One focused use case
The one commercial decision that matters most to you right now, with a clear measure of what "better" looks like.
Founding edition · 4 companies
Antwerp · Thursday 26 November 2026 (TBC)
Turn one revenue challenge into an AI prototype.a sharper sales focus.a plan for Monday.
A focused use case. A prototype you can test. A clear plan for Monday. Bring your own challenge and your own data, and build with people who get sales.
Why this Lab
Seen enough AI presentations? Bring one real revenue question and your own data. Build next to people who get sales. Leave with a prototype your team can test, and a plan for Monday.
What you take home
Not another deck. Something your team can test.
A prototype you can test
Built on a small, agreed sample of your own data. With first findings, and honest about what didn't work.
A plan for Monday
Your next step, who owns it, how you'll measure it and when you'll look at it again.
Pick the focus before the day
Four companies. One question.
Everyone in the group works on the same type of sales challenge, so you can compare notes. We choose the theme together before the day.
01ICP & prospect prioritisation
Which companies deserve your sales team's attention first?
For example: rank your target list on real buying signals instead of gut feeling.
02Find new customer segments
Where are the lookalikes and overlooked pockets of demand?
For example: find new segments that look like your best customers today.
03Increase conversion
Which signals help your team take the right action at the right moment?
For example: spot which deals need attention this week, and why.
04Grow existing accounts
Where is untapped potential in the customers you already have?
For example: find the accounts most likely to buy more, or about to leave.
05AI-native GTM playbook
How does your commercial model change when AI is built in from day one?
For example: redesign one sales workflow around what AI makes possible.
How the day works
Less talking. More building.
The real work starts before the day, so the day itself is spent on your challenge.
01Before
Get ready
Agree the shared challenge, the KPI, a small data sample and who joins from your side.
02Morning
Sharpen the question
Compare patterns across companies, challenge assumptions, and decide what a useful signal should change.
03Midday · 30 min
Look inside an AI-native team
How a company built around AI finds and wins customers. Speaker to be confirmed.
No pitch · No demo04Afternoon
Build and test
Build one shared approach, adapted to each company, and test it on real evidence.
05Close
Decide what's next
Look at what failed, choose stop, refine or validate, and name an owner and a KPI.
Who it's for
Small on purpose. The right four matter.
We keep the group small so every company gets real work done. That's why every application starts with a conversation.
A good fit if…
- You mainly sell to other businesses, ideally with 100–750 people
- You have a real sales, account or customer success team
- You have a pipeline, growth or conversion question you can measure
- You have some data (CRM, deals, customers), even if it's scattered
- You're trying AI, but haven't figured it all out yet
- A decision-maker and someone who knows the data can join
Probably not if…
- You're looking for an inspiration day or a big conference
- You want to buy a tool, or sell one
- You expect a finished CRM or production system in one day
- Nobody can take the next step after the day
Smaller, but commercially very sharp? Apply anyway.
Step one
It starts with a coffee, not a contract.
After you apply, Niels or Alexis will contact you for a short fit conversation: your challenge, what you could bring, and whether this group is right for you. No sales talk.
The deal
Free to join. Not free to skip.
Four seats and a lot of preparation. An empty chair means another company missed its chance.
€0
Complimentary founding edition
No fee to apply or take part. Applying is not a commitment.
€1,500
No-show fee
Only if your seat is confirmed and nobody from your company shows up.
Stand-in
Can't make it? Send a colleague.
Your seat belongs to your company. If you can't be there, someone from your team takes your place.
Full details in the participation terms · Your seat is confirmed in writing after the fit conversation
Apply
Four seats. Yours?
About 5 minutes. We read every application personally and reply within a week.
Work email only · no Gmail, Outlook, Telenet…
Received
Thanks, we've got it.
We'll read your application and get back to you within a week to plan a short fit conversation.
AI-generated illustration
See you there
Antwerp