Revenue Operations SVP, Elsevier
Business Operations VP EMEA, NICE Ltd
Sales Operations Director EMEA, HPE Aruba Networking


Forterro is a European provider of ERP software and services for the industrial midmarket. Since it was founded in 2012, Forterro has quietly grown to become one of the leading software providers in Europe, with strongholds in each of the continent’s top production economies, as well as regional service hubs and development centres around the world and was recently acquired by Partners Group from Battery Ventures for €1 billion.

Search Background

Forterro has grown rapidly through acquisition. It therefore has a mix of target markets, target customers, revenue models, software delivery models and GTM models. With this growing complexity in mind, the Executive team decided to identify and recruit a Chief Revenue Officer.

The business is going through the process of putting in place the people, structures, and processes needed to drive the next phase of growth – building what’s called internally as ‘Forterro 3.0’. The plan is to continue to scale out the business internationally, through both organic growth and optimisation of current assets, as well as further M&A activity.


The successful candidate needed to have a proven experience of scaling GTM organisations for multi-product software companies for mid-market customers internationally and seen the modernisation of a company from On-Premise to Cloud. With a growth mindset, this candidate needed strong operational fundamentals with experience of leading sales operations, pricing and enablement in order to drive and govern the programs and governance to enable Forterro to successfully grow and transition to a stronger recurring SaaS revenue model.


Erevena identified and introduced Massimiliano (Max) Madama who brings a wealth of experience of scaling revenue operations/sales operations initiatives at scale and transforming businesses from on-premise to SaaS solutions. A high energy, and enthusiastic Executive, Max proved a strong cultural fit and joins at an exciting point of Forterro’s journey with Partners Group moving forward.

Dean Forbes


With a well-established relationship with Erevena, Forterro embarked on the search for the newly created position of Chief Revenue Officer against the backdrop of previous successful engagements with Dan Hyde and his team.

Strong market insights, coupled with a stringent, orderly process of search and selection, has ensured seamless alignment in our partnership, delivering us a highly successful outcome where we welcome Max Madama as our Chief Revenue Officer.

Our experts

Dan Hyde, CEO

Grant Hayward, Partner

Specialisms: Product, Engineering, Marketing, B2B SaaS, Bottom Up SaaS

Tim Horslen, Principal

Specialisms: Product Leadership, Commercial Leadership, B2B SaaS

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