PROJECTS & CASE STUDIES
Strategy into execution.
A selection of projects showing how I approach commercial challenges: analyzing the context, building a strategy, aligning people and functions, and turning it into field execution.
Selected work · Dental & MedTech
Business. People.
Technology.
My professional path has developed at the intersection of commercial leadership, dental-industry expertise and digital transformation. These case studies highlight four complementary dimensions: strategic-account development, sales-force effectiveness, technology adoption and value-proposition design.
PROJECT 01
Strategic Account Development
From transactional relationships to multi-year partnerships.
A structured approach to high-value accounts designed to increase business predictability, strengthen competitive protection and create more sales capacity for new-business development.
- 40
- Multi-year agreements
- ~3 years
- Average agreement horizon
- Digital integrated
- Across most partnerships
Strategic Accounts · Commercial Planning · Negotiation · Sales Leadership
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PROJECT 02
Sales Force Enablement & Commercial Excellence
From training initiative to scalable commercial operating model.
A sales-enablement program combining customer segmentation, territory management, shared digital resources and practical coaching, progressively evolving into a structured commercial operating model.
- 8
- Territory Managers
- 2
- Specialists
- National adoption
- Shared digital resources
Sales Enablement · Commercial Excellence · Change Management · Digital Transformation
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PROJECT 03
Digital Dentistry Adoption
From early technology introduction to scalable customer adoption.
End-to-end development of digital dentistry opportunities, from workflow assessment and demonstration through negotiation, onboarding and technology adoption.
- 100+
- Intraoral scanners
- 16
- Territory Managers supported
- 2019–2024
- Digital adoption experience
- €10k–€47k
- Solution value
Digital Dentistry · Complex Sales · Business Development · Customer Adoption
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PROJECT 04
Premium Product Positioning
From technical complexity to a value-based sales narrative.
Translation of complex clinical and prosthetic concepts into a structured commercial value proposition designed to move customer conversations from product price toward integrated solution value.
Product Positioning · Value-Based Selling · Sales Enablement · Clinical Education
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