About me
I spent 15 years inside commercial teams watching marketing and sales miss each other. I decided to fix it.
15+ years · B2B marketing · SME to MNC
Marketing embedded in commercial teams. Accountable to pipeline, not impressions.
My name is Tiina. I’ve spent my career sitting unusually close to sales — attending pipeline reviews, listening to how deals are lost, and building marketing systems that are accountable to revenue. What drives me isn’t campaign volume. It’s the moment a sales rep says “that lead was exactly what we needed” — and knowing the system behind it is repeatable.
The moment that changed everything
Early in my career, I was trying to get closer to the sales team. Not to take over their work — just to understand it. I wanted to know which leads were actually converting and why, attend calls, and support the accounts that were close to a decision with the right content at the right moment. My manager stopped me in my tracks:
“Tiina, we at marketing generate the leads. Sales takes care of closing the business. Drop it.”
That sentence has stayed with me ever since. Not because it hurt — but because it crystallised exactly what was wrong with how most companies think about marketing and sales. Marketing over here. Sales over there. A hand-off somewhere in the middle. And when revenue stalls, both sides point at the other.
I spent the rest of my career refusing to accept that division. Getting in the room. Understanding what sales actually needs. Building marketing that doesn’t stop at the lead — it goes all the way through to closed business.
My philosophy
Right People · Right Time · Right Message
This isn’t a tagline. It’s the lens I use on every commercial system I build. The entire GTM motion — marketing, sales, content, automation — has one job: to get the right message in front of the right person at exactly the moment they’re ready to hear it. Everything else is noise.
What I keep seeing
Across 15 years and dozens of companies — from ambitious SMEs to multinational organisations — the same three problems show up, almost without exception.
1 — Not enough leads
This sounds like a volume problem. It rarely is. When budgets are tight, energy gets spread across channels that feel productive but aren’t pointed at the right accounts. The fix is almost never “do more” — it’s do less, aimed precisely. One channel that genuinely converts beats five that produce noise.
2 — Wrong kind of leads
Sales says the leads are bad. Marketing defends the numbers. Neither side is wrong — the problem is they never sat in the same room and agreed on what “good” actually looks like. No shared ICP. No shared language. No shared GTM message. This gets fixed before the first campaign brief is written.
3 — Pipeline not converting
This is where marketing usually steps back — and exactly where it can have the most impact. A two-way feedback engine between sales and marketing is the only way to influence buyers early in their journey. Combined with the right content at the consideration and decision stage, this shortens cycles and improves close rates for good.
A bit of background
My career has never been linear. I’ve worked inside companies ranging from fast-growing SMEs to multinational organisations, always sitting close to the commercial team — close enough to understand what sales actually needs, and senior enough to change how marketing delivers it.
I’ve worked across international markets, built demand generation programmes from scratch, and led marketing in environments where the pressure to prove ROI was real and constant. That’s given me a practical, unsentimental view of what works: systems that generate qualified pipeline, not reports that look good at the monthly agency meeting.
I’m Finnish, I work internationally, and I operate in both English and Finnish. My clients are B2B companies that are serious about growth — companies where marketing is expected to be a revenue driver, not a support function.
Sound familiar? Let’s have an honest conversation about where the gap is in your business.
Available in English and Finnish · No commitment