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B2B SaaS · Supply chain · 18 employees
[Company C]
€2.5M → €4.1M ARR (+64%) in 12 months
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 |
“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.”
[Name]
CTO & Co-founder [Company C]
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