The challenge
The founder did 70% of all deals himself. Two account executives worked without a playbook, without structured CRM usage, and without a defined sales process. Pipeline overview consisted of a Google Sheet. Win rate was unknown. The forecast was the founder's gut feeling.
The approach
Assignment: Fractional Head of Sales, 2 days per week, 9 months.
Month 1, De Scan
- →HubSpot audit: 40% of deals not logged
- →No standardized sales process
- →2 AEs, no SDR
- →Report with 47 findings, 12 critical gaps
Month 2-4, Building
- →HubSpot restructured: pipeline stages, deal rotation, dashboards
- →6-step sales process developed and documented
- →Sales playbook v1.0 written
- →Outbound engine built: Clay + Lemlist, 200 prospects per month
Month 5-9, Running
- →Weekly pipeline reviews installed
- →SDR #1 hired and onboarded
- →AI automations: lead scoring, Fireflies → CRM integration
- →Founder involvement: 70% → 20% of deals
Results
| Metric | Before | After | Change |
|---|---|---|---|
| Pipeline/month | Unknown | €380K | — |
| Average deal size | €18K | €24K | +33% |
| Win rate | ~20% | 31% | +55% |
| Lead-to-close time | 90 days | 52 days | -42% |
| Deals per month | 2-3 | 5-6 | +100% |
| Founder in deals | 70% | 20% | -71% |
| ARR | €1.8M | €2.6M | +44% |
“Tim forced us to honestly look at our pipeline. Confronting, 40% of deals weren't even in the CRM. After 3 months, we had real visibility into our funnel for the first time. After 6 months, it ran without me.”
[Name]
Founder [Company A]
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