Experience and perspective
Building markets.
Moving people.
I am Stefan Schweizer. In IT since 1994, in technology sales for more than 25 years. European markets, complex buying decisions and building teams shape my perspective.
Building something
that lasts.
My focus is cybersecurity and B2B technology that needs explaining. I have won customers for new security approaches, merged sales organisations and developed teams and partner business across Europe.
As an author, trainer and speaker I connect that experience with questions of trust, leadership and responsible decisions. This work shapes my books and the questions we work on together in a training.
No promises.
Verifiable stations.
I did not come out of the training industry. I spent twenty-five years on your side of the table — same quarters, same approval chains, same difficult conversations.
Making something new understandable.
Winning DACH customers for AI-based attack detection — and working out with them how to judge its value, its limits and what an introduction really takes.
Merging two sales worlds.
As VP Sales DACH, bringing together sales approaches, partner programmes and working cultures through the merger of Thycotic and Centrify.
Building a region.
As Senior Director EMEA Sales, developing team, enterprise pipeline and partner business for Microsoft 365 management and governance.
A new market needs more
than a translation.
It needs local relevance, reliable relationships and clear decisions.
Developing European market entry for US companies: target segments, first customers, local positioning and a realistic build plan.
Bringing direct outreach, marketing and partner business into one go-to-market with clear roles and priorities.
Working with IT, security, finance, procurement and management: which question is open, who owns it, which proof is missing?
The first hire shapes a region. Building sales teams, creating orientation and supporting their development.
When companies come together, sales models, partner programmes and grown cultures meet.
Pipeline and forecast should show what a business actually rests on: clear next steps, clean information, risks named early.
Give clarity.
Enable responsibility.
For me, freedom to act and operational discipline belong together. People need an understandable mandate, reliable agreements and the room to make their own decisions. Leadership has to hold those conditions even when a quarter gets difficult.
Bad news has to be on the table in time. A realistic view helps more than an optimistic forecast.
Words that stay with you.
18 excerpts from my books on leadership, sales, negotiation and starting a business.
Leadership is rarely too little — but often too much of the wrong thing.
Firmenkultur ↗German manuscript · Translated from German
An explanation that is always available does not explain a change.
Sales in Zeiten von AI ↗Prologue · sample · Translated from German
A clear, calm, well-reasoned no is often worth more than an ambiguous yes.
Verhandeln in Zeiten von AI ↗Introduction · sample · Translated from German
Starting is easier. Winning is not.
Gründen in Zeiten von KI ↗Foreword · sample · Translated from German
Trust is the invisible infrastructure of every organisation.
Firmenkultur ↗German manuscript · Translated from German
The issue is not that buyers read less. It is that what they read no longer tells them anything about the sender.
Sales in Zeiten von AI ↗Prologue · sample · Translated from German
Vague communication is an invitation to misinterpretation.
Verhandeln in Zeiten von AI ↗Introduction · sample · Translated from German
You can delegate analysis, not responsibility.
Gründen in Zeiten von KI ↗Foreword · sample · Translated from German
Leadership is not a method. Leadership is an attitude.
Firmenkultur ↗German manuscript · Translated from German
A verifiable commitment comes at a cost.
Sales in Zeiten von AI ↗Prologue · sample · Translated from German
The other person needs to feel understood before they are ready to listen.
Verhandeln in Zeiten von AI ↗Introduction · sample · Translated from German
Speed is only an advantage if you are running in the right direction.
Gründen in Zeiten von KI ↗Foreword · sample · Translated from German
Too many meetings, too little genuine connection.
Firmenkultur ↗German manuscript · Translated from German
An anecdote may illustrate a thesis, but it cannot support it.
Sales in Zeiten von AI ↗Prologue · sample · Translated from German
A good deal is not the one with the best price, but the one with the strongest relationship.
Verhandeln in Zeiten von AI ↗Introduction · sample · Translated from German
The more answers machines provide, the more valuable good questions become.
Gründen in Zeiten von KI ↗Foreword · sample · Translated from German
Trust is cheaper than control — and more valuable than gold.
Firmenkultur ↗German manuscript · Translated from German
AI provides options. The founder owns the decision.
Gründen in Zeiten von KI ↗Foreword · sample · Translated from German
25 minutes.
Three questions. One honest read.
You describe what you are working on. I tell you what I would look at first — and whether I am the right person for it. If I am not, I will say so.
Video · 25 minutes · free. You pick the slot — no callback loop.