Willem Maas
San Francisco, California, United States
1K followers
500+ connections
1K followers
500+ connections
About
I'm the Founder and President of Growth Velocity.
Stakeholder buy-in is the…
Articles by Willem
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How To Target The Strongest Buyer Segments In This New Market And Generate More Opportunities For Sales
How To Target The Strongest Buyer Segments In This New Market And Generate More Opportunities For Sales
It’s become harder to generate qualified opportunities since March of this year. If you’re concerned about the…
4 Comments -
How To Continue Prospecting During A Crisis Without Undermining Future Revenue
How To Continue Prospecting During A Crisis Without Undermining Future Revenue
How should SDR outreach at B2B software vendors be realigned for COVID-19? Damage estimates by industry should of…
5 Comments -
How Data From A CRM Can Transform Your Lost Deal Reviews
How Data From A CRM Can Transform Your Lost Deal Reviews
Lost deal reviews. Loss reviews.
Activity
1K followers
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Willem Maas shared thisI spend my days like a detective. Interviewing witnesses..I mean, champions. Putting the clues together to solve the crime..um..find ways to win more. So a trench coat and magnifying glass seemed the perfect metaphor for my updated LI profile. But I'm no double for Peter Falk. So I made a lighthearted cartoon version modeled on Inspector Clouseau (in the first comment). #winloss #productmarketing #b2bmarketing #CMO
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Willem Maas shared thisImagine being able to run a win/loss study and get results within minutes. Not only that, the interviewed buyers don’t even have to be your wins and losses. That’s because they’re synthetic customers. It’s a thrilling possibility. Yet maybe not such a happy one when you realize competitors could use the same service to quickly launch and sell new products in your market. Suddenly your moat is looking a lot easier to breach. Synthetic customers to quickly iterate on a new product’s capabilities, price, positioning, etc. And software agents to quickly code it. How is this possible? One answer: contracts you’ve signed may permit training on your interview and survey data. These synthetic customers may be trained on your own buyer debriefs. You’ve likely ruled out vendors that train models on your data. But there’s a loophole: aggregation and anonymization. Aggregation is often undefined in contracts. Grouping into sets of 5 or by market segment or industry still counts as aggregating. Anonymizing only removes the user ID. The data still contains real answers to questions clients (like you) paid to gather. Check the T&Cs of your contracts for Win/Loss Analysis, Churn, and VoC. If you use call recording or transcription services, check them. We don’t work with vendors that have T&Cs allowing them to take ownership of the patterns in our data after anonymizing and aggregating it. I recommend you avoid those vendors, too. #winloss #productmarketing #b2bmarketing #CMO
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Willem Maas shared thisOur clients aren't surprised to see us sign up for their webinars. This is how we stay up-to-date as capabilities improve and new ones are launched. Last week I joined Sriraj Rajaram's webinar on Reltio Intelligent 360. I learned a lot, and the next day I put that to work on a deal strongly influenced by Intelligent 360.
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Willem Maas posted thisA package of forty win-loss interviews. It sounds like a lot until you break it down. At 10 interviews per quarter there can be weeks between interviews. Especially mid-quarter. That means weeks your win/loss consultant is not thinking about you. They're thinking about their other clients, and everything else in their lives. Here's an example. I'm interviewing a client's lost deal tomorrow morning. My last interview for this client was almost three weeks ago. Just before Thanksgiving. So I just finished a 30 minute refresh on use cases, their product offering, pricing model, competitors, etc. Take a look at this if you've got a complex sale. Here's one way. Ask the win/loss consultants you're considering to describe a client's product, or pricing model, etc. Or ask a reference to rate how well the consultant knows their business. #winloss #productmarketing #b2bmarketing #CMO
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Willem Maas shared thisThat moment when your Account Manager reminds you their policy is “use it or lose it.” Those win-loss interviews they didn't deliver won't roll over to 2026. Growth Velocity had an overall 72% participation rate in calendar 2024. You can be confident we'll deliver all the interviews you contracted. But we're not perfect. If we can't deliver all of them, we credit any unused to the next cycle. #winloss #productmarketing #b2bmarketing #CMO
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Willem Maas reposted thisWillem Maas reposted thisSales leaders are under pressure to balance growth and cost. Too often, this means cutting expenses. Scott McDonald shares how orgs can take a growth-oriented approach to sales efficiency: https://hubs.li/Q03XF4LM0
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Willem Maas shared thisAutomating the outreach for win/loss interviews makes this hard work a lot easier. But automation requires data quality. Feeding it bad CRM data just makes it faster and easier to contact the wrong people and wrong deals. Automating with bad data will increase the work. As participation rates drop (to as low as 10-20%) you'll need a larger pool of deals and more outreach to make up for it. If you have a large cohort of deals you may decide 10-20% participation is ok. But if just 50 recent wins and losses meet your criteria, you'd get only 5-10 interviews. To avoid this, test a sample of the opps you want to interview. Validate the data in the CRM field by field. Do we have the correct AE on the opp? Is the primary contact at the account correct? Did we really lose this at stage 4? Or was it actually at an earlier stage? Really a net new customer? Or was it a renewal or upsell? We test CRM data quality with a pilot. Or we'll work with sales ops and/or individual reps to test a sample in a few hours when we're going straight into high volume outreach. If you find a lot of bad data, use the size of your deal pool to decide how much remediation you should do before outreach begins. #winloss #productmarketing #b2bmarketing #CMO
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Willem Maas shared thisMy first thought was the client's going to think I'm a babbling fool. I was reading over an interview transcript. "You know.." " I mean.." "Sort of.." I had used filler like this in my questions. Cringe. But then I realized - that filler is actually a sign of something good. Questions made up in real-time. A dialogue. Not scripted. I hadn't read one question after another from an interview guide. So don't overdo the filler words in your interviews, but no need to cringe either. They're a sign you're actually listening and adapting to the buyer's feedback. #winloss #productmarketing #b2bmarketing #CMO
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Willem Maas shared thisCoffee shop, grocery store, bakery. I’m running big trade deficits all over the neighborhood.
Willem Maas commented on a post
1mo
I agree most people do want the purpose and belonging that comes from work. But we live in a free market. Seems to me we the people of the US will just have to adapt. I'm very interested to see how this plays out in western Europe, where the government has a much bigger role in the economy and day-to-day life.
Willem Maas replied to a comment
1mo
Thank you, Matthew Libby!
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Willem Maas reacted on thisWillem Maas reacted on thisBefore FormAssembly: zero leads from their website. One month after: 5,500. 🎉 Harmony Public Schools — a Texas charter network where 67% of students come from economically disadvantaged backgrounds — knew their old data collection setup was bottlenecking the families they were trying to reach. Google Forms couldn't talk to Salesforce. Lengthy applications were getting abandoned. Typos were knocking candidates out of campus matching. Their team was spending hours a week sorting it all out by hand. Then they moved to FormAssembly. In the first month: ✨ 5,500+ leads from a new website lead form (previously zero) ✨ 900+ referrals and leads processed ✨ 4+ hours per week of manual data entry, gone "Leads didn't have a form — we relied on calls. Now we have an embedded form that goes to the recruiter directly." — Johnisha Smith, Director of Enrollment Management Read the story here: https://lnkd.in/enRE5J9x #Salesforce #Nonprofit
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Willem Maas liked thisMNP groeit, in projecten en in mensen. Sluit jij je aan? We zoeken experts in cultuurfinanciering, overtuigende pennen, slimme database researchers en mensgerichte aanpakkers die projecten van A tot Z weten te trekken. Laten we koffiedrinken. ☕️ Stuur mij een bericht hier op LinkedIn, mail marc@marcnoyons.com of bel 06-29344226.Willem Maas liked this𝗠𝗡𝗣 𝘇𝗼𝗲𝗸𝘁 (𝗮𝘀𝘀𝗼𝗰𝗶𝗮𝘁𝗲) 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀 𝗲𝗻 𝗽𝗿𝗼𝗷𝗲𝗰𝘁𝘃𝗲𝗿𝘀𝘁𝗲𝗿𝗸𝗶𝗻𝗴 - 𝗳𝗿𝗲𝗲𝗹𝗮𝗻𝗰𝗲 𝗲𝗻 𝗽𝗮𝗿𝘁𝘁𝗶𝗺𝗲 𝗱𝗶𝗲𝗻𝘀𝘁𝘃𝗲𝗿𝗯𝗮𝗻𝗱 Marc Noyons & Partners helpt culturele instellingen al meer dan 25 jaar bij het realiseren van grote ambities: van Capital Campaign en fondsenwerving tot strategisch advies en kwartiermaken. We werken zowel uitvoerend als coachend, en gaan vol voor trajecten waar we oprecht in geloven. Onze kracht zit in onze mensen: een hecht team van partners die de culturele sector van binnenuit kennen en écht verder brengen, met uiteenlopende expertises en achtergronden. We werken samen met zelfstandige professionals die zich voor langere tijd verbinden aan MNP en nieuwe opdrachten aandragen, associate partners die we voor een specifiek project invliegen, en collega’s voor gericht uitzoekwerk, scherpe teksten en het aansturen van projecten. Per opdracht stellen we de juiste combinatie samen. De portefeuille van MNP groeit hard met mooie projecten door het hele land. Daar is extra versterking voor nodig. We zijn op zoek naar uitbreiding in de volgende rollen, of een combinatie daarvan: ➮ Campaign Councel ➮ Projectmanager ➮ Database- en deskresearcher ➮ Fondsenwerver en schrijver Heb jij de drive, ervaring en expertise om dromen van toonaangevende cultuur- en erfgoedinstellingen te realiseren? Laten we kennismaken! Stuur een mail of LinkedIn bericht naar Marc Noyons (marc@marcnoyons.com) of bel 06-29344226. Voor meer informatie over MNP: marcnoyons.com #vacature #cultuursector #fondsenwerving #CapitalCampaign #projectmanagement #consultancy #MNP #netwerk #ambitie
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Willem Maas reacted on thisWillem Maas reacted on thisMost of the AI jobs conversation is happening at 30,000 feet: productivity gains, GDP, retraining curves. Meanwhile, real people are losing the kind of jobs that built stable lives, and we're handing them a LinkedIn Learning course like it's a serious response. They deserve empathy first, and a real plan second.Peacetime Is Over. Most of Us Haven't Realized It YetPeacetime Is Over. Most of Us Haven't Realized It Yet
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Willem Maas liked thisI am so excited that Laury is hiring for a new MI associate. This is an opportunity to learn from one of the best researchers I’ve had the pleasure of working with.Willem Maas liked thisI’m #hiring. I’m excited to be hiring for a Market Intelligence Associate role at InterSystems in Boston. As a market researcher, there’s nothing more fulfilling than working at a company that is truly customer-centric and data-driven. This role is a great opportunity for someone who is curious, analytical, and eager to grow. You’ll work across Product, Sales, and Marketing to help us better understand markets, customers, competitors, and emerging trends. If this sounds interesting to you or if someone comes to mind who’d be a great fit — please apply or share!
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Willem Maas reacted on thisWillem Maas reacted on thisMy son chose a BFA in Acting over more “practical” paths. Ironically, AI may be making creative careers more durable while formerly “safe” professions become less predictable. In a world where no career is guaranteed, passion, adaptability, and loving your work may be the smartest hedge of all.
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Willem Maas reacted on thisA new chapter begins today for Reltio as it officially becomes Reltio, an SAP company! This milestone reinforces a shared vision: helping enterprises unify fragmented data into trusted, AI-ready business context that powers smarter decisions, stronger operations, and more reliable, precise AI automation. As organizations move from AI experimentation to enterprise-wide adoption, trusted, real-time, and interoperable data is no longer optional — it’s foundational. I am excited for what’s ahead as we continue driving innovation, open ecosystem support, and customer success at greater scale. #Reltio #SAP #DataManagement #EnterpriseAI #MDM #TrustedData #ContextForAIWillem Maas reacted on thisToday marks an important milestone for Reltio: the SAP acquisition of Reltio has officially closed. Reltio now operates as an SAP company, and I’m proud of what this makes possible for our customers, partners, and team. At the center of this next chapter is a clear opportunity: helping organizations make both SAP and non-SAP data AI-ready, so analytics, automation, and AI agents can rely on trusted, governed master data with the right business context. Reltio is built for heterogeneous, multi-vendor environments, and the goal remains interoperability across the systems customers already run. That flexibility has always mattered, and it continues to matter now. I’m grateful to everyone who helped us reach this point - our customers, partners, employees, and community - and I’m excited about what comes next. #Reltio #SAP #EnterpriseAI #DataUnification #ContentIntelligence
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Willem Maas liked thisIt's been 4 years since I started the DAMA Los Angeles chapter and I have absolutely found the community that I was looking for! I have met so many people from all over the world, and honestly, I couldn't have asked for a nicer, more genuine, and purposeful community! Go, DAMA!Willem Maas liked thisHad a great time connecting with DAMA International and global chapter leaders at the 2026 DAMA International Annual Meeting! Grateful to have this community and the support of Peter Aiken, Marilu Lopez, and Aakriti Agrawal Kim, MBA, CDMP, ADGP for our upcoming 2026 DAMA Los Angeles DAMA Days event this Fall!
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Willem Maas reacted on thisYesterday morning we hosted a small gathering of Chiefs of Staff, Directors of Residences, Estate Managers and senior Personal Assistants in Woodside... 15 of us tucked in among the redwoods. What a fabulous way to start the day! No pics out of respect for everyone's privacy (just a quick one of me and Kristine Lange afterward) but I'll say this: those couple of hours of no agenda and just being able to connect, and let them feel a little less alone was really priceless. These roles can be so demanding and isolating. Having a safe space to share and bounce ideas of each other in a casual manner is special and rare. And being outside among the majestic redwoods is golden. Hoping to do more of these. Time permitting! Happy weekend everyone 🌅 🌅
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Willem Maas reacted on thisWillem Maas reacted on thisWowsers, this CMO Salesforce Informatica role just reposted — should come with a health warning. I didn’t get to the experience, maybe a history marketing and selling Desktop PCs, Client Server, and Windows 2000. Knowledge of Spice Girls, Blink-182, and Creed strongly preferred.
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Education
Licenses & Certifications
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Certified Scrum Product Owner (CSPO)
Scrum Alliance / Mike Cohn
Volunteer Experience
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Treasurer-Elect
Insights Association, Northwest Chapter
- 1 year 1 month
Education
The Insights Association is the leading voice, resource and network of the marketing research and data analytics community.
Patents
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Point-based risk score for managing environmental systems
Filed US PCT/US2015/029266
Methods are provided for calculating a reserve value or a risk value for various locations in an environmentally-controlled space such as a data center, and using the reserve value or risk value to allocate environmental maintenance modules and/or load.
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