GTM and Enterprise Sales architecture for tech companies scaling across EMEA.
Built on a decade of carrying enterprise quota — and the code to back it.
Why Selepoch exists
I
Enterprise sales in EMEA is a craft problem, not a process problem. US playbooks assume a homogeneous buyer, a linear sales motion, and an SDR team that scales with headcount. None of those things are reliably true across Frankfurt, Madrid, Stockholm, and Dubai. What scales is precision — specific ICP by market, specific messaging by buyer persona, specific sequence adapted to local buying culture.
II
The code matters. Sales decisions made without instrumented data are guesses dressed as strategy. Selepoch brings applied machine learning and revenue analytics into the work — not as decoration, but as operating practice. Pipeline scoring, conversion models, territory segmentation: these are engineering problems with direct sales consequences.
III
This practice is not built on recycled frameworks. It is built on a decade of carrying quota — at Cisco, at Envirosuite, across industries where a single deal takes years and a single misstep in a champion conversation costs a quarter. The methodology exists because it was tested in the field, not derived from it.
Services
The Problem
You have product-market fit in one geography. Now you're expanding — from the US into EMEA, or from one EMEA market into three. The playbook that carried you here will not carry you there. Different buyer personas, different procurement cycles, different channel dynamics.
The Work
Market segmentation and ICP refinement by territory. Pricing and packaging adaptation. Channel and partner strategy. Sales motion design — direct, PLG, or channel-assisted. Pipeline architecture and revenue model.
Format
8–12 week engagement. Fixed fee. Defined deliverables. Includes an instrumented revenue model and a 90-day execution plan built to be handed off.
The Problem
You have a deal in front of you — large, complex, slow-moving. You know it matters. You're not sure you're running it correctly. There are more stakeholders than you have mapped, and the competition is moving.
The Work
Deal strategy and multi-threaded stakeholder mapping. Competitive positioning and risk identification. Full MEDDPICC qualification against the real opportunity. Negotiation preparation and commercial architecture.
Format
Deal-by-deal sprints or quarterly engagement. Scope is defined by deal complexity. No retainer unless ongoing pipeline review is scoped explicitly.
The Problem
The team is in place but the architecture is not. You're pre-hire on a revenue leader, between leaders, or scaling past founder-led sales. You need direction that doesn't require a 250k/year salary.
The Work
Pipeline architecture and CRM reporting design. Hiring profiles and compensation frameworks. Sales team structure and territory design. Onboarding and first-90-day execution plans. Board-reportable outputs.
Format
12–20 hours/month. Minimum 3-month commitment. Structured around your board cadence and revenue review cycle.
Approach
Theory without quota experience is fiction. Every recommendation here has been tested against real buyers, real objections, and real procurement committees. No frameworks arrived at from the outside in.
Deliverables include models, dashboards, and working tooling. Not 80-page decks. A pipeline scoring model in Python. A territory segmentation analysis in SQL. A revenue forecast that updates when the CRM updates.
MEDDPICC, SPICED, Force Management — frameworks are thinking tools, not religion. They get deployed where they create clarity and discarded where they create bureaucracy. The deal is the unit of truth.
Europe is not a country. Buyer behavior in Germany, France, Spain, and the Nordics operates on different logics — different risk tolerances, different procurement authority structures, different ways of saying no. The EMEA playbook accounts for this by design, not as a footnote.
Engagement ends when the work is done. No monthly check-ins billed at a day rate for the sake of continuity. If ongoing support makes sense, it gets scoped honestly. If it doesn't, the engagement closes cleanly.
Tech Stack
CRM & Revenue
Pipeline Intelligence
Analytics & Modeling
Process & Methodology
Episodes
Thread A
The psychology and sociology of enterprise buying. How decisions actually get made inside large organizations — who holds authority, who blocks progress, and how the champion relationship determines everything else.
Thread B
Tooling, process, and models you can deploy. Annotated code, worked examples, and frameworks taken directly from live engagements. Built for revenue operators who want to move from insight to implementation.
No newsletter. One email per episode.
About
Selepoch is the practice of Guillermo Ruiz. The name is a concatenation: Sel, for selection and precision; Epoch, for inflection points. The practice exists at the intersection of enterprise sales execution, go-to-market architecture, and applied machine learning.
A decade of carrying quota — in network security infrastructure at Cisco, in environmental intelligence at Envirosuite, in sectors where a deal is measured in months and a single misstep in a champion conversation costs a quarter. Work across DACH, the Nordics, Southern Europe, and the Gulf. A ground-level understanding of how buying decisions actually happen in these markets — which is rarely how they're supposed to happen.
The quantitative side was always there. Pipeline scoring models in Python, territory optimization in SQL, propensity analysis built off CRM exports: tools that started as a way to understand what was happening inside my own deals and evolved into a methodology. Revenue analytics capabilities that typically live inside large enterprise sales ops functions, rebuilt for the field.
Selepoch is for companies at the inflection point — typically Series B to late-stage, expanding into or across EMEA, who need the GTM architecture built correctly the first time. The engagements are intensive, the outputs are transferable, and the work ends when the work is done.
Trajectory
Contact
Book a Working Session
A working session is exactly that — bring a deal, a territory model, or a pipeline problem. We work through it together. No pitch, no proposal, no follow-up unless you want one.
Request a session →Direct
For engagement inquiries, collaboration, or if you'd rather skip the calendar link and just write. Response within 24 hours on working days.