About
I am a B2B SaaS marketing and GTM leader based in Helsinki.
Currently I am Founding Growth Marketing Lead at Optivian.
My career has moved through sales, growth and marketing, with CRM and automation becoming a bigger part of the work along the way.
That combination has made me most interested in problems that do not fit neatly inside one department.
How I ended up here
I started closer to sales.
Later I moved into growth and marketing, where I spent more time thinking about acquisition, conversion and positioning.
Then CRM became increasingly important because it was impossible to understand growth properly without understanding what happened after a lead entered the sales process.
Automation followed naturally.
AI is now pushing the same progression further.
Once AI can participate directly in business workflows, the question is no longer simply how marketing uses AI.
It becomes:
How should the commercial system itself work differently?
That is the question I am most interested in at the moment.
What I know reasonably well
- B2B SaaS marketing
- go-to-market strategy and operations
- CRM architecture and HubSpot
- marketing and sales automation
- pipeline and lifecycle design
- analytics and attribution
- content and demand generation
- AI workflows for sales and marketing
I am less interested in presenting these as separate disciplines than in understanding how they affect each other.
A few principles I keep coming back to
A system is only useful if people can actually operate it
The theoretically perfect CRM process is worthless if maintaining it takes too much effort.
More data is not automatically more truth
A dashboard can be precise and still represent the wrong version of reality.
Automation should remove work, not move it somewhere else
If automation creates another queue that someone needs to babysit, it probably did not automate much.
AI needs context more than it needs clever prompts
Most valuable business work depends on history, relationships and changing state. Reconstructing all of that for every prompt does not scale.
Marketing should get closer to revenue, not just attribution
Attribution tells you where something came from.
It does not automatically tell you why the company is or is not growing.
Outside the job title
I use this site to keep a record of the things I am learning and the work I am proud of.
If something here is useful for a problem you are working on, feel free to reach out.