Close the gap between strategy and execution.
Performance coaching for B2B SaaS founders and revenue teams when growth is exposing gaps in ownership, focus and execution.
14+ years building and scaling B2B SaaS teams.
Trusted by founders, CRO's and VP Sales leaders in Nordic B2B SaaS.
A performance system built around you
High performance starts below the surface. So that's where we start — with you. The individual. Who you are, what drives you, how you lead yourself when the pressure is on.
From there we build upward: the team, the leadership, and then the strategy and tactics everyone can see. Because what shows above the surface only holds when what's beneath it is strong.
That's when execution gets clearer, sharper, more consistent. Not just when things are easy. Under pressure. Over time.
When the strategy is right but the execution isn't there yet
You have the strategy, the process and the team. And yet, somewhere between the plan and the result, it leaks.
A rep who knows what to do but defaults to old habits under pressure.
A leader still carrying what the team should own.
An organisation that mistakes motion for progress.
It's not a strategy or a training problem. It's a capacity gap. The individuals and the team aren't yet built to carry the ambition the company has set. That gap is closeable.
Who this is for
From trying to grow, to scaling with consistency.
I work with founders, revenue leaders and revenue teams in Nordic B2B SaaS — specifically in the moment when a company needs to go from trying to grow, to actually scaling. You might recognise one of these:
The strategy is clear but the behaviour hasn't changed.
The team is busy but not intentional.
You've trained, enabled and communicated, and the gap is still there.
Growth is exposing limits in leadership, ownership and execution that weren't visible when you were smaller.
14+
Years inside Nordic B2B SaaS — sales, growth and commercial leadership
5 levels
Individual, team, leadership, strategy and tactics — where the gap between strategy and execution lives
Hintsa
Performance Coaching Certification — completing 2026
Free 3-minute assessment
Get your Executive Performance Score
A free 3-minute assessment that shows where your performance system is strong — and where it may be leaking energy, focus, clarity or resilience. You get your score, your strongest area, your biggest constraint and practical next steps.
Case: Scaling under pressure
See how this works inside a real scaling environment.
Structure, Energy, and Performance Under Pressure
Einar Michaelsen — Founder of Cirkulær and Circular Resale
The starting point
Einar leads two fast-growing companies. The challenge was never motivation — he has that in abundance. The challenge was capacity over time. Mondays started reactively, the priority list was always longer than the time available, and energy fluctuated with the pressure. He didn't want to work less. He wanted to function better.
The approach
The collaboration was built on three principles: structure before pace, capacity before optimization, small adjustments before big changes. The core was weekly calibration — 15 minutes every Sunday to evaluate the past week, clarify the top priorities, and make sure energy-giving activities actually had a place in the calendar. Instead of optimizing productivity in isolation, we worked with energy as a strategic resource — including an identity shift from "I want to exercise more" to "I am someone who exercises every day."
Results
During this period, the companies launched four new pilots, opened two new stores, and operated at a high growth pace. The difference isn't felt as more work, but as:
- More stable energy
- Clearer priorities
- Greater capacity over time
- Lower risk of overwhelm
Who this is for
Founders and leaders with high levels of responsibility — who are already performing well, and who want to operate at an even higher level.
“Structure can feel rigid. In practice, it creates flexibility.”
Einar Michaelsen, Founder of Cirkulær and Circular Resale
In short: Einar didn't need more pace or more motivation. He needed structure and capacity. Through systematic work on decisions, energy, and priorities, he has gone from reactive growth to deliberate capacity.
What founders and leaders say
Common questions
What people ask before reaching out
Performance coaching helps revenue teams build the clarity, ownership and behavioural consistency needed to execute under pressure.
This is for founders, revenue leaders and revenue teams in B2B SaaS companies where growth, complexity or pressure has created a gap between strategy and execution.
Sales training teaches skills and process. Performance coaching builds the human capacity to apply those skills consistently when it's hard. Most teams don't have a knowledge gap. They have an execution gap.
I help with inconsistent execution, weak ownership, lack of focus, founder dependency, pressure, unclear priorities and the gap between knowing what to do and doing it consistently.
Both. I work one-to-one with founders and leaders, and with revenue teams through structured coaching programs.
Based in Norway. I work with clients across the Nordics, primarily B2B SaaS and growth companies, in English, Swedish or Norwegian.
Let's talk
This work has to be the right fit for both of us. If you recognise what I've described, a short conversation is the best way to find out.