Alex Hug

• Co-founded cusoso to provide fully customized procurement software solutions for medium-sized companies and large corporations.

• Developed and implemented go-to-market and outbound sales strategies in the DACH market.

• Strategic responsibility for business development, pricing models, and value-based sales approaches.

• Product strategy and product management with a strong focus on co-creation with customers.

• Designed and implemented agentic AI-driven microservices to automate repetitive procurement tasks.

• Positioned cusoso as a specialist for user-centric digital procurement transformation that quickly delivers value.

At Ventum, I was responsible for building and scaling new customer business – from the initial market approach to a robust go-to-market logic.

New Customer Acquisition (Outbound & Pipeline Building)

I developed a structured acquisition engine with clear target segments, relevant use cases, and repeatable outreach processes. This includes: target customer and stakeholder maps, message frameworks per persona, qualification based on concrete business drivers, and building a solid pipeline including clean forecast logic. Focus: fewer "prospects," more decision-ready opportunities.

Introduction of a Value Selling Framework (Value > Features)

I established a value selling approach that consistently starts with the customer's problem: Problem → Economic Impact → Strategic Relevance → Solution. For this, I built discovery structures, conversation guides, and value hypotheses, including business case logic (ROI/TCO thinking), qualification standards, and objection handling at the management level. Goal: Sales conversations become less "tool demo" and more business decisions.

Definition of Sales Products & Go-to-Market Channels

I structured the sales products to be purchasable and scalable (clear outcome, clear scope, clear entry points) and defined the appropriate GTM channels: which target groups we reach through which channels, with which messages, at what cadence, and with which responsibilities. Result: a GTM setup that combines reach, conversion, and delivery capability – instead of "everything for everyone."

• Acquisition of new logos (4 new logos in 2023 / total value of +1 million EUR)

• Responsible for complete account management (67 customers)

• Budget and revenue responsibility (+4.5 million EUR ARR / 24% above target / 18% price increase implemented)

• Establishment of an ABM and GTM strategy for the DACH/Scandinavia market with a focus on large enterprises

• Built a sales team from an initial 2 to 10 people