Demand generation that converts
Work smarter, matter more
MatterMore helps enterprise B2B marketing and sales leaders transform lead generation into qualified revenue. Built on the Revenue Motion Framework™ — the proven five-phase system for how modern B2B demand generation actually works.
THE PROBLEM
Most B2B demand generation isn't broken because of bad people or bad tools
Marketing runs campaigns. Sales chases leads. Both report to leadership separately. And somewhere in the gap between the two, real buying opportunities get missed — often without anyone noticing.
What enterprise revenue actually requires is something different. Not a campaign. Not a funnel. A motion.
FRAMEWORK PREVIEW
The Revenue Motion Framework™
A five-phase operating system for B2B demand generation:
Align → Sense → Orchestrate → Convert → Optimize.
It’s not a funnel. It’s a continuous motion, designed around how enterprise buyers actually move.
HOW MATTERMORE HELPS
Three ways to work together
Interim
Consulting
Training
For teams in transition. Roel steps in as interim demand gen lead to stabilise performance, rebuild the engine, and hand over a system your team can run. Best for enterprise B2B technology companies going through change.
For teams that know what they want to do but need the strategy and architecture to get there. Fractional advisory across the five phases of the Revenue Motion Framework™ — from alignment and signal strategy to orchestration and optimisation.
For teams adopting new tools, new methodologies, or new ways of working. Roel trains marketing and sales teams on what the shift means, why it matters, and how to do the right things with less wasted effort.
ABOUT ROEL
Roel Haanappel — 30 years in enterprise B2B demand generation
Global-scale demand generation operator across high-performance organisations.
Former Global Director of Digital Growth at Unit4, now Senior Manager Global Performance Marketing at SUSE.
Award-winning Dynamic ABM program architect. Writes, trains, and advises on the mechanics of enterprise B2B revenue motion.
TECH & PLATFORM EXPERTISE
Platforms and tools
Demand / ABM / Intent: Demandbase, 6Sense, Lattice, D&B Rev.Up ABX, Terminus, TechTarget, Madison Logic, Rollworks, Bombora, Slintel, Foundry, ZoomInfo, Cognism, Aptivio, Lead Forensics
CRM & Marketing Automation: Salesforce, MS Dynamics 365, Marketo, Pardot, Act-On
Content & Web: Semrush AIO, Waikay, Google Search Console, Webeo, Turtl, Optimizely, Qualified, WordPress, Acquia, Hippo, Magento
Sales engagement: SalesLoft, Outreach, LinkedIn Sales Navigator, Drift, LiveChat
Advertising & social: LinkedIn Campaign Manager, Google Ads, Facebook/Instagram Ads, Reddit Ads, Bing/Microsoft Ads, Stackadapt, 6Sense Ads, Hootsuite, Sprout Social, DSMN8
My favorite LLM:
Claude (chat, cowork, code)
Webinars & events: ON24, GoToWebinar
Analytics: Google Analytics, Google Tag Manager, Lookerstudio, BI, and the native reporting of the above
Gifting: Reachdesk, Sendoso