Make the commercial choices
Clarify where to play, who to serve, why the market should care and what the business must prioritise now.
15-minute callCommercial Architect for B2B Technology Growth
Turn strong capabilities into market traction and revenue.
I help B2B technology companies make sharper commercial choices, turn expertise into valuable, easier-to-buy offerings and lead execution from decision to revenue.
Anna HiltunenSenior commercial judgement + cross-functional orchestration
20+years of international commercial and marketing leadership
B2Btechnology — from SaaS and IT services to hardware and AI-enabled offerings
Onedirection: from commercial decisions to market traction and revenue
When I can help most
Where is the capability-to-revenue chain breaking?
Strong people, expertise and solutions create potential. They do not automatically create demand, pipeline or revenue.
01
Revenue or profitability is below ambition. The pipeline is too weak to support the company’s revenue and profitability ambitions.
02
Strong capabilities are spread across too many priorities
03
The offering is broad, difficult to explain or difficult to buy
04
A new strategy, acquisition or AI transformation must reach the market faster
05
Sales, marketing, offering and delivery are not working toward the same outcome
How I help
From commercial decisions to market traction.
I connect leadership, offering, sales, marketing and delivery around the commercial choices that matter most — then turn those choices into coordinated action, with clear ownership, shared measures of success and a leadership cadence that keeps execution moving.
Shape what customers can buy
Turn capabilities into valuable, differentiated offerings with a clear buying logic and sales narrative.
Build traction faster
Align leadership, offering, sales, marketing and delivery — then lead the work from decisions into the market.
Commercial focusICP & buying logicPositioning & packagingSales narrativeActivation & funnel logicLeadership cadence
When additional capability or capacity is needed, I can bring in and orchestrate trusted specialists across brand, design, digital and technology — extending your team from strategy through delivery.
Ways to work together
Start where the commercial challenge is greatest.
I join where the commercial challenge is greatest — from finding the right direction and sharpening the offering to turning strategic choices into market traction and revenue.
Commercial Direction
When commercial performance is below ambition — or the business faces an important growth decision — but it is unclear what to prioritise next.
I build an evidence-based view of current performance, customer buying behaviour and the commercial choices behind the results. Where evidence is missing, we identify and test the critical assumptions.
What to prioritise, change or stop — and why.Strategic Offering
Making strong capabilities easier to understand, value and buy.
Turn selected capabilities into commercially ready offerings by clarifying customer need, ICP, buying case, positioning, packaging, value proposition and sales narrative.
A more valuable and easier-to-buy offering.GTM Strategy & Activation
Faster movement from decisions to pipeline and revenue.
Translate the offering into target accounts, messages, activation, sales enablement, metrics and a working cadence — then lead cross-functional execution and market learning.
Coordinated market execution with clear ownership, measures and cadence.Practical workshop
GTM Strategy & Execution
A focused way to uncover GTM gaps, align the critical choices and build a practical plan for execution.
A practical workshop that moves a company, offering, product or service from commercial clarity to sales and marketing activation — and measurable business results.
Discover the workshopExperience and evidence
20+ years turning technology capabilities into commercial outcomes.
International commercial, marketing and go-to-market leadership — inside the organisations responsible for the result.
Vaisala Xweather
Built a new SaaS business, brand and commercial capability
+124%
pipeline year on year
ARR +24% and marketing contributing 80% of new digital sales.
Elisa B2B
Repositioned an ICT connectivity business for market leadership
3×
pipeline
Transformed people, processes and technology. Revenue +10% and NPS improved from 20 to 28.
Dynatrace
Led market entry and GTM build-out for a new North EMEA region
+30%
ARR
Repositioned the proposition from monitoring to observability.
Tieto
Led complex commercial development in international technology services
€60M
strategic deal work
Nine years across strategic marketing, sales and business development.
“She brought clarity and structure to our market strategy, positioning, go-to-market messaging and overall service offering formulation. Her approach helped us define what we offer, to whom and why it matters — translating technical capabilities into messaging that connects with our target audience.”
About Anna
Clarity that moves the business forward.
My strength is seeing through commercial complexity — what matters, what is getting in the way and what needs to happen next.
I combine more than 20 years of international commercial and marketing leadership with the perspective of someone who has built businesses, entered markets, repositioned offerings and led transformation from inside technology companies.
I ask the difficult questions, make complex choices easier to understand and bring the right people around one direction. Then I stay close enough to help turn those decisions into action, pipeline and revenue.
Clients do not need another outside opinion or strategy left on slides. They get a senior commercial partner who thinks independently, works pragmatically and cares deeply about making the business move.
Experience across Vaisala, Dynatrace, Elisa and Tieto, alongside current advisory work with Nordic technology companies.
A useful first conversation
Is there a commercial decision your business needs to move forward?
Let's use 15 minutes to understand the situation and whether my experience could help. A phone conversation is enough — no deck, download or lengthy form.
Call +358 40 487 0032 anna.hiltunen@murrosmarketing.com