Why we exist

Welcome to the people-centric business world!  Organizations that are not adapting to the changing business landscape, getting hit by environmental factors  and see growth as just a financial thing, will lose their people, their relevancy and in the end disappear. Join the thrivers that dare to take a different road and believe in converging 3 parts of growth: financial, people & happiness and transformation, the foundation of success. 

We inspire, activate and help organizations and their people making their growth strategy a reality, be happy and to unlock success. We believe in playing the infinite game and  the power of commercial togetherness to succeed externally: serving the market as kings or queens. Will you join us in this movement?

How we do that

Our model

Our process

Grow faster

Being relevant and successful requires more than having a great product. As you know accelerating recurring revenue growth and delivering value to your people and customers is hard. It requires a different growth strategy to realise this. 

We are IF Associates, a true player of your team when it comes to rapidly growing your business. As your associate, we guide you how and where to grow. Working with your commercial (sales & marketing) dream team on a mission in making your growth strategy a reality.

By making your organisation part of our proven model and process we love to see you be relevant and grow faster. Your growth & happiness = our success.

In fact, do you know we connect our return of partnership on the financial, people & happiness and transformative growth parts?

IF Wheel of Growth & Happiness

IF we
help you

with our unique mix to play the game different


  • Choosing an unconventional and innovative account-based approach that generates recurring revenue growth
  • Chief Revenue Officer services like unique DNA-ICP™ and account-centric revenue waterfall model
  • Building and transforming your Sales & Marketing teams to one commercial team on a mission ​
  • Actionable, commercial, and cross-departmental strategies focused on interlocking Purpose, Go-to-Market and Campaign
  • People development and coaching to become better every day

Results with mastering the IF Formula

5x Higher account engagement realizes 533% pipeline increase

By engaging with more stakeholders in the buying group balancing human and digital touchpoints

Work Smart, play better

By adopting the IF Formula that leads to: happy employees = happy customers

83% Win rate with a 5x higher contract value

By embedding DNA-ICP™: your ideal and long-lasting customers

100% Fun & becoming better every day

By developing skills and competences of your commercial dream team

Up to 10x higher Customer Lifetime Value

By putting your purpose and values into action, claiming a topic in the market

One commercial dream team sent on a mission

By transforming siloed marketing/sales teams and metrics to a unified team with joint goal setting and measurement

Our experience

We connected, we partnered

we tried, we learned

and we delivered..

  • With roots in IT and digital building successful Go-to-Markets
  • Said “Goodbye” to products and “Hello” to subscriptions
  • Turning challenges into opportunities with positive business outcomes
  • Integrated transformations that realize growth & happiness
  • Successful integration of commercial teams
  • Proven models for delivering measurable results
  • Concepts for a fast time to market 
  • Choosing the best strategies and avoiding costly mistakes
  • Building the foundation for success
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What customers say

Ready to crack the code to hyper growth and happiness?

Pathway to success

  • Discovery call
  • Value analysis
  • Define with us your growth strategy improvements
  • Customized plan, connected to your growth strategy, incl. Return on Partnership
  • Performance based monthly subscription; your success is our success
  • No-contract lock in, we only want happy customers 
  • Pay as you grow; grow into our programs and services towards the 'Universe of Growth'
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Proud to work with