Beerten Consulting BV · Belgium · Worldwide
Strategy, operating model design and commercial leadership for scaling companies — from someone who has done it twice: first sales hire at Lighthouse (0 → 60M ARR), and CRO at Qargo (300K → 13M+).
Beerten Consulting is the independent advisory practice of Joris Beerten — a Belgian commercial leader whose career started on the hotel floor at Hilton. At Booking.com, he was part of the team that opened its first Belgian office, working his way up from coordinator to account manager of the country’s largest market and its key accounts.
He went on to scale Lighthouse from zero to 60M ARR on its way to unicorn status — living in Brussels, New York and Dallas and building commercial engines across Europe, the Americas and APAC — and is now scaling Qargo from Belgium into a leader in logistics tech, helping close its Series A (2024) and Series B (2025).
The practice exists to give leaders a partner they can think out loud with: someone who asks the right questions, brings the rigour to make real decisions stick, and will tell you the truth even when it's inconvenient.
Engagements are deliberately limited so each one gets full attention. No teams of juniors, no recycled decks — direct, senior involvement from first conversation to result.
Employee #4 · First sales hire → Global Commercial Director
Built the go-to-market engine from the very first sale — opening Europe, then the US and APAC office by office. Launched five products, defined the go-to-market for each, and personally trained 100+ salespeople to consistent target attainment.
Head of Commercial → Chief Revenue Officer
Leading all go-to-market functions — sales, solutions engineering, marketing, partnerships and revenue operations — while scaling the commercial team several times over across European markets.
Two very different products. Two very different industries. The same result. What travels between them: a disciplined go-to-market, teams built across continents, and a culture people genuinely want to win in.
Brussels — home base. Opened Lighthouse’s first international markets across Europe, to market leadership
New York — moved to the US to open New York, then Dallas, then Austin. Five years on the ground
Sydney — took on APAC & ANZ, opening the Sydney and Singapore offices
Benelux → Nordics → France → Spain → Italy → Greece → Germany → New York → Dallas → Austin → Sydney → Singapore
Scaling internationally isn't theory here — it's lived experience. At Lighthouse: opened the first international markets across Europe to market leadership, then moved to the US to open New York, Dallas and Austin, then took on APAC & ANZ with Sydney and Singapore — hiring the teams and defining the go-to-market in every region.
Every engagement is shaped around the question on the table — from a focused sprint to a longer accompaniment. These are the four where the practice does its best work.
Rigorous, outside-in examination of where the business is heading — unlocking the decisions that move it forward and killing the ones that only feel like progress.
Teams, ownership, decision rights and rhythm — restructured so growth stops costing you clarity, speed and accountability.
The structure, rituals and metrics of high-performing commercial organisations — proven twice, from first traction past the 10M and 60M marks.
Regular sessions with leaders who want someone in their corner with no agenda except their success — and the candour to prove it.
Head of Commercial → Chief Revenue Officer · Logistics technology
Joined in the early stages to build the commercial organisation; now leading the full go-to-market — sales, solutions engineering, marketing, partnerships and revenue operations — with ARR scaled from 300K to 13M+.
Employee #4 & first sales hire → Global Commercial Director
Nearly nine years scaling the company from zero to 60M ARR, employee #4 to Global Commercial Director. Opened the first international markets across Europe — Benelux, Nordics, France, Spain, Italy, Greece, Germany — to market leadership, then moved to the US to open New York, Dallas and Austin, and took on APAC & ANZ with Sydney and Singapore. Hired the teams and defined the go-to-market in every region, launched five products, and personally trained 100+ salespeople, most at or above target.
Aqualex — Advisory Board Member (current) · Crikle — Advisor · Investor in early-stage tech
Ongoing seats supporting leadership teams on go-to-market and commercial strategy — the same counsel this practice offers, in standing form. Also an investor in Callpad and BiometrIQ.
Coordinator → Account Manager, key accounts Belgium · Bachelor in Hotel Management
Part of the team that opened Booking.com’s first Belgian office, working up from coordinator to account manager of the country’s largest market and all its key accounts — after starting on the hotel floor at Hilton. The operator instincts and hospitality DNA behind the revenue-management expertise.
You'll hear what I actually think — including when the honest answer is that you don't need me.
Advice grounded in operating experience: building teams, carrying targets, making the trade-offs myself.
The work isn't done at the recommendation. It's done when the decision is made, owned and executed.
"The best commercial teams move as one unit — they don't chase targets, they're built to beat them. If you want to play in the majors, you need the right structure and culture to drive consistent performance — and a winning mentality that becomes addictive."Joris Beerten — Founder
For introductions, questions, or to explore whether we'd be a good fit — wherever you are in the world, reach out below. Every message gets a personal reply.