TSW:// OPEN FOR BUSINESS UTRECHT, NL

// independent consulting company

The Sales Workshop

Commercial strategy, research, and tools for the people who build and sell cloud infrastructure software.

Explore services hello@thesalesworkshop.co

About The Sales Workshop

The Sales Workshop is a consulting company in Utrecht, focused entirely on the business of cloud infrastructure software: how it is built, positioned, priced, and sold. We advise the companies that make it, coach the people who sell it, study the market, and build software of our own.

// what we do

Three lines of work

Advisory

Go-to-market consulting for cloud infrastructure startups and the individual operators who carry their number. The work covers enterprise sales motions, deal strategy and execution, pipeline discipline, pricing conversations, and early commercial hiring.

  • workshops for founding & sales teams
  • ongoing advisory for founders
  • 1:1 coaching for sellers in infra
  • deal-level support on live opportunities

Research & writing

Independent analysis of the cloud infrastructure market, covering vendors, platform shifts, and how infrastructure is bought and sold. We publish long-form essays and produce commissioned research for operators, founders, and investors.

  • company & segment deep dives
  • go-to-market teardowns
  • market maps & industry commentary
  • commissioned research for select clients

Software & data

We maintain a curated market-intelligence database of 600+ cloud and infrastructure software companies. It tracks stage, funding, focus areas, and commercial signals, and supports our advisory and research.

  • market & company databases
  • internal research tooling
  • datasets for advisory engagements

// how we work

$ cat principles.txt

  1. 01 / practitioners first Our advice comes from sales motions and live deals we have worked on ourselves.
  2. 02 / depth over breadth We work exclusively in cloud infrastructure software, from compute and data to developer tools.
  3. 03 / independent by design We do not accept vendor commissions, sponsored conclusions, or payment for placement.
  4. 04 / build, don't theorize We build the datasets and tools we need, then use them in client work.

// contact

Start a conversation

For advisory work, research questions, or an introduction, email is fastest. We are based in Utrecht and work with clients across Europe and North America.

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