Mediapilot

I came back to Sweden from studying in the United States with no idea what I wanted to do. Most of my friends went into traineeships or the bottom rung of big consulting firms. Sales was not something you aspired to in Sweden at the time, so I aimed at purchasing instead, because people told me it had status. It was dull, and I lasted no time at all.

I ended up at a PR agency on commission only. That is where I met Fredrik Båge, who told me straight away that I would be good at sales. I doubted him for about a year. He was right, and we founded Mediapilot together.

Over seven years we built a B2B SaaS insights business with 100+ clients — Coca-Cola, McDonald's, SCA, Atlas Copco, Volvo — and hired more than 100 people. We built teams in Stockholm and Oslo, won the Dagens Industri Gazelle high-growth award twice, and did it all with no external capital and no debt. In 2010 I opened the Oslo office from scratch and left it profitable with a 10% margin and 1M EUR turnover. The business merged with Whispr and was later sold in 2018.