Small Group · Exclusive · Founding Cohort 1 · 8 seats only · Starts 1 September 2026 · €6,900 → €3,450 · 50% founding discount
Pipeline Engine Mastery — Small Group Programme

Build one repeatable
B2B pipeline engine.
12 weeks. 8 seats.

An exclusive small group mastery programme for senior B2B commercial leaders.
You don’t have a leads problem. You have a pipeline system problem. Pipeline Engine Mastery gives you one documented, repeatable system that produces qualified opportunities on purpose — not random acts of marketing.

12 Weeks
8 Founding Seats
40+ B2B Teams Diagnosed
44 C-Suite Recommendations
Apply for Cohort 1 — €3,450 Take the Pipeline Scorecard
Regular price: €6,900 / seat
Founding Cohort: €3,450
50% off for the first 8 members who provide proof-round testimonials. Starts 1 September 2026. Applications close ~22 August 2026.

The Real Problem

I’ve walked into 40+ B2B teams. The problem is almost always the same thing.

And it’s almost never what the CEO thought it was.

01

No pipeline system — just tactics

You’re running LinkedIn campaigns, trying cold email, attending events. Nothing connects. Nothing compounds. Every quarter starts from zero.

02

Feast or famine. Every quarter.

You close a deal and pipeline dries up. You focus on prospecting and delivery suffers. You can’t predict what’s coming 60 days out — and neither can your board.

03

You know the problem isn’t product.

Your product is good. Your customers are happy. But your go-to-market is broken — and you can’t find the leak. Three named revenue leaks hide in 90% of B2B firms.

“RUTTENS+ is a B2B GTM & sales-marketing system for scale-ups and industrials that want consistent pipeline without hiring a full team. I help you fix the handoff, the messaging, and the metrics — in weeks, not months.”

— Phil Ruttens, Fractional B2B CMO

The Method

The SCAN → MAX Journey. Delivered in 12 weeks.

Pipeline Engine Mastery delivers Phil’s full diagnostic-to-execution method in a small group of 8. Every phase is a build step. You leave with the engine, not just the theory.

Phase 01 · Weeks 1–2
SCAN
Diagnose
Name the gap. Identify your 3 revenue leaks. Set the 12-week target.
Phase 02 · Weeks 3–4
LAB
Foundation
ICP, positioning, messaging house, offer clarity and pipeline math.
Phase 03 · Weeks 5–7
MAP
Build
Channel strategy, demand engine, outbound sequences, inbound conversion.
Phase 04 · Weeks 8–10
SPRINT
Activate
Sales–marketing alignment, measurement, pipeline dashboard, live execution.
Phase 05 · Weeks 11–12
MAX
Operate
90-day operating plan. Documented Pipeline Engine. Graduation.
Why this sequence works: Most B2B programmes start with tactics. This one starts with diagnosis. You can’t build a channel strategy if you don’t know your ICP. You can’t run outbound if your messaging is broken. The SCAN → MAX sequence forces the right order.

The 12-Week Curriculum

What you build, week by week.

Every session ends with a concrete deliverable. By week 12, your Pipeline Engine is documented and live.

Phase 1 — SCAN + LAB · Weeks 1–4 Diagnose & Foundation
Week 1
Baseline & the Number

Diagnose current pipeline, set the 12-week target, name the gap.

Pipeline Baseline + Target
Week 2
ICP & Segmentation

Sharpen ideal customer, tier accounts, kill bad-fit demand.

Documented ICP + Account List
Week 3
Positioning & Messaging

Point of view, value prop, pain-based messaging that converts.

Positioning Statement + Messaging House
Week 4
Offer & Pipeline Math

Offer design + funnel math: volumes, conversion rates, CAC, targets.

Pipeline Model
Phase 2 — MAP + SPRINT · Weeks 5–9 Build the Engine
Week 5
Channel Strategy

Choose 2–3 channels that fit ICP + lean resources. Drop the rest.

Channel Plan
Week 6
Demand & Content Engine

POV/thought-leadership system. The 70/20/10 content rule in practice.

Content Plan + First Assets
Week 7
Outbound & LinkedIn Engine

The 4-stage Trust model: Discover → Engage → Connect → Co-Create.

Outbound Playbook + Sequences
Week 8
Inbound & Conversion

Landing pages, lead magnets, nurture paths. Conversion architecture.

Conversion Path Built
Week 9
Sales–Marketing Alignment

Lead routing, qualification, SLA, handoff. Shared language.

Aligned Process + Shared Definitions
Phase 3 — MAX · Weeks 10–12 Activate & Operate
Week 10
Measurement & Dashboard

5 pipeline numbers a board actually wants on Monday. Reporting cadence.

Pipeline Dashboard
Week 11
Execution Sprint

Run it live. Diagnose and clear bottlenecks together. Real-time troubleshooting.

Live Campaign Running
Week 12
90-Day Plan & Graduation

Consolidate everything into one operating system. Lock the next quarter.

Documented Pipeline Engine + 90-Day Plan

Who It’s For

8 seats. Deliberately small. Deliberately exclusive.

This is not a course with 200 participants and a Slack channel. It’s a mastery group — 8 commercial leaders, one room, Phil in every session. The selectivity is intentional: the programme only works when the room is right.

✓ Good fit
  • Head of Sales, Head of Marketing, CRO, or owner-led commercial at a €2–50M tech or industrial B2B firm
  • You own a revenue number but have no repeatable system behind it
  • You’ve tried tactics — campaigns, ads, cold email — but nothing compounds
  • You have a product that works, customers that stay, but pipeline that’s feast-or-famine
  • You can commit 3–4 hours/week for 12 weeks (live session + async work)
  • You want to build, not just learn — every week ends with a documented deliverable
  • English-language — comfortable working in an international peer group
✗ Not a fit
  • You’re pre-product or pre-revenue (no pipeline yet to diagnose)
  • You’re looking for someone to do your marketing for you (see MAX retainer)
  • You want a 3-hour masterclass, not a 12-week build commitment
  • Your company is B2C or your deal cycle is under 2 weeks
  • You need 1:1 intensive consulting first (book a SCAN to check)
  • You can’t protect 3–4 hours/week for 12 weeks

Not sure if you’re a fit? Take the 5-minute Pipeline Engine Scorecard →

Format

What you get every week.

Designed for senior operators who can’t add a second job. Phil’s time: ~2–3 hrs/week. Your time: ~3–4 hrs/week.

🎙

1× Live 90-min Group Session

The spine of the programme. Phil teaches the framework, runs a hot-seat, and drills into one member’s real situation live.

📋

Weekly Module Workbook

Pre-work + the week’s deliverable template. Complete it before the session so the live hour is spent on your actual situation.

🛠

IP Template Library

Every tool Phil uses with clients — ICP doc, messaging house, pipeline model, outbound sequences, dashboard. Yours to keep.

💬

Private Community Channel

12 weeks of access. Between-session Q&A, accountability, and momentum. Slack or Circle (confirmed with cohort).

🤝

Accountability Pods

Paired with 1–2 peers for weekly check-ins. The room keeps you running between sessions.

🔍

Monthly Office Hours

One group troubleshooting session per month. You bring the block; Phil diagnoses it. Open agenda.

Phil’s Track Record

Real proof. No agency speak.

Pipeline Engine Mastery is built on 25 years of B2B GTM work inside 40+ companies. Not a consultant who theorised it. An operator who ran it.

25
Years in B2B GTM
40+
B2B Teams Diagnosed
44
LinkedIn Recs from CEOs & C-suite
26K
LinkedIn Network
[PHIL TO PROVIDE — TESTIMONIAL 1: Paste verbatim LinkedIn recommendation or client quote. Ideal: CEO/CRO/CMO at tech or industrial B2B. Include before→after result if possible. Name + role + company must be real and displayable.]
?
[Name, Role]
[Company, Sector]
[PHIL TO PROVIDE — TESTIMONIAL 2: Paste verbatim LinkedIn recommendation or client quote. Ideal: different sector to Testimonial 1. Before→after result preferred. Name + role + company must be real and displayable.]
?
[Name, Role]
[Company, Sector]
[PHIL TO PROVIDE — TESTIMONIAL 3: Paste verbatim LinkedIn recommendation or client quote. Ideal: someone who specifically mentions Phil’s diagnostic/teaching approach. Name + role + company must be real and displayable.]
?
[Name, Role]
[Company, Sector]
[PHIL TO PROVIDE — CLIENT CASE STUDY: 1–2 before→after client results. Format: company type (can be anonymised), the problem, what was done, the measurable outcome (e.g. “went from X qualified calls/quarter to Y in 90 days”). This is the single highest-impact gap on the page.]
[PHIL TO PROVIDE — Professional headshot or photo for this page.]
AYA Energy EREA Wayfina [PHIL TO CONFIRM — other displayable brands]

Phil Ruttens — Fractional B2B CMO

I’ve walked into 40+ B2B teams. The problem is almost always the same thing — and it’s almost never what the CEO thought it was.

For 25 years I’ve led marketing and revenue at tech, SaaS, and industrial B2B companies across Belgium, the Netherlands, and the UK. Now I work as a fractional B2B CMO — helping 2–5 companies a year fix their pipeline at the system level.

Pipeline Engine Mastery is the first time I’m delivering the full SCAN → MAX method in small group form. The frameworks are the same. The templates are the same. The price is 50% off the standard engagement — because you’re the first room, and your results become the proof.

[PHIL TO CONFIRM — Which brands are displayable as past employers/clients? Tyk (likely yes — past employer), World Courier, Iron Mountain, cleverbridge? Confirm before publishing.]

Founding Cohort 1 — Starting 1 September 2026

The offer. Straight.

Founding Cohort 1 of 8 seats

Pipeline Engine Mastery

12 weeks. 8 commercial leaders. One exclusive small group. Every week you build a piece of your pipeline engine using Phil’s full SCAN → MAX methodology — the same method used in €6,990+ consulting engagements. Founding Cohort 1 gets it at 50% off because you’re the first room, and your results become the proof.

€6,900
€3,450
RRP €6,900 per seat · Founding Cohort 1 = €3,450 · 8 seats total · Application required · Cohort launches when 5 seats confirmed

Founding Member Bonuses

  • Lifetime alumni access — join future cohort live sessions as a guest, forever
  • 1× private 1:1 with Phil (30 min) during the programme to unblock your specific situation
  • Locked renewal price — if you rejoin a future cohort, you pay the founding price, not the RRP
  • Full IP template library — ICP doc, messaging house, pipeline model (xlsx), outbound sequences, dashboard
  • Priority access to future RUTTENS+ tools and automation frameworks
Founding seats available
8 total · Applications open now
Apply for Founding Cohort — €3,450

Application review + 20-min fit call. No payment until accepted.

What’s Included

Everything you need to build and run the engine.

No upsells. No paywalled modules. This is the full build.

✓

12 live group sessions (90 min each)

One per week. Teach + hot-seat + deliverable. The spine of the programme.

✓

12 module workbooks

Pre-work + exercises + deliverable template for every week. Yours to keep.

✓

Full IP template library

ICP doc, messaging house, pipeline model (xlsx), channel plan, outbound sequences, dashboard (xlsx).

✓

Private community channel

12 weeks of access. Between-session Q&A, accountability, and momentum.

✓

Accountability pod

Paired with 1–2 peers for weekly check-ins. The room keeps you running.

✓

3× monthly office hours

Live group troubleshooting sessions. You bring the block; Phil diagnoses it.

✓

1× private 1:1 with Phil (founding bonus)

30-min private session on your specific pipeline situation.

✓

Lifetime alumni access (founding bonus)

Rejoin future cohort live sessions as a guest, forever. The network compounds.

✓

Your documented Pipeline Engine

By week 12, one documented, repeatable system your team can run. Not a slide deck. A working engine.

Not Sure You’re Ready?

Take the Pipeline Engine Scorecard.

12 questions. 5 minutes. Know exactly where your pipeline system is broken and how close you are to the engine.

Score My Pipeline Now — Free

No email required to see your result. Application link is at the end.

Questions

FAQ

Straight answers. If yours isn’t here, email Phil directly →

Why is the founding price €3,450 instead of €6,900?
Because you’re in cohort 1. The curriculum is new, the room hasn’t been tested, and there are no testimonials yet about the cohort experience specifically. You get 50% off in exchange for being first — and for providing your honest results and feedback at the end. This is an explicitly open trade: discount for proof. Cohort 2 will run at the full €6,900.
How much time does this take each week?
Budget 3–4 hours per week: 90 minutes for the live session, 60–90 minutes for the pre-work and deliverable, and 30 minutes of async check-in. If you can’t protect that time for 12 weeks, this isn’t the right moment.
Is this taught or done-for-you?
Taught, with you doing the building. Phil teaches the framework, runs the hot-seat, and answers your questions — but you build your Pipeline Engine on your company, for your ICP. If you want someone to do it for you, that’s a MAP or SPRINT engagement (from €6,990). This cohort is for operators who want to own the system.
What size company is this for?
Best fit is €2–50M B2B tech or industrial companies where one or two people own the commercial number. Large enough that you have a real pipeline problem, small enough that you can actually implement what you build.
What if I can’t attend a session live?
Sessions are recorded. But the value of this cohort is the live room — the hot-seat, the peer dynamic, the accountability. If you know you’ll miss more than 2 sessions, reconsider whether September is the right cohort for you.
What’s the application process?
Fill in the application form (3 minutes). Phil reviews it and if there’s potential fit, he schedules a 20-minute fit call. On the call you discuss your situation, your goals, and whether the cohort is right for you now. If both sides agree it’s a fit, you get a payment link. No pressure close. No payment until after the call.
Is there a minimum enrolment threshold?
Yes. The cohort launches when 5 seats are confirmed. If we hit 5 by 22 August, it goes ahead on 1 September. If not, founding members are first on the list for the next cohort and their price is honoured.
What happens after the cohort?
You have a documented Pipeline Engine and a 90-day operating plan. You join the alumni channel with lifetime access to future live sessions. If you want to continue with Phil 1:1, the natural next step is a MAX retainer — a separate conversation, not baked in.

Applications Open

Stop running random acts
of marketing.

8 seats. 12 weeks. One engine. The founding price disappears when the room fills.

Apply for Founding Cohort — €3,450
Application + 20-min fit call. No payment until accepted. Cohort starts 1 September 2026.