Roel Haanappel
Founder of MatterMore · Creator of the Revenue Motion Framework™
Work smarter, matter more
Roel Haanappel, is a Forrester EMEA ABM Award-winning B2B demand generation strategist with over 30 years of enterprise marketing experience. He is the founder of MatterMore and the creator of the Revenue Motion Framework™ — the five-phase operating system that replaces the traditional lead funnel with a continuous, signal-driven motion built around how enterprise buying groups actually move.
His practitioner writing on B2B demand generation appears on CustomerThink.
WHAT I BELIEVE
Work smarter, matter more
Demand generation is not a marketing responsibility. It is a joint motion of marketing and sales, run as one revenue system.
Leads are noise. The funnel doesn’t exist. Buyers move as groups, not individuals — and the organisations that treat them that way outperform the ones that don’t.
Everything I do — interim engagements, consulting, training, and the book — is built on that conviction.
CREDENTIALS
Track record
- 30+ years in enterprise B2B marketing and demand generation
- Forrester EMEA ABM Award winner (2021) for a dynamic ABM program
- Current role: Senior Manager, Global Performance Marketing at SUSE
- Previously: Global Director of Digital Growth at Unit4
- Founder: MatterMore — B2B demand generation consulting
- Author: The Revenue Motion Framework™ — the ebook
- Based in: The Netherlands · works globally
- Featured writing: Your Website Now Has Two Audiences. Soon It May Only Have One. — CustomerThink, September 2026 (Editor’s Pick)
- Featured writing: The Dark Funnel Isn’t a Lead Problem. It’s a Coordination Problem. — CustomerThink, July 2026
HOW I WORK
Five ways to work with me
AI Search Advisory — An outside view for leadership teams on what AI search means for their demand engine: the focus, capabilities and team setup to make it work.
Interim — I step in as interim director of digital marketing or demand generation for enterprise B2B technology companies, reporting into the CMO or VP. I stabilise performance, rebuild the engine, and hand back a system your team can run.
Fractional — A senior partner for your CMO or VP across the five phases of the Revenue Motion Framework™, from alignment and signal strategy to orchestration and optimisation.
Coaching — One-to-one coaching for marketing leaders in their first months of owning demand.
Training — Team workshops on ABM, intent data, buying signals and demand generation in the AI era
IN CLIENTS WORDS
What leaders say
Selected engagements
Transformation
- Transformed a global demand generation setup into a measurable, business-value-driven engine with a team of digital marketing directors at a large global IT company.
- Transformed a static ABM setup into a dynamic, scalable process — increased conversion by 10% and won a won the Forrester EMEA ABM Award (2021).
Growth
- Drove a growth initiative to increase the efficiency of a business development department at a medium-sized global tech company.
- Conducted a rapid growth scan for a SaaS company: interviewed sales, marketing, customer support, IT and operations leadership; presented actionable recommendations to overcome growth obstacles.
Performance
- Built dynamic account audiences in a CDP based on likelihood to invest, fit, buying intent, and buying stage.
- Set up website personalisation based on demographics, opportunity stage, and intent — 179% increase in web conversion rate and 44% decrease in bounce rate.
Enablement
- Onboarded and trained sales teams on using LinkedIn and intent data to be more relevant in prospect outreach.
- Introduced and executed global ABM campaigns end-to-end: business plan, software selection, training new ABM managers to run daily execution.