the world of sales, from his early days as a frontline sales rep to leading global initiatives that empower sales teams across multiple markets. Along the way, Daniel shares his insights on transitioning from individual sales success to coaching and leading others, balancing global strategy with local execution, and driving real impact in a fast-moving commercial environment. His story provides inspiration and practical advice for sales professionals and leaders looking to navigate complex organizational structures and succeed in a global role. We hope you enjoy this episode!

What drives success in the fintech world? Is digital banking redefining the financial landscape? What does it take to succeed in digital banking? In this episode, Martin Nyvang Mariussen, Partner at Kvadrant Consulting, and Jeppe Andersen, Senior Consultant, sit down with Camilla Frøsig, Head of Banking Services, Commercial, from LUNAR - the leading digital bank in the Nordics. Together, they dive into Camilla’s journey through the fintech world, exploring her experiences with big, complex deals, building meaningful partnerships, and navigating the fast-paced digital banking landscape . While searching for answers to the questions above, Camilla shares her insights and challenges, offering inspiration and practical wisdom for sales professionals and commercial leaders alike. We hope you enjoy today's episode!