#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible

Update: 2025-07-11

Description

What does it take for a hardware company to build a successful software business? In this episode, Mikkel Bach-Andersen and Brian Andersen explore the real challenges behind the shift. From go-to-market models and new buyer dynamics to organizational resistance and incentive design, they unpack lessons from companies like Trackunit and FOSS that made it work and why so many others failed.

Comments

In Channel

#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible

2025-07-1138:04

#46 - Bart & Anders: Why your sales meetings belong in the open office

2025-06-3051:17

#45 - Liza & Natasha: Why do most sales methodologies fail to stick

2025-05-0251:14

#44 - The New Growth Agenda

2025-02-2457:57

# 43 - Jeppe & Martin: The Promised Brand - why branding matters with Mats Urde, Brand Orientation

2025-01-0601:03:03

# 42 - Carsten: Navigating the art of growth: Lessons on commercial value, simplicity, and responsiveness to change with Toke Lund, Enterspeed

2024-11-2956:57

# 41 - Mikkel & Martin: Rethinking Account Management: From Static Plans to Dynamic Client Partnerships

2024-11-1540:08

# 40 - Martin & Jeppe: A journey from Science to Sales with Alexander Broe, Novonesis

2024-10-2545:43

# 39 - Oliver & Jeppe: From frontline to Sales Management to Global ComEx with Daniel Mann, VELUX

2024-10-1141:24

# 38 - Martin & Jeppe: Insights on LUNAR with Camilla Frøsig

2024-09-2743:33

# 37 - Charlotte & Brian: The Importance of Websites

2024-09-1330:38

# 36 - Martin & Jeppe: Insights on Teton AI with Claus Ipsen

2024-09-0458:32

# 35 - Brian & Mikkel - What We Do At Kvadrant Consulting

2024-07-1938:17

# 34 - Sixten & Martin - Ecosystem Sales and Partner Management

2024-06-2154:02

# 33. Martin & Mikkel - Why most sales trainings fail and how to fix it

2024-05-2949:26

# 32. Nils & Mikkel - Nailing your product positioning

2024-05-0229:54

# 31. Mikkel & Toni - The RevOps revolution and the bowtie funnel

2024-03-2254:59

#30. Mikkel & Brian - Translate marketing strategy to execution with a marketing operating model

2024-03-0401:00:31

#29: Nils & Brian - 5 faldgrupper i B2B branding og hvordan du undgår dem

2023-12-0444:12

#28: Mikkel & Brian - Organisering af marketing

2023-08-3156:24

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#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible

#box-pro-ellipsis-17642631187716{-webkit-line-clamp:2;}#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible

#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible

#47 - Mikkel & Brian: From Selling Hardware to Software - Making the Shift Possible