Transforming brand strength into sales pipeline for Denmark’s strongest brand and marketing agency

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Building a commercial engine by bridging brand building and sales execution for Kunde & Co

Kunde & Co is one of Northern Europe’s most renowned branding, marketing and communication agencies, known for supporting some of the strongest brands across the continent. 

Ranked #1 in strategy for more than 15 years in the annual MyImage Report and recognised by 93% of Danish CMOs, Kunde & Co has built unmatched brand authority in the market.

But how do you turn brand strength into commercial performance?

To answer that, Kunde & Co partnered with VAEKST to build a modern commercial engine - one that connects brand strategy with scalable lead generation.

“Our collaboration with VAEKST has been instrumental in professionalising our sales efforts. VAEKST has shown great expertise in shaping a solid sales set-up with great governance structures and they are clearly trained in professional outreach.” - Annemette Kjær-Nielsen, Partner at Kunde & Co

The collaboration combined Outbound Sales and Sales Enablement to develop a practical sales Go-To-Market framework that could drive new opportunities directly through VAEKST’s outbound efforts while enabling Kunde & Co’s own team to create pipelines in parallel.

Key outcomes

• GTM playbook for outbound sales: Creation of a unified Go-To-Market playbook and always-on outbound strategy.
  
  
• HubSpot optimisation: Improved HubSpot setup to enable higher CRM adoption across the organisation, enhancing sales productivity and data integrity.
  
  
• Pipeline acceleration: Booked meetings with many tier 1 companies, resulting in multiple proposals generated.
  
  
• Enablement: Outbound sales and sales execution workshops for partners and consultants, empowering them to drive new business internally.
  
  
• Upscaling: Expansion of the collaboration to markets outside of Denmark.

“VAEKST has been a solid partner in optimizing our commercial engine at Kunde & Co. from a broader strategic perspective to day-to-day operations. I especially value how VAEKST helped us deconstruct sales into its fundamental components, demonstrating that strong sales performance is not only about outreach tactics, but equally about preparation, governance, and disciplined follow-up." - Theis Schæfer Hansen, Client Success Manager

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Growing by bridging sales and technology in one framework

Kunde & Co chose to partner with VAEKST because of VAEKST’s ability to connect strategy, systems, and execution within a single growth framework for outbound sales.

Unlike traditional outbound agencies, VAEKST could design the sales Go-To-Market approach, operationalise it across channels, and train the commercial team to own it. This combination of strategy, tactics and operations made it possible to convert Kunde & Co’s strong brand equity into a measurable lead engine that consistently generated high-quality meetings.

Through collaborative workshops, the teams defined Segmentation, Targeting, and Positioning (STP) strategies that translated Kunde & Co’s brand DNA into an actionable outbound model.

The process culminated in a sales Go-To-Market Playbook - a strategic blueprint that translated vision into daily execution through, among other things:

• Messaging pillars
  
  
• Hooks
  
  
• CTAs
  
  
• Power Questions crafted to spark dialogue with decision-makers

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Turning brand authority into pipeline growth

When 93% of your market already knows who you are, growth depends not on awareness but on activation. Together, VAEKST and Kunde & Co built an always-on outbound strategy focused on relevance, insight, and value creation.

At its core was “The Four Business Drivers for Marketing”: a thought leadership piece developed by Kunde & Co that unpacked key market trends and showcased actionable hero cases. This became the creative engine and meeting hook for outreach across Denmark and multiple other markets

Using a structured multi-channel approach, combining phone, email, and LinkedIn, VAEKST translated this narrative into commercial traction.

The results were a testament to Kunde & Co’s strong market reputation and the power of pairing it with an agile outbound engine.

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Building the foundation for scalable sales

In parallel with outbound execution, VAEKST led a Sales Enablement transformation within HubSpot, ensuring structure, visibility, and adoption across the organisation.

Data quality was enhanced through systematic clean-up and enrichment, while deal pipelines were rebuilt to create clarity and accountability.

• Mandatory fields such as Deal Source and Priority improved reporting accuracy and ensured proper resource allocation around priority deals.
  
  
• Dashboards visualised performance and empowered leadership with live insights.
  
  
• Company records were enriched with decision-maker data and direct contact information to accelerate outreach.

The result was a simplified, data-driven sales infrastructure, creating a more efficient process with better insights and better decisions.

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Empowering the people behind the process

To ensure that sales acceleration wasn’t just external, VAEKST equipped Kunde & Co’s team with the tools and training to strengthen their own customer acquisition efforts, building on the existing commercial excellence of the partners.

Two hands-on workshops were executed:

• Workshop I - Building pipeline & booking meetings: Principles for proactive and consistent outreach, a consultative and value-based selling philosophy, and methods for structured pipeline management.
  
  
• Workshop II - Sales execution: Frameworks for increasing win rates and reducing time-to-close through better qualification, discovery, and closing. This included models such as MEDDICC and the Tension Model to drive momentum.

The sessions didn’t just improve methods, but aimed to empower consultants to own their role in growth.

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From brand strength to sales momentum

Within months, Kunde & Co experienced a clear acceleration in pipeline growth and renewed confidence in their sales process, creating a tangible connection between their brand excellence and commercial performance.

Results at a glance:

• A structured sales Go-To-Market framework driving consistent outreach
  
  
• Improved HubSpot processes and adoption across departments
  
  
• Continuous outbound traction across multiple markets
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• Enhanced sales maturity and measurable productivity gains
  

More than a partnership, the journey between VAEKST and Kunde & Co demonstrates how even market leaders can grow stronger when a structured outbound sales is implemented to build pipeline.

Ready to connect strategy with scalable growth?

Book a meeting with VAEKST to explore how we can help your organisation build a commercial engine that turns brand strength into measurable results.