About
We help commercial teams work as one system.
Nona Stabel is a B2B go-to-market and marketing practice in the Netherlands, working with growing companies across Europe. Small on purpose, senior by design, and built around one belief about why growth gets harder than it should.
We believe B2B growth gets easier when strategy, story and teams work as one. And many commercial problems that look like marketing or sales problems turn out to be alignment problems: marketing, BDR, sales and customer success are measured differently, rewarded differently, and so they optimise for different things. Everyone works hard. Not everyone works in the same direction.
That belief did not come from a book. It came from ten years of running commercial marketing inside B2B technology companies, and from repeatedly finding that the thing holding growth back was not the campaign, the deck or the website. It was that nobody could agree on why customers bought.
So the work starts from outside the system and then goes inside it. We spend time in the teams, find where the energy is going, and build one story and one direction the organisation can keep running after we leave.
Who you work with
Nona Stabel
The practice is led by Nona Stabel, and Nona does the work. There is no account manager, no junior doing the interviews, and no team you meet once at the pitch and never again.
Where a project needs craft we do not do ourselves, such as logo design or front-end build, a named specialist joins and we stay accountable for whether it all hangs together.
Ten years in European B2B technology marketing before going independent: demand generation, ABM and regional go-to-market across Northern European markets that each thought they were the exception.
The part of that job that mattered most was not a campaign. It was getting marketing, BDR and sales into the same room and pointing the same way, because nobody else was doing it. That is the work this practice exists to do.
How we work
We do not write strategy from a distance. We sit in the sales calls, watch the pipeline review, and listen to how people talk about customers when nobody is presenting. The patterns are rarely hidden. They are just invisible to the people who see them every day.
We are not an agency and not a design studio. Every engagement has a written end result and three conditions that say when it is finished, agreed before it starts. And we would rather tell you the honest thing, including that the problem you hired us for is not the one you have, than deliver what was agreed and leave.
Thirty minutes, no deck, no pitch.