Why I Founded Innomaatti
Philosophy of Sales and Value
When you distill sales concepts long enough, you’re left with the essence, unless the mixture burns at the bottom. The longer I’ve worked with this, the clearer the picture of sales has become. Sales is simple work. It follows simple laws, and at the core of all of them is the customer. An almost holistic desire to understand what the customer thinks has been the guiding principle of my sales philosophy. I’ve explored the concept of value with thousands of people, and the thoughts and discussions that emerge on this topic continue to interest me. What is value and how can it be created for the customer?
Sales work essentially boils down to testing our customer understanding time and again with the customer. Developing sales best practices is easier the better you understand the customer. Our services and tools largely revolve around this theme.
Hundreds of Projects and Thousands Trained
Innomaatti has implemented customer projects with over 600 companies, ranging from listed companies to startups. The common denominator among our customers is the desire and opportunity to engage in sales dialogue with their customers. For larger projects, we collaborate with trusted partners to secure the necessary headcount and expertise.
About my background
During my entrepreneurial career, I have served as the CEO of two companies, Innomaatti Oy and Efecto Oy, and for the last nearly five years as the CEO of the growth company Surveypal Oy. In these roles, I’ve worn many hats, from rental sales director to business coach. I have implemented hundreds of different development projects to develop sales content, tools, management systems, and business models. I have led numerous strategy rounds and developed customer understanding and sales for my clients using agile methods.
I have extensive expertise in customer relationship management and development, including customer and value-centered Key Account Management, managing customer relationships as part of company strategy, the connection between sales and customer relationships, resource optimization from both company and customer perspectives, customer understanding as the foundation for customer value creation, and strategic development of customer relationships.
I’ve been particularly interested in how new ideas can be brought to life in companies and people. This is perhaps the most challenging topic in any training and consulting. My choice has been to acquire broad knowledge about how people learn and what would make them change. This topic, in addition to sales, has perhaps been the most fascinating learning journey, and it’s still ongoing.
I train and consult fluently both in English and Finnish.
Key Partners
Welcome to the open courses of my partners:
Aalto Executive Education
Aalto University Executive Education and Professional Development (Aalto EE) offers globally impactful and high-quality management and expert training, education, and development services. Its offerings include tailored corporate solutions, MBA and DBA programs, and open education programs that develop strategic thinking, leadership skills, and networking. Aalto EE is among the world’s best management educators, with the prestigious Triple Crown accreditation and a position in the Financial Times Top 50 list.
Key Account Manager 2025 | 8.10.2025–6.2.2026
Tools for Successful Key Account Management
Key Account Manager – Training Program for Key Account Management | Aalto Executive Education
The success of a company starts with effective customer relationships. At the heart of successful customer and sales work is the ability to identify, produce, and communicate value in collaboration with the customer.
Especially in challenging economic times, maintaining and deepening key customer relationships is critically important for your company’s success, as customers are increasingly likely to seek clear justifications for their investments. As customers become more cost-conscious and critical of expenses, the importance of capable customer relationship management and genuine customer value creation and demonstration is emphasized. Losing key accounts to competitors in an increasingly competitive environment is also a significant business risk that can be managed through KAM activities. Customer needs and priorities may also change, requiring more tailored solutions, a proactive approach, and a deeper understanding of the customer’s operations from key account activities.
In the Key Account Manager training, you will enhance your work with important customers and master a practical toolkit for identifying, producing, and communicating value in your business. You will develop your skills to build trust and continuity in critical customer relationships and manage risks related to customer accounts. The program also provides tools for developing customer processes and customer management, and you will grow as a goal-oriented customer communicator.
Aalto EE’s Key Account Manager training has nearly 20 years of experience in developing the skills of those responsible for key accounts.
Tieturi
Tieturi is Finland’s leading ICT training organization, focusing on developing IT professionals’ skills through high-quality and pedagogically effective methods. With over 40 years of experience, Tieturi offers its customers tailored training that meets the individual needs of organizations, as well as certification programs such as ITIL® 4 Foundation. Tieturi is known for its quality and expertise, and its trainers are top professionals in their field. As part of Professio Group, Tieturi combines its long-term expertise with a modern and flexible learning philosophy, offering a reliable partner for continuous skills development.
Basics of Service Design
Basics of Service Design - Tieturi
How to create services that truly meet customer needs and stand out from the competition? In the Basics of Service Design training, you will learn to identify customer needs, utilize key service design tools, and build services that provide value to both customers and your organization.
The training offers practical methods and concrete solutions suitable for various work environments. You will delve into creating customer profiles, designing service paths, and testing and developing solutions. Whether you are a professional in marketing, business development, sales, or customer service, this training provides you with the tools to succeed.
Customer-Centric Expert 21.-22.5.2025 09:00 - 16:00
Customer-Centric Expert - Tieturi
The training provides you with a practical toolkit for customer-oriented expert work – from synchronizing goals to increasing value. With these skills, you will stand out from the competition and ensure customer satisfaction and commitment.
Are you ready to take your expertise to the next level? Future success requires strong customer understanding and the ability to create value for the customer in every interaction. The Customer-Centric Expert training offers tools and insights that help you grow into a trusted advisor and build long-lasting customer relationships.
During the training, you will delve into identifying, creating, and increasing customer value. You will learn techniques for appreciative dialogue and active listening that strengthen communication at the customer interface. Through exercises, you will deepen your understanding of building trust, understanding customer goals, and concretizing value, which are critical factors in successful customer relationships.
Suomen Toimitusjohtajakoulu
Suomen Toimitusjohtajakoulu Oy is a training and coaching organization specializing in SME management, which has trained approximately 8,000 business leaders and key personnel over more than 30 years. It offers practical training, such as specialized vocational qualifications in management, as well as personal mentoring, focusing on business development and improving profitability. The CEO School is known particularly for supporting the growth and changes of SMEs, offering expertise and solutions to the challenges of company finances and management in a changing operating environment.
CEO Academy - A Toolkit for Entrepreneurs and SME Leaders 15.4.2025 -
CEO Academy is a toolkit for entrepreneurs and SME leaders
Essential knowledge + effective tools + practical implementation = results
The CEO Academy compiles all the most essential knowledge and effective tools for you who want to develop in SME management. We don’t present theories but together identify the leadership that explains the success of SMEs.
Let’s talk!
Kalle Reunanen
044 011 2626
Innomaatti Oy