Bror Elving

Bror Elving is Questback’s Chief Revenue Officer and someone whose understanding of feedback has been shaped not by one role, but by almost every function a SaaS company has to offer.

Closing in on a full decade at Questback, Bror has moved through sales, customer success, support, and commercial leadership. Each of those positions revealed a different side of what feedback does inside an organisation. In sales, he saw how the decision to start listening, often marks a turning point in how a company thinks about itself. In customer success, he saw what happens when that listening becomes continuous: relationships deepen, retention improves, and growth follows naturally.

As the person now responsible for Questback’s full revenue organisation, he carries all of those perspectives into how he thinks about the platform and the customers who depend on it. His belief in feedback is rooted in something simple. In a world where decisions move faster than understanding, the organisations that build a habit of listening will always outperform those that rely on assumption. Feedback closes the gap between what leaders believe is happening and what is actually true. That gap, left unaddressed, is where culture erodes, customers quietly leave, and strategies lose contact with reality. Bror sees Questback’s role as making sure that gap never grows wider than it needs to be.

His writing reflects both a commercial and a deeply human perspective on feedback: not just why it matters, but what it makes possible when it is embedded in how a company operates, and what is quietly lost when it is not.