Leading with Trust: How Customer-Centric Teams Drive Business Transformation

What does it really take to turn a struggling organization into a winning one? How do the best leaders unite teams and drive growth, not just for one good quarter—but year after year, in a world that's always changing?

These questions are at the heart of our latest podcast conversation with Willem Hendrickx, Chief Revenue Officer at VectraAI. With decades of leadership across some of the world's biggest tech companies, Willem has a front-row seat to the power of culture, customer focus, and trust-based leadership. If you missed the episode (or just want the highlights), this blog is for you.

Meet Willem Hendrickx: The Leader Who Chose the Road Less Traveled

Early in his career, Willem made an unusual choice: he walked away from a stable banking career to dive into sales, simply because it felt right.

But Willem followed his instincts—and, as it turned out, this willingness to go against the grain would shape his entire leadership journey.

After tough stints at Xerox and a game-changing role at PTC, Willem found himself leading the Netherlands business at EMC in the middle of a crisis: customer satisfaction was at rock bottom, employee morale was shot, and trust was nowhere in sight.

So what did he do? He showed up early, stayed late, handed out T-shirts ("number six" for the sixth manager in a year and a half), and got deeply involved with his team, showing, not just telling, that he was in it for the long haul.

Rebuilding Trust—One Action at a Time

Willem's leadership philosophy is straightforward: trust is the foundation. It's built through visible action and consistent engagement.

He sent cakes to partners and notes to customers, celebrated small wins, and made sure everyone, from the sales floor to the boardroom, knew the vision and felt part of it. Slowly, that sense of "winning" returned. Team members felt empowered. Even spouses came up to thank him at holiday parties for bringing energy back to their families.

Willem's approach wasn't just about optimism; it was about hard, daily work—showing up, listening, and reinforcing a winning culture.

Customer-Centricity Starts on the Frontlines

Another major lesson from Willem: Stay close to customers and your teams. While it's tempting for executives to live in the "PowerPoint palace," real insights happen in the field. Willem spends time talking to sales reps, interviewing customers, and getting real feedback—good or bad.

This is more than a nice-to-have; it's essential in today's world, where customer needs shift fast and where buyer-centric selling is the new norm. Willem believes the companies that win are those who listen the most and adapt the fastest.

Scaling Growth: Leverage Over Headcount

In a world where adding salespeople isn't always the answer, Willem has doubled down on leverage—specifically, through strong partnerships, alliances, and managed service providers. Rather than relying solely on direct sales, he looks for ways to scale reach and impact through others.

A great example: VectraAI's partnership with CrowdStrike, bundling cybersecurity solutions for SMEs. By aligning internally (sales, marketing, product) and externally (partners), the company creates greater value for customers—and accesses new markets efficiently.

Making Smart Tech Choices

Willem brings a disciplined, pragmatic approach to technology investments. He suggests leaders ask:

If not, partnering may be the better move. And when it comes to sales and marketing tech, Willem is clear: the right tools should help teams spot buying signals earlier and boost productivity—not just check a box.

Culture, Focus, and Humility: The Three Pillars of Enduring Leadership

For Willem, the most important leadership lessons are also the simplest:

Advice for CXOs: Build for the Long Term

By focusing on fundamentals—trust, culture, customer focus, and leverage—leaders can build organizations that don't just survive, but thrive, in any market.

Willem Hendrickx's journey is a masterclass in leadership that works, especially when times are tough. Whether you're leading a turnaround, launching a new strategy, or just looking to inspire your team, his story is proof that trust, action, and humility are more valuable than ever.

If you're ready to lead change, focus on your people, and never lose sight of your customer, these are lessons you'll want to carry with you—quarter after quarter, year after year.