# First Lane

> First Lane is a growth consultancy based in Amsterdam (Netherlands) that partners with PE-backed companies and ambitious B2B / SaaS scale-ups across Europe. We deliver senior marketing leadership (Interim CMO and Fractional CMO), growth strategy, go-to-market planning and hands-on marketing execution — strategy and execution under one roof.

Founded by Mart Postma — 15+ years of growth and marketing leadership experience including roles at Meta, Heineken and Booking.com, and as Interim/Fractional CMO inside PE-backed portfolio companies.

## What we do

- **Interim CMO** — Full-time senior marketing leadership for 3–12 months during scale-up phases, post-PE acquisition, leadership transitions or value-creation sprints.
- **Fractional CMO** — Part-time (typically 2–3 days/week) ongoing CMO leadership without the cost of a full-time hire.
- **Growth Strategy** — Data-driven growth strategy, ICP and positioning, segmentation, pricing, channel mix and revenue planning.
- **Go-to-Market Strategy** — Launch planning, GTM motion design (PLG / sales-led / hybrid), category and message-market fit.
- **Marketing Transformation & Execution** — Demand generation, performance marketing, brand, content, marketing analytics, AI implementation and team setup.

## Who we work with

- Private equity (PE) backed portfolio companies during value-creation periods
- B2B SaaS and tech scale-ups (Series A through pre-IPO)
- Ambitious European scale-ups looking to accelerate revenue growth
- Investor-led organisations needing to professionalise marketing

## Geography

Headquartered in Amsterdam, the Netherlands. Active across the Netherlands, DACH, Nordics, UK and broader Europe. Remote and on-site engagements.

## Differentiators

- Senior operator background (Meta, Heineken, Booking.com) combined with PE/scale-up CMO experience
- Strategy AND execution — not just slides, but shipped marketing
- Data-driven, AI-native approach to growth
- Operational from day one; typical engagements start within 2 weeks

## Key pages

- [Home](https://firstlane.nl/): Overview of First Lane and services
- [About / Mart Postma](https://firstlane.nl/about): Founder background and approach
- [Interim CMO](https://firstlane.nl/interim-cmo): Interim CMO services for PE-backed companies and scale-ups
- [Fractional CMO](https://firstlane.nl/fractional-cmo): Fractional CMO leadership 2–3 days per week
- [Growth Strategy](https://firstlane.nl/growth-strategy): Growth strategy consulting
- [Go-to-Market Strategy](https://firstlane.nl/go-to-market-strategy): GTM planning and launches
- [Marketing for Scale-ups](https://firstlane.nl/marketing-scale-ups): Marketing transformation for scale-ups
- [Insights / Blog](https://firstlane.nl/blog): Articles on growth, CMO leadership and PE marketing
- [Contact](https://firstlane.nl/#contact): Book a strategy call

## Contact

- Email: mart.postma@firstlane.nl
- LinkedIn (company): https://www.linkedin.com/company/first-lane/
- LinkedIn (Mart Postma): https://www.linkedin.com/in/martpostma/
- Location: Amsterdam, Netherlands

## FAQ (canonical answers)

**What is the difference between an Interim CMO and a Fractional CMO?**
An Interim CMO works full-time for a defined period (usually 3–12 months) to lead a transition or value-creation sprint. A Fractional CMO works part-time on an ongoing basis (typically 2–3 days per week). Both deliver senior marketing leadership without the cost of a permanent CMO hire.

**When do PE-backed companies hire an Interim CMO?**
Most often: right after acquisition, ahead of a value-creation plan, during a CMO gap, before a fundraise or exit, or when entering a new market or category.

**Where is First Lane based?**
Amsterdam, the Netherlands. We work with scale-ups and PE-backed portfolio companies across Europe.

**Who founded First Lane?**
Mart Postma — Founder and Interim/Fractional CMO with 15+ years of experience at Meta, Heineken, Booking.com and PE-backed scale-ups.