Jerome Johansen
Fractional GTM Leader · B2B SaaS Advisor · Revenue Operator
I've spent 15+ years inside B2B SaaS companies, building revenue functions from scratch, scaling them through inflection points, and fixing them when they've stalled — with a specialism in partner-led growth and ecosystem-led GTM.
I've been VP Sales, Head of Sales, Head of Partnerships, and everything in between. I've done it at early-stage startups, at scale-ups going through Series B, and at companies expanding across geographies.
Sierra Advisory is how we take that experience and put it directly to work for founders who are ready to build a real revenue engine, not just run more experiments.
We work with a small number of companies at a time. That's intentional. The founders we work with get our full attention, not a templated framework.
Philosophy
How we think about GTM
Ecosystem before outbound
The most durable pipeline comes from partnerships, integrations, and ecosystems, not cold email at scale. We help founders build the channels that compound before they invest in the ones that don't.
Stage-appropriate strategy
What works at €500K ARR breaks at €5M. What works at €5M breaks at €20M. The motion has to match the moment: your stage, your team, your market, your ICP. Not a template designed for someone else's company.
Execution is the strategy
A brilliant go-to-market plan that nobody executes is worth nothing. We stay in the room until it's working. That means being hands-on, accountable, and comfortable with the messy middle between strategy and results.
Background
Background
- Jan 2025 — Present
VP of Global Sales, Zebra BI
I scale B2B SaaS revenue by aligning sales, partner ecosystems, and customer growth into one GTM engine.
- Aug 2024 — Dec 2024
Head of Global Partnerships, Zebra BI
I built and scaled partner ecosystems that expanded market reach and drove partner-led revenue.
- Oct 2021 — May 2024
Senior Partner Manager, Funnel
I built and scaled a global partner ecosystem and GTM strategy, driving partner-sourced SaaS revenue.
- Oct 2021 — Present
Founder & GTM Engineer, Sierra Advisory
Fractional GTM leadership and strategic advisory for B2B SaaS founders. Working with early-stage to Series B companies across Europe such as Funnel and Zebra BI.
- Sep 2018 — Sep 2021
Senior Partner Sales Manager, Adobe
I drove enterprise SaaS revenue through strategic partnerships with global system integrators.
- Apr 2017 — Aug 2018
Head of Sales, Norce
I built the sales function and GTM strategy, creating a scalable foundation for revenue growth.
- Jun 2015 — Apr 2017
Senior Partner Sales Manager, Basware
I drove SaaS revenue growth through partner-led sales and ecosystem expansion.
- Aug 2012 — Jun 2015
Partner Sales Manager, Rillion
I drove partner-led SaaS revenue, consistently exceeding quota and scaling partner performance.
Keep in touch
Let's connect
Follow the work, see what we're thinking about, or just reach out.