About Fivep
Your playbook is flawless. It just isn’t on the call.
A buyer pushes back. Your rep goes quiet. I’m building the tool I wish my sales teams had. Built in London. Hosted in Europe.
Why Fivep
The playbook changes. The moment never does.
For 20 years, I wrote the battlecards, the positioning and the talk tracks. Then a prospect leans into the camera and says:
“Your competitor is 20% cheaper.”
The rep blinks. Glances at a tab. Reaches for a discount. The perfect answer existed on page 14 of a PDF nobody opens on a live call. It just didn’t arrive in time.
Three seconds of hesitation. That’s all it takes to lose command of the room.
Who it’s for
Built for regulated Europe.
Mid-market B2B software selling into FinTech and Healthcare. Strict data rules. Hard questions. Built for:
AEs and SDRs on the calls that matter most.
Product marketers who need proof of what lands.
Revenue leaders tired of paying for empty seats.
A playbook only works if it reaches the call.
The evolution
We mapped the strategy. We missed the silence.
The 2000s: Playbooks in PDFs. Reps couldn’t find them.
The 2010s: Cloud search engines. Reps didn’t have time to search.
The 2020s: AI bots for Slack. By the time a rep typed a query, the silence had turned toxic.
Strategy that never reaches the call isn’t strategy. It’s just literature.
The founder
Arjan van Proosdij
Founder, Fivep · London
Two decades leading product and marketing in cloud, cybersecurity and telecoms.
Twilio: directed product marketing; influenced hundreds of millions in pipeline.
Forcepoint: led product management for Cloud Security Gateway; reversed a five-year revenue decline.
Veritas & Verizon: launched enterprise cloud platforms globally.
Operating from London. Building AI sales-enablement systems for B2B tech since 2025.
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