What changed when we worked together

Not something I should answer — so I asked my customers. Here’s what they said:

“Our leads in the past two years have been more qualified and of better quality than before. Basically, anything that’s coming in has a way higher likelihood of closing.
Comparing our win rates this year to last year, they’ve almost doubled, especially in the US. And our sales cycle has shortened.”
Five years later:
“Positioning is still the core of good marketing for me. And you’re still the best I know at it.”

– — Annika Bjorkholm, then CMO at SwipeGuide, now VP Marketing at L2L

“In one month we went from confusion to full clarity. The biggest difference: you did it. When we do it ourselves, we’re in our little bubble.”
– Mark de Jong, CEO of Timewax

“The workshops gave me the filters to focus on customers who get enthusiastic about our product. My conversion went from 5% to 40%, and I’ve doubled my revenue. Price is never the issue.”
– Niels Verspui, Market Head / Team Lead South Africa, RoomRaccoon

“The combination of outside-in perspective, focus, specialism in the essence of Sales-Led SaaS, and your rich decades of hands-on experience in the field.”
– Michiel Schipperus, CEO of Sana Commerce

“You walk in the shoes of your clients. You don’t consult, you live their business.”
– Christian Weichelt, CMO of Cyncly

“Clarity. You have a gift for connecting dots, cutting right to the point quickly to arrive at actionable takeaways to make an impact.”
– Tina Zwolinski, CEO of Skillsgapp

“Passion and drive to make us succeed combined with your specialism in Sales-Led SaaS.”
– Jan Brolsma, CEO Elfsquad

“Fearless Generalist (with a specialism in Sales-Led SaaS). You think outside the box, go against the grain, and have a holistic view of the business. That’s invaluable for a founder.”
– Jens Dressler, CEO of GraphAPI

“You push past the BS. You keep pushing until it feels right in your gut – and then, typically, it feels right for your gut.”
– Tiffany Reynolds, CMO MGT Consulting

“The Anti Consultant. You are not just advising, you are doing the job.”
– Greg Blazewicz, CEO of Salesmanago

And there’s more…

“We’re achieving our targets now, and your workshops have been fundamental to that. It has changed me and my team.”
– Alexandra Gemin, Manager Account & Relationship Management at Wolters Kluwer

“You provoked more thoughtful discussions for us in a week than we’ve had in 10 years.”

– Chris Miller, CEO Edulead

“Hands-on, not just advice. You guide to ensure the best possible outcome.”
– Daniel Göhling, CEO Gung

“Ton’s input helped us execute our business plan and achieve the company sale and reinvestment of £2 billion.”
– Roy Wood, CSO of OneAdvanced

“I recently sold a €90K suite upgrade to a €10K customer who didn’t see the need to move — until they realized it was a no-brainer.”
– Paula Mayans González, Medior Relationship Manager at Wolters Kluwers Legal Software

“The value prop work has been one of the most useful bits of work we’ve done with an external consultancy. We use the story and positioning all the time now.”
– Dr. Jon Shaw, Clinical Director at System C Healthcare Ltd

“Working with Ton has made us better storytellers. This enabled us to stand out in the highly competitive market.”
– Sally Scott, Chief Marketing & ESG Officer at OneAdvanced

“Working with Ton opened our eyes to the fundamental importance of value proposition. It has the power to change your business not by 10%, but by 10x.”
– Michiel Schipperus, CEO of Sana Commerce

“This is mega, really mega. We always worked with features and references. Now we have a story we can take to market and that is really cool.”
– Rene Baudzus, Chief Sales Officer at CSS AG

“I have direct access to very practical, hands-on knowledge. That’s invaluable. It’s exactly what you need in a world that’s changing so fast.”
– Marieke de Ruyter de Wildt, CEO of The New Fork

“What you’ve done with me to get to this stage will now enable hyper-scale. Framing is the most potent tool in your arsenal.”
– Rami Darwish, Founder and CEO of Arrow Labs

“Ton is a force you can count on to awaken your leadership potential. He inspires you to do more, reach higher, and constantly challenges you to think harder.”
– Cindy Gordon, CEO of SalesChoice AI

“Ton has been an inspiration for my entire team. His knowledge combined with fast understanding of our market allowed us to create the most inspired value proposition.”
– Joaquim Santos, CEO of eBankit

“Positioning Craftmanship. Someone who knows his domain inside out. You provide substantive direction – and that creates the momentum we need.”
– Mark de Jong, CEO of Timewax

“When it comes to mastering product positioning, two names should be at the top of every founder’s list – April Dunford and Ton Dobbe.”
– Lidia Vijga, Founder and CEO of Decklinks

“An incredible way of pulling professionals together to create a safe space for solving business problems. A great mentor and wonderful personality.”
– Stefan Maritz, Head of Marketing, Black Bear

I truly appreciate all your lessons on value, product-market fit, and what it takes to truly stand out. That was a pivotal moment in my journey to becoming a better product person!
– Arno Ham - Sana Pioneer, B2B E-commerce Evangelist, and Advisor to the CEO & Board

Ton had a tremendous impact on the way I manage sales nowadays. Life-changing workshop and customer-centric.
– Carlos Vazquez de Castro Paya, Country Manager & Senior Account Exec at RoomRaccoon

“Working with Ton inspired my team to think differently about our value messaging. His methodology opened our eyes to new possibilities and even new markets.”
– Jeff Reser - Director, Product and Solution Marketing at SUSE

Ton facilitated an excellent workshop. He gave me the right questions to keep the focus on what is really important for me and my client in the projects. Which helps everyone involved extremely!
– Marc Michahelles, Key Account Manager Legal Tech solutions at Wolters Kluwer Deutschland

“Ton helps you see what works and what doesn’t in your business — then helps you fix it to get to the next level. No-bullshit, infectious positive energy, unwavering dedication to his clients.”
– Antonia Baedt, Story Consultant

“Ton mentored me across multiple sessions, helping me improve as a marketer. Every session I came away with knowledge, frameworks and the confidence to attack the task.”
– Stefan Cordery, Marketing Manager at Grip

“My marketing mentoring sessions with Ton were extremely valuable. Flexible on topics, with valuable insights, resources and actionable exercises.”
– Clara-Marie Eloy, Junior Marketing Manager at Grip

“Most sales training prepares you to sell products and drive results — but fails to focus on the customer. The process I learned from Ton taught me a way of thinking that changed my career.”
– Christopher Brewer, Strategic Industry architect at Unit4

“Your enthusiasm is contagious and your recognition of how organizations can adapt and change has been invaluable. Everything is possible!”
– Sarndrah Horsfall, Executive Director at Australian Health Practitioners Regulation Agency

I’d recommend you for your amazing dedication and unique peer-learning approach. Each rare in itself and a power booster in combination.
– Chris Holscher, Startup Analyst Relations Specialist

“Ton is an idea generator, a storyteller and someone who can make something great out of any situation. The epicenter of positive corporate culture.”
– Chad Grim, Director of Marketing, Unit4 North America

“I find Ton’s sessions, book and weekly inspirations just that — Inspirational. I came away full of thoughts, motivation, focus and a better perspective.”
– Stevie Reffin, M&A Integration manager RoomRaccoon

“Ton is a visionary leader, optimistic, and innovative thinker. I benefited from his passion for innovation, public communication skills and commitment to building a better world.”
– Jesus Pizarro, VP of Finance at Heifer International

“Ton is one of the brightest professionals I have worked with. His talent for turning user experiences into true added value in product roadmaps is remarkable.”
– Juan Antonio Fernández, CEO Ekon

“Ton is an excellent product evangelist, capable of formulating future needs and relaying complex problems in an easy, comprehensible way. His stories captivate audiences and create enthusiasm.”
– Claus Jepsen, CTO at Unit4

Ton is one of those unique marketing experts that can distill a lot of customer, market and product information quickly and pinpoint immediate opportunities to refine your segmentation and strengthen your positioning.
– Nicole Kealey, VP Intelligent Enterprise Marketing SAP

“Ton’s workshop encouraged our sales team to think from the customer’s perspective. His methods provoke our engineers to solve underlying challenges, not just stated needs.”
– David Coghill - Director, Cloud Specialists Solution Engineering at Salesforce

“Ton distills complex topics into stories that resonate. He builds confidence with customers to get down to the grit of their pain and the real-world outcomes they’ve achieved. Smart, enthusiastic, and someone you want on your team.”
– Emma Keates, Senior Director PR & Comms at Veriforce

“If you’re not showing customers you understand their business better than they do, you’re doing it wrong. Ton’s workshop teaches you how to connect that insight to the value you bring. He makes it all human.”
– Monisha Voonna - Lead Solution Engineer | Salesforce Marketing Cloud at Salesforce

High energy and high knowledge that’s Ton.
– Klaas Klunder, Marketing Manager DAD Division at Microsoft

Too many to fit on one page.

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