Bas Seelen is the Chief Commercial Officer at Azerion, a global digital media and gaming company, where he leads revenue operations across Europe. With over 15 years in online marketing and a track record of building high-performance sales teams, Bas has guided Azerion through an IPO and integrated 65 acquisitions across 15 countries. His hands-on leadership in aligning global sales operations and fostering a coaching culture makes his insights highly relevant to CROs and sales leaders focused on team performance and growth.
In this value-packed episode, host Matt Milligan and Bas explore how to scale a revenue organization after dozens of acquisitions, emphasizing why each integration requires a unique playbook. Bas shares how blending an entrepreneurial culture with structured processes helped maintain performance across diverse markets. You’ll learn how he implements cross-country knowledge exchange and a “coaching framework” to break down silos and drive consistent sales excellence. Bas also offers contrarian insights on motivating sales teams beyond just money and even using acquisitions as opportunities to identify truly resilient, adaptable talent. From leadership mindset shifts to hands-on integration strategies, this conversation provides a roadmap for sales leadership in building high-performing, future-proof teams.
00:00 – Introduction & Theme
00:01:15 – Bas Seelen’s Background & Adtech Journey
00:02:45 – Growth via 65 Acquisitions
00:03:30 – Integration Challenges & Lessons Learned
00:08:30 – Multi-Channel Sales Strategy & Regional Differences
00:11:30 – Introducing New Products & Coaching Teams
00:13:00 – Incentives and Identifying Resilient Talent
00:17:00 – Fostering a Global Sales Culture & Accountability
00:20:00 – Embracing AI and Continuous Learning
00:21:30 – Closing Thoughts & Contact