Win New Business
Structured go-to-market strategies that identify the right prospects, compress the sales cycle, and land new logos in competitive European markets. Revenue growth you can build on.
Technology Sales Leader
Senior Business Development leader with 20+ years helping technology companies build revenue, penetrate European markets, and build elite sales organisations.
Experience across leading technology organisations
What I help you achieve
Structured go-to-market strategies that identify the right prospects, compress the sales cycle, and land new logos in competitive European markets. Revenue growth you can build on.
Strategic alliances, channel partnerships, and distributor networks that extend your market reach without scaling headcount. Execution-ready from day one.
Operational excellence across matrix organisations — hiring top talent, implementing repeatable processes, and turning unpredictable pipelines into a calculable growth engine.
Who I am
I'm Luc Pennings — a Business Development leader who has spent two decades inside the engine room of some of Europe's most demanding technology sales environments. From Sun Microsystems to VMware to Atos, I have built revenue, rebuilt teams, and opened markets that others declared too difficult.
My background is technical. My instinct is commercial. I bridge the gap between complex enterprise technology — Sovereign Cloud, Data and AI, hybrid infrastructure — and the business outcomes that boards and C-suites actually care about.
Today, as CGO for Atos in German-speaking Switzerland, I lead the charge on new logos and strategic partnerships in one of Europe's most sophisticated and demanding markets. The work is precise, relationship-driven, and results-focused.
What people say
Luc has the rare ability to open doors that others simply cannot. His network, combined with his deep technical credibility, makes him uniquely effective in enterprise sales.
In three months, Luc redefined our partner strategy for the DACH region. Structured, fast, and always focused on the outcome that matters — revenue.
What sets Luc apart is that he builds for the long term. He landed us three major Swiss clients — but more importantly, he built the relationships that will keep growing.
Ready to grow?
How I work
Navigate cultural, regulatory, and competitive complexity across the DACH, Benelux, and Northern EMEA regions. I bring 20 years of on-the-ground market intelligence and executive relationships.
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Combine human expertise with AI-powered market analysis, predictive targeting, and intelligent lead generation. Faster insights, smarter decisions, bigger results. The new edge for enterprise sales.
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Build and scale elite sales teams across matrix organisations. From talent acquisition to process implementation, partner ecosystem design to pipeline discipline — end-to-end revenue operations.
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About Luc
I'm a high-energy, analytically driven sales professional with a unique combination of direct sales, indirect channel management, and strategic business development. My technical foundation — built across Sun Microsystems, VMware, and Atos — gives me the credibility to engage at CTO and CIO level while staying commercially sharp.
I work across the full revenue cycle: from identifying the right beachhead opportunities, to structuring the sales motion, to building the partner and channel frameworks that ensure sustainable growth after the initial land.
Currently based in Switzerland, leading new business and strategic BD for Atos in German-speaking Switzerland. I'm selectively available for advisory engagements with technology companies entering or expanding within Europe.
Professional career
Chief Growth Officer responsible for new business and strategic market development in German-speaking Switzerland. Focus on Sovereign Cloud, Data and AI, and building executive-level relationships with key enterprise accounts.
Led business development across Benelux and Northern EMEA. Built and scaled partner and channel ecosystems, driving significant revenue growth through strategic alliance programmes and indirect sales motions.
Delivered 300% revenue growth across Northern EMEA. Landed 30+ new enterprise logos. Led cross-functional matrix sales teams across multiple countries, establishing the region as a top performer within the EMEA organisation.
Built a strong foundation in direct and indirect sales across enterprise hardware, software, and services. Developed the commercial instincts, technical credibility, and executive relationships that define two decades of consistent revenue growth.
Common questions
I work primarily with technology and software companies — from scale-ups entering Europe for the first time, to established enterprise vendors looking to grow market share in DACH, Benelux, or Northern EMEA. My sweet spot is complex B2B sales: Cloud, Data, AI, and infrastructure-adjacent solutions where technical credibility and C-level relationships matter.
It starts with a focused discovery conversation — your market position, pipeline gaps, and growth objectives. From there, I typically work on a retainer or project basis: either an embedded advisory role, a specific market-entry or partner-development programme, or a sales process and team structure review. Each engagement is scoped to deliver measurable outcomes.
My deepest expertise is in German-speaking Switzerland (DACH), the Benelux, and Northern EMEA — including the UK and Nordics. I have working relationships across the broader EMEA region and regularly engage with US-headquartered companies expanding into these markets.
Yes. I combine 20 years of hands-on BD experience with modern AI tools for market analysis, lead intelligence, competitive research, and pipeline acceleration. The combination of proven human relationships and AI-driven insight is a genuine competitive advantage in today's enterprise sales environment.
Send me an email at digital@pennings.ch with a brief overview of your challenge. I'll respond within one business day to schedule a 30-minute introductory call — no commitment, no pitch. Just a direct conversation about whether I can be useful to you.