01 · Context

I was responsible for a multi-product GTM launch with two jobs at once: win new customers, and cross-sell the new device to the existing customer base. The trigger was regulatory — the Netherlands’ new per-kilometre truck toll (vrachtwagenheffing), replacing the Eurovignette from July 2026 — but the mandate was commercial: grow the base and deepen it.

02 · Challenge

The launch had two objectives running at once, on a compressed timeline:

• Cross-sell the new device to existing customers affected by the new toll, with a clear reason to act
• Win net-new customers for the new products, from a standing start
• Coordinate across sales, product, and operations with no dedicated launch process in place

03 · Approach

With no dedicated launch team, the work was to make the campaign easy for other teams to carry, and to reach customers directly:

• Segmented the existing customer base by exposure to the regulatory change and prioritized direct communication — postal mail, in-app messaging, and email — to make the cross-sell timely and relevant
• Built lightweight sales enablement material so account teams could explain the change and the new products without added training time
• Used organic LinkedIn content to position the new products as the ready-made answer to the new regulation, ahead of any paid activity
• Ran webinars to convert awareness into qualified, sales-ready leads
• Acted as the connective tissue between sales, product, and operations, coordinating messaging and timing across teams to keep the launch on schedule

04 · Tools & Channels

• Email / CRM
• LinkedIn (organic)
• Webinars
• Sales enablement collateral
• Direct mail & in-app messaging

05 · Result

Both products launched faster than usual, and both commercial targets were met:

This launch was also one of the two routes I used to bring a new toll device to market when a wider launch plan changed. Read that story in Redirecting a 16-market launch campaign.

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