Vodafone Business · Product Lead
Transforming SaaS Sales from Assisted to Self-Serve
How Vodafone Business went from a fully assisted, account manager-led sales model to its first-ever self-serve B2B digital marketplace — built from zero, a first within the Vodafone Group.
The Situation
Vodafone Business was selling its SaaS, Cloud, and Cybersecurity portfolio exclusively through assisted, account manager-led journeys. Every sale required human intervention — from initial enquiry through to contract and onboarding. In a market moving rapidly toward digital-first buying behaviour, this model was creating friction, limiting scale, and leaving commercial opportunity on the table.
The Challenge
Vodafone Business had no self-serve digital channel for enterprise products. Customers who wanted to explore, evaluate, and purchase solutions independently had no way to do so. The business needed a marketplace platform built from zero — one that could handle complex B2B product catalogues, enterprise pricing architecture, and regulatory compliance, while integrating with existing sales and operational infrastructure. No equivalent existed within the Vodafone Group at the time.
The Action
I owned the Vodafone Business Marketplace from business case through to live GTM — the first self-serve B2B digital channel in Vodafone Business’s history. I defined the platform strategy, led discovery with enterprise customers and internal sales stakeholders, and built the product roadmap from inception.
I secured Vodafone Group funding through C-level roadmap alignment across local and Group teams, navigating a complex matrix organisation to get the initiative approved and resourced. I led a cross-functional Product POD as player-coach — coordinating engineering, design, commercial, legal, and sales enablement workstreams simultaneously.
I defined the pricing architecture, developed the GTM strategy, and built the sales enablement programme that equipped the commercial team to support and promote the new channel.
The Result
Vodafone Business launched its first-ever self-serve B2B digital marketplace — a first-of-its-kind platform within the Vodafone Group. The platform reduced time-to-purchase for enterprise customers, removed dependency on account manager availability for standard product transactions, and created a scalable digital revenue channel for the SaaS, Cloud, and Cybersecurity portfolio. Portfolio adoption grew 25% over 18 months across the managed product set.
What They Said
Philip is an outstanding product leader with excellent communication and stakeholder management skills. He brings strong product management discipline across the full lifecycle, from strategy and new product development through to go-to-market and in-life optimisation, while leading with clarity, empathy, and confidence.
Rute Santos, SaaS Product Manager — Vodafone Business