Independent growth advisory for B2B software companies.
Work directly with Steen Helmer to sharpen strategy, improve commercial execution, and build a more disciplined path to growth. Independent by default. Supported by selected specialists when the case requires it.
Direct work with Steen Helmer — not handed off.
25+ years across direct and partner-led GTM.
European focus, with global perspective.
Strategy, partners, international growth.
Advice built for people who carry commercial responsibility.
Engagements are designed for senior decision-makers who set commercial direction and answer for the result — not for teams looking for inspiration.
Owners
You need growth without losing focus. I help you make sharper decisions on priorities, markets, partner models, and execution.
Commercial leaders
You need a clearer route from strategy to pipeline, partner activity, and revenue results.
Boards
You need better commercial visibility, clearer assumptions, and a practical basis for strategic decisions.
Follow me on LinkedIn
I post regularly on commercial strategy, partnerships, and international growth in B2B software. Follow along on LinkedIn.
Three core areas.
Growth Strategy & Commercial Execution
When growth stalls, the answer is rarely more activity. The answer is usually better focus, better sequencing, and better execution.
- Strategic diagnosis and priority map
- ICP, positioning, and value proposition review
- Commercial action plan and review cadence
Partner Strategy
A partner model only works when it is commercially realistic, clearly scoped, and supported by disciplined execution.
- Partner-fit assessment and segmentation
- Recruitment, enablement, and incentive design
- Joint value proposition and co-sell motion
International Expansion
Enter new markets with better assumptions, the right entry model, and a plan that survives contact with local realities.
- Market prioritisation and entry-mode choice
- Country sequencing and risk review
- First-hire profile and partner shortlist
Use a strategy review to go deep on a specific commercial question.
The advisory work is grounded in operating practice — and shared openly. Steen speaks regularly to founders and commercial leaders in the B2B software industry on strategy, partner motions, and international growth.
B2B Software Growth Academy.
The Knowledge & Learning portal for owners and commercial leaders in B2B software. Practical tools, training, weekly Q&A, real-world cases, and direct/partner-led GTM guidance — organised so members can navigate at their own pace.
AI is used where it improves speed, clarity, analysis, or execution quality. Specific AI assistants are also made available to members where relevant.
Practical use of AI in commercial work, with templates and assistants.
Audience building, conversation, and structured outreach.
Clarify what you sell, to whom, and why it wins.
Routines and lists that compound over time.
Building partner motions that actually contribute to revenue.
A growing library of frameworks, walkthroughs, and AI assistants.
Where the work has been applied.
A selection of recent engagements across B2B software. Each one started with a specific commercial question, not a general retainer.
Microsoft Dynamics 365 ISV Partner with vertical focus.
Dealer Service Management (DSM), built with Machinery Dealers since 1990.
Part of Aptean.
“We developed a structured strategy and go-to-market plan for international expansion.”
SAP ISV Partner.
All SAP Integration Automation from Migration to DevOps in One Place.
“We developed a channel strategy to help us achieve international growth.”
Streamline Your Invoice Workflow. Accelerate, automate, and bring full accountability to your accounts payable process with a uniquely productive invoice flow.
“First, we analyzed and optimized our partner strategy, and subsequently we optimized our commercial strategy for expansion in selected markets.”
Software solution for measuring customer experience and employee satisfaction.
“We have received assistance in using LinkedIn more strategically to generate qualified leads in a more predictable manner.”
Gluu helps Process Managers to connect people, tools and processes at scale – so you can focus on driving continuous improvement.
“We received assistance in developing a partner strategy among Microsoft Dynamics 365 partners that could support our international expansion.”
Fiftytwo is a Nordic retail software company. We build POS and store systems used by leading retailers to run pricing, payments, and transactions across staffed checkout, self-checkout, mobile POS, and connected digital services.
“We received assistance in transforming and modernizing our sales and marketing routines and processes. Among other things, this resulted in a better value proposition and stronger communication with the market..”
SERVICE MANAGEMENT PLATFORM.
Helps busy service teams handle incoming requests, automatically assign tasks to the right people, and see who’s doing what – so you can stay ahead instead of just keeping up.
“We received guidance on how to better utilize LinkedIn and Sales Navigator strategically, which helped us increase our visibility and engage with our target audience.”
Microsoft Dynamics 365 Business Central Partner – part of ITAGIL.
“We received assistance in developing a strategy and go-to-market plan that ensured internal alignment and made it easier for us to execute and follow up.”
A partner driven organisation developing intelligent and standardised document- and process management solutions for multiple areas of your business complimentary to your Microsoft 365 strategy.
“We received both assistance with board-level work and consulting advice on more operational matters, which resulted in a planned exit and the sale of the company.”
Hindenburg PRO is spoken-word audio editing software built for journalists and audio storytellers.
“We received assistance in professionalizing our strategy, go-to-market plan, and organization.”
Route planning & optimisation. Transport management system with integration to ERP.
“We received help in optimizing our strategy and go-to-market plan, as well as follow-up consulting and operational assistance with its implementation and execution.”
Selected partnerships.
Engagements are run direct. Specialists are brought in case by case, drawn from a network of trusted partners across Europe and beyond.
Hans Peter Bech is the co-founder of TBK Consult and has played a central role in shaping the company’s approach to international business development in the software industry.
Today, Hans Peter works independently through BOOX – www.boox.nu, which is the home of his work as a consultant, workshop facilitator, and author of business fiction and textbooks on business development in the software industry.
Hans Peter continues to be associated with TBK Consult as an independent external specialist and consultant. His deep experience in international expansion, partner channels, software business development, and executive advisory remains available to TBK Consult clients when his specialist expertise is relevant to the assignment.
This setup reflects the way TBK Consult works today: direct senior involvement, supported by selected independent specialists when a client’s situation calls for additional depth, experience, or market insight.
“Founding TBK Consult has been an important part of my professional journey, and I am pleased that the company continues under strong leadership by Steen Helmer. I am happy — and have full confidence — that the full responsibility for TBK Consult has now been taken over by someone who understands the business, the clients, and the values on which the company was built. I look forward to continuing our collaboration as an independent external specialist and consultant to TBK Consult, while further developing my own work through BOOX as a consultant, workshop facilitator, and author.”
Owner-led advisory, with direct involvement throughout.
TBK Consult is Steen Helmer’s advisory business. I work independently and stay directly involved in every engagement. When a client needs additional specialist depth, I involve selected collaborators with the right fit for the assignment.
That gives clients senior attention, low overhead, and the flexibility to bring in the right competence when needed.
600+ SME B2B software leaders, in one place.
Join the LinkedIn network group I curate, for owners, commercial leaders, and boards in B2B software.