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Customer case: InTheArena

From insight to impact: how InTheArena accelerates change with Tribe CRM

Interview with Larissa van der Velden, co-founder of InTheArena 

In the heart of Amsterdam, InTheArena helps large organisations to actually implement change. Not with hefty reports, but with people, drive and results. “We’re not a strategy or vision consultancy,” says co-founder Larissa van der Velden. “We literally stand in the arena with our clients. The change has already been decided; we ensure it lands in the organisation.” 

About InTheArena 

Together with Ireen, Larissa founded InTheArena nine years ago; next year they celebrate their tenth anniversary. Today, the team comprises seventeen consultants who drive change at financial service providers, universities, pension funds and organisations in the FMCG sector. They also work on societal challenges. 

Their approach transcends industries and focuses on execution and implementation. “Whether it’s about digitalisation, new regulations or cultural change, we ensure organisations create the right conditions to change successfully,” says Larissa. “Our people are real doers, focused on quality and results. Because people won’t remember you just for having a nice time with them – they remember you most if you truly help them achieve something.” 

InTheArena’s 5-Step Approach

To make change concrete and workable, InTheArena uses its own proven method: a 5-step approach.
Larissa explains:

✔ SEE – Make the change visual and concrete. “We always start with one core message that everyone understands and recognises.”
✔ UNDERSTAND – Analyse who is involved, what the impact is and how large the change is. “That way you determine the right approach.”
✔ DO – Start small and fast. “You immediately discover what works and what still needs adjusting.”
✔ SUPPORT – Provide practical support and communication. “Without support, people fall back into old habits.”
✔ ANCHOR – Ensure the change is lasting. “We always leave eventually, so we make sure the knowledge and ways of working are anchored in the organisation.”

This approach is straightforward, scientifically underpinned, and tested in practice. “We always work together with the people within the organisation itself. Because in the end, they are the ones who carry the change.”
“The licensing model was attractive and the system is straightforward. You can integrate it with many things, but we deliberately chose to start with the basics. We liked the idea that you can expand later on.”
Larissa van der Velden • Co-founder at InTheArena

Why Tribe CRM?

As InTheArena continued to grow, the need arose for better overview of its network and commercial activities. “We get most of our assignments through our warm network,” Larissa explains. “But as we grew, you no longer automatically know who has spoken to whom. We wanted to know: where exactly is our network, who are those people and what are we doing with them?”

The team explored various CRM solutions and ended up choosing Tribe CRM.

Implementation in practice

The start wasn’t entirely smooth – “we were in the middle of your relocation from Den Bosch to Utrecht, so the timing wasn’t ideal” – but working with Gijs from Tribe made all the difference. “He handled it very well. We gathered feedback within the team and reviewed everything in a single session at Tribe. After that, things improved quickly.”

Together, they set up the workflows and dashboards. “Now we have a commercial dashboard that shows at a glance which activities are ongoing, what stage they’re in, and who is responsible. During our meetings, we can immediately discuss opportunities and follow-ups. Previously, the team tracked sales opportunities in Teams or Excel.

“That took a lot of time,” notes Larissa. “In Tribe, you immediately see who we’re in conversation with and what the next step is. That provides an overview and peace of mind.”

From Kanban tools to Tribe

Previously, InTheArena used Kanban tools to track projects. “But with those, you had to drag and update everything manually,” Larissa recalls. “In Tribe, it’s much easier. You immediately see which organisations are linked, what conversations have taken place, and what the next action is. It’s less fragmented and far more practical.”

Implementing by their own method

InTheArena applied its own change approach during the Tribe implementation. “Implementing a CRM is also change management,” says Larissa. “You have to lower the threshold, remove unnecessary information, and set up the system to be as user-friendly as possible. Get the basics right first, then expand.” With Tribe’s help, the system was tailored to their needs: clear, simple and scalable. “That’s the great thing about Tribe: it grows with you.”

Results: Insight, Overview and Discipline

“The biggest result? Insight and overview,” says Larissa. “Tribe helps us keep our appointments and prepare conversations better. It’s now natural to pull up Tribe during our meetings and one-on-one discussions. We use it actively, not as an archive.” 

In their own 5-step approach, they are now in step 4 – the SUPPORT phase. “The next step is for the project leaders to truly hand over responsibility to the business, so that the system is fully embedded in our daily operations.” 

Looking ahead 

In the longer term, InTheArena sees Tribe as a strategic tool for growth. “We want a complete picture of our network, to know where our clients are and where opportunities arise. For example, in sectors like telecom or energy where there’s a lot happening. That way we can reach out in a targeted way. That suits how we work: personal, involved and goal-oriented.” 

Larissa also sees opportunities for recruitment: “Keeping track of contacts with former colleagues and candidates. Those are valuable relationships. Tribe helps us keep that network alive.” 

Larissa’s advice for other organisations 

“A CRM should never be a goal in itself. First think carefully about why you want to use it and what problem it solves. Start small, with an enthusiastic team that will champion the system. Let them experience what works and what doesn’t – that lowers the barrier for the rest of the organisation.” 

About InTheArena 

Change management firm based in Amsterdam, specialised in delivering change projects at large organisations and leading SMEs. With people, drive and results. https://www.inthearena.nl/  

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