Compenda & Aexus: Building a structured growth engine in the landscaping market
Compenda is a Dutch software company that helps service-driven SMEs streamline their operations, optimize planning and improve commercial performance. One of its core focus segments is the market of landscaping companies (hoveniersbedrijven), where Compenda supports entrepreneurs in running more efficient and scalable businesses.
Rick Terpstra serves as Commercial Manager at Compenda and is responsible for driving market growth and expanding the company’s commercial footprint.
“We needed to fill the top of the funnel, but in a way that truly fits who we are.”
Rick: “When we started exploring external support, our main challenge was clear: the top of the funnel needed to be filled. We wanted to connect with more leads and create a stronger, more predictable flow of commercial opportunities.
I already knew Aexus, but I didn’t want to make the decision lightly. I involved several colleagues within Compenda in the selection process because I wanted broad support and a well-considered choice. We evaluated three different parties and had extensive conversations with each of them.
In the end, we chose Aexus because their way of working really resonated with us.
What stood out was their proposal to approach the market in a segmented manner, with small batches per target group. If we saw traction within a specific segment, we could scale up. If something proved less successful, we could redirect our efforts. That approach aligned perfectly with how we believe the market should be developed.
At Compenda, we believe in personal connections and long term relationships. If we were to introduce an automated helpdesk tomorrow, it simply wouldn’t feel like Compenda anymore. We want to stand next to the entrepreneur and help them grow. Personal attention is central to our identity.
The same applies to outreach. Fully automated campaigns or generic LinkedIn sequences don’t suit us. Personal connection is essential. That’s how we work with our customers, and that philosophy must start at the very first contact moment.
That’s why the match with Aexus works so well.
When we started working together, we first took time to understand each other’s way of working and align our approaches. From our side, we had a very clear product–market combination in mind. That’s where we wanted to focus.
Together, we tested this across different tracks. We quickly started receiving signals from the market. Based on those signals, we were able to determine what worked and what didn’t. We continuously fine-tuned our market approach until we reached a clear product–market fit.
Once we had that clarity, we could roll it out programmatically.
Today, this has evolved into an ongoing collaboration. We’ve been working together for over a year now. Our outreach activities are structured and consistent, resulting in a continuous flow of qualified appointments.
We focus specifically on landscaping companies with 5–25 employees. Meetings are being scheduled, calendars are well filled and we have a weekly alignment rhythm. Every Friday, the Aexus team provides a comprehensive report with insights into the pipeline, results and the plan for the upcoming week. We review everything together and closely monitor performance.
The Aexus team always comes well prepared. At this stage, we’re no longer searching for the right approach; that optimization phase is behind us. We now know what works. It’s about systematically covering all regions and maintaining a healthy, full funnel.
In the Netherlands, there are roughly 1,500 relevant companies within our target group. It will take time to speak to all of them, and to reconnect with those for whom it wasn’t the right timing initially.
So we continue on our current path, because for us, this collaboration works very well.
Working with Aexus has given us immediate access to an experienced commercial team that knows how to enter and develop a market. They create a constant flow of structured commercial activity in a flexible model, without requiring internal capacity from our side.
Beyond the direct commercial impact, this collaboration has energized Compenda as a whole. It has given us tremendous clarity about where we should focus and where we need to move as a company.
“For us, the partnership with Aexus is a clear success.”