The challenge
A B2B SaaS company in supply chain with €2.5M ARR. The founder had just hired a VP Sales who left after 4 months, €120K loss including opportunity cost. The team of 3 AEs operated without a system. No CRM discipline, no forecasting, no structured sales process. The founder was considering a second hire but wanted to fix the foundation first.
The approach
Fractional Head of Sales, 12 months
Month 1, Diagnosis
- →CRM audit: Pipedrive → HubSpot migration necessary
- →No standardized sales cycle
- →Team skills assessment conducted
Month 2-4, Building
- →HubSpot implementation and migration
- →7-step sales process developed
- →Sales playbook written
- →Outbound engine built: Clay + Apollo
- →AI lead scoring implemented
Month 5-9, Scaling
- →SDR hired and onboarded
- →Team training program launched
- →Weekly pipeline reviews and quarterly business reviews
Month 10-12, Handover
- →Full-time Head of Sales recruited and onboarded
- →All systems and processes documented
- →Successful handover completed
Results
| Metric | Before | After | Change |
|---|---|---|---|
| ARR | €2.5M | €4.1M | +64% |
| Pipeline per month | €180K | €620K | +244% |
| Win rate | 18% | 29% | +61% |
| Sales cycle | 120 days | 68 days | -43% |
| Team size | 3 AEs | 3 AEs + 1 SDR + HoS | — |
| Founder in deals | 60% | 5% | -92% |
| Cost vs full-time VP | — | — | 60% cheaper |
Figures from real engagements. Company names anonymized at the client's request.
“The problem wasn't the person, it was the system. Tim built the foundation first and then found the right HoS to take it over. I could never have done that myself.”
Founder, B2B SaaS supply chain
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