About
Two decades in sales — now spent making other people's sales work.
I'm Urmas Kamdron. I help C-level leaders at mid-sized European companies turn sales from a black box into a system they can see, measure, and scale.
I've spent more than 20 years in sales and marketing — from carrying a quota on the front line to advising leadership on how to build the whole function.
Along the way I've trained and coached sales teams at some of the region's most demanding companies, including Elisa, LHV, Tele2, Ergo, and MyFitness. I've seen what separates teams that grow predictably from teams that lurch from quarter to quarter: it's rarely talent, and almost always the system — the process, the data, and the leader running it.
That's the work I do now. I bring the craft of selling together with modern sales technology — CRM, revenue intelligence, and AI — so mid-market leaders get both the fundamentals and the engine that makes them scale. Not theory. Things that have been tested in real sales rooms, with real numbers on the line.
I run this work through Iteration OÜ, and I work with leaders across Europe who are ready to stop guessing about sales and start seeing it clearly.
What I believe
A few principles that shape how I work.
- You can't manage what you can't see. Visibility comes before everything.
- Systems beat heroes. Growth that depends on a few people isn't growth — it's risk.
- Technology serves the process, not the other way around.
- Honest answers over comfortable ones. I won't promise the impossible.
Years in sales & marketing, front line to leadership.
Coaching and training entrepreneurs and teams since.
Published conversations on sales & leadership.
Trusted by teams at
Let's make your sales make sense.
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