Co-founder of Outscaled · Marketing & operations
Thomas Groen.
I get to build the marketing and backend systems behind 30+ coaching, consulting and agency businesses.
The journey.
The short version.
The supermarket branch
My first operations job: operations manager of a supermarket branch. Double shifts from 6am to 11pm, schedules, stock, a team to keep moving. That's where I first learned what operations actually means: standards, rhythm and a team that runs without you pushing.
Door-to-door
I wanted to get better at sales and at understanding human behaviour, so I went door-to-door. High volume, hundreds of conversations, most of them a no. I became the fastest-growing closer in a company with 13 branches across the Netherlands, and reached team lead within my branch.
My own agency
I founded my own marketing agency. Funnels, ads and marketing systems for clients. It taught me how to build demand from zero, and it showed me what breaks inside a business when the backend can't keep up with the front.
Operating in software
From there I moved into the software world. Executive partner at a 70-person software company building for Philips, Disney and the Dutch government, sharing responsibility for business development, marketing and sales. Strategic partner at a fintech backed by HB Holding and supported by Rothschild and Visa, where we raised €5 million and I owned brand, positioning and investor communications. In both, my lane included the systems, processes and workflows that lift team performance. Go-to-market engineering, fundraising, stakeholder management: a bigger world than the agency one, and it ran on the same two things. Positioning and systems.
Returning as fractional COO
Then I returned to the agency world as fractional COO, inside a marketing agency portfolio doing €750K+ per month. SOPs, CRM workflows, client delivery, dashboards, team rhythms. A year of building the internal operations that let other businesses scale, this time with everything software had taught me.
Outscaled
Oli and I founded Outscaled. Everything from the chapters before comes together here: marketing that creates demand, sales that confirms it, and the backend systems that carry it, refined across 30+ businesses and over €50M signed. We help coaches, consultants and agencies scale, and the goal from here is to reach 10.000 entrepreneurs with clarity on achieving their dreams.
What I believe.
There is no secret formula.
Every "new mechanism" you've ever been sold is the same five things: positioning, offer, content, sales and delivery, executed with discipline. People buy when they feel seen, understood, and trust that your product delivers. That's resonance, and you can build it on purpose.
80% of scaling is marketing that pre-sells the buyer. I've sat on both sides: sales teams fighting for deals marketing should have already won, and calls where the buyer showed up ready to start. The second kind is a choice.
And you can't scale what you can't see. Data beats opinion, in marketing and in operations. So everything we install ends in a dashboard the whole team actually checks.
A business where knowledge lives in the founder's head is worth less than one where it lives in a system that learns and compounds.
The other half of Outscaled.
Oli owns the sales side: over €8M closed, two sales floors scaled past €400K/month, 25+ closers trained.