Newsletter Issue 3 · AI & Sales Transformation
What an AI Sales Transformation Actually Runs On
Two engagements, one lesson. The AI is rarely the hard part.
AI & Sales Transformation · 4 min read
What an AI sales transformation actually runs on
By Cécile George · September 2026Two engagements inside PE-backed industrial businesses, one lesson. The AI is rarely the hard part. What the work stands on instead, and the week of checks to run before funding any AI initiative in the commercial function.
Pricing · AI Monetisation · 10 min read
How B2B SaaS Companies Are Pricing AI in 2026
By Krishna Chaitanya · June 2026A benchmark of 25+ B2B SaaS products and the five ways they price AI, from outcome-based fees to credits, tier-gating and bundling. The seat is not dead, but it is no longer enough on its own.
Pricing · 4 min read
When the Margin Wasn't Where the Model Said It Was
By Cécile GeorgeA Private Equity-backed welding manufacturer. Three years of transaction data. A structural pricing problem nobody had looked for. Here is what we found and how we fixed it.
AI & Commercial Transformation · 5 min read
AI in the commercial function: what we have learned, and what usually goes wrong
By Cécile GeorgeEvery PE-backed business is asking which AI tools to use in the commercial function. It is the wrong question, and answering it first tends to produce the same outcome. Here is what we do instead.
AI & Commercial Transformation · 5 min read
AI Boosts Market Segmentation Precision in B2B
By Cécile George · May 2026One of the key impact levers of AI in commercial functions isn't efficiency. It's how much further we can take things we were already doing, starting with market segmentation.
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Pricing, sales and GTM insight from inside PE-backed businesses. One idea, one read per edition.
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Our team
OPERATORS, NOT ADVISORS
Every mandate is led by a Hirondl partner, working alongside your management team. The senior experts and principals on this page carry the delivery, operators we have worked with for years. Where an engagement requires specific depth, we add trusted senior operators from our vetted network, all working with Hirondl as independent professionals, engaged per mandate. We work senior-only by design: the analysis a junior team would produce is carried by our analytics team and AI tooling, so what you pay for is experience, not a learning curve.
Cécile George
Founder · London
20+ years delivering rapid revenue and margin growth. Former Operating Partner. Ex McKinsey, INSEAD.
Renata Vancini
Partner · Rome
15+ years business building from Fortune 500s to startups. Sales and pricing transformation specialist.
Gregor Cohnen
Partner · Munich
20+ years Private Equity value creation leadership as Operating Partner and C-Level. Complex B2B commercial problem solving at BASF, Aurelius and Paragon.
Todd Babbitz
Partner · Chicago
20+ years of commercial transformation leadership across North America. Marketing and Sales expert at McKinsey, Chief Delivery Officer at INSIGHT2PROFIT, former antitrust partner at McDermott Will and Emery.
Yabing Wu
Principal · London
13+ years B2B SaaS and GTM strategy. Former Deel and Thomas International. Ecosystem-led growth and international market entry specialist.
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Igor Milat
Head of AI & Analytics · Zagreb
Former McKinsey consultant. 20+ years in business building and commercial transformation. Leads Hirondl's AI and analytics capability.
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Luca Pelamatti
Senior Expert · Milan
Former Bain consultant. 10+ years driving top-line growth for multinationals and SMEs. Revenue Growth Management specialist.
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Thomas Dahl
Senior Expert · Copenhagen
Former McKinsey consultant. Analytics and modelling across commercial transformation engagements.
LinkedInKrishna Chaitanya
Senior Expert · London
Former Simon-Kucher consultant. Pricing projects and analytics across Private Equity-backed engagements.
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