// independent consulting & research practice

The Sales Workshop

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

Explore services hello@thesalesworkshop.co

The Sales Workshop is a one-desk practice out of Utrecht with a single field of view: 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 it trades in, and build software of our own along the way.

// what we do

Three lines of work

Advisory

Go-to-market consulting for cloud infrastructure startups — and for the individual operators who carry their number. Enterprise sales motions, deal strategy and execution, pipeline discipline, pricing conversations, 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. Long-form essays and deep dives on vendors, platform shifts, and the mechanics of how infrastructure gets bought and sold — written from inside the field, read by operators, founders, and investors.

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

Software & data

We build the tools we wish existed. Current work: a curated market-intelligence database tracking 600+ cloud & infrastructure software companies — stage, funding, focus areas, and commercial signals — maintained as a living dataset that powers our advisory and research.

market & company databases
internal research tooling
datasets for advisory engagements

// how we work

$ cat principles.txt

01 — practitioners first Every recommendation is grounded in motions we run ourselves. No frameworks we haven't personally carried to a close.
02 — depth over breadth One industry: cloud infrastructure software. Compute to data to dev tools. That focus is the whole point.
03 — independent by design No vendor commissions, no sponsored conclusions, no pay-to-play placement. Clients pay for judgment, so judgment stays clean.
04 — build, don't theorize When a dataset or tool should exist and doesn't, we ship it and use it in the work.

// contact

Start a conversation

For advisory inquiries, research questions, or a proper introduction — email is fastest. Based in Utrecht, working with clients across Europe and North America.

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