01 · Context

I was responsible for a multi-product GTM launch that could do two things at once: acquire new customers and move the entire existing customer base onto a new device. 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 while protecting it.

02 · Challenge

The launch had two objectives running at once, on a compressed timeline, with none of the usual resources to support either:

• Migrate the existing customer base onto the new device, without causing confusion or churn
• Win net-new customers for the new products, from a standing start
• Deliver both objectives on a lean, self-funded budget
• Coordinate across sales, product, and operations with no dedicated launch process in place

03 · Approach

With a lean budget and 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 protect trust during the migration
• 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

All existing, already-licensed tools — nothing purchased for the launch.

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

05 · Result

Both products launched on schedule, and both objectives were met despite the constraints:

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