B2B Tech Founders · Munich · Europe

Your pipeline has other ideas.

Many B2B tech founders in Europe are building strong products and still closing most of their own deals. The first sales hire didn't solve the problem. The right outbound system will.

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The problem

Pipelines don't explode. They leak until they collapse.

The first sales rep arrives and three months pass. The rep is sending emails, making calls, and running demos. The pipeline is in the same place. So the founder steps back in, closes a few deals personally, and quietly starts wondering whether the rep is right for the role.

The rep usually isn't the problem. Nobody ever translated the product into language buyers actually care about. The founder could do it because they'd lived every problem the product solves, but that knowledge is in their head, not in a system. The rep inherited a territory, not a playbook.

That's a translation problem, not a talent problem.

How an engagement works

Three phases, clean exit

These three phases are built to solve that translation problem — taking what you know about your buyers and turning it into a system your team can run independently. The deliverable isn't just meetings. It's a complete outbound operation that doesn't need you in the middle of it.

Build & Launch

Months 1–2

Stack setup, ICP definition using the Jobs-to-be-Done framework, messaging and playbook build, and initial outbound campaigns launched and tested. The system goes live with real results before this phase ends.

Run & Optimise

Months 2–5

Outbound is running. The focus shifts to optimising conversion, refining messaging based on real responses, and booking qualified meetings with pre-agreed target companies. Performance is tracked, not assumed.

Train & Hand Over

Months 5–6

Full documentation of the system, playbooks, and ICP framework. Your team is trained to run, measure, and iterate on everything without outside support. The handover is complete when the team is genuinely independent.

About

The part most outreach gets wrong

Many B2B tech founders in Europe want to sell into the English speaking part of the world. The outreach usually reads like it was written by someone who knows the product extremely well, which sounds like a compliment until you think about it.

A career in complex technical sales taught me that the message has to be about the buyer's problem, not the seller's solution. Using the Jobs-to-be-Done framework, I map what buyers actually care about before a word of copy gets written. The result is outbound that works in the markets you're actually targeting.

That's 26 years in B2B sales, with the last 15 focused entirely on business development. That work has taken me across six continents, selling into each of those markets — always in English.

26+

Years in B2B
sales

15+

Years in business
development

4.92

Rating on
GrowthMentor

Free tool

Find out what your buyers actually want to hear.

Most outreach fails because it's about the product, not the buyer. The Win Condition Mapper takes your inputs, simulates your buyer's psychology using the Jobs-to-be-Done framework, and writes the outreach strategy to match. Takes a few minutes. Currently free in exchange for feedback.

The Win Condition Mapper

Tell it about your product, your buyers, and the problems you solve. It simulates your buyer's psychology and builds the outreach strategy from there. You get a full strategy kit in your inbox — Personas, Hiring Rationale, and Draft Copy.

ICP personas built from buyer psychology, not guesswork Messaging mapped to what buyers are actually trying to get done Draft outreach copy ready to test Delivered to your inbox in minutes

Run the Win Condition Mapper →

Your data is used only to generate your strategy output. It is not stored or shared.