Case studies
Specific proof behind the Europe GTM and revenue claims
This page groups the quantified stories that matter most for recruiters, founders, and investors: the scale-up from €1M to €12M ARR, the enterprise deal that mattered, the team that had to be built, the founder journey from zero, and the market-opening work in France and Spain. Each card below states the challenge, the action, the outcome, and what a founder should take from it.
Proof
€12M ARR
Scaled SaaS revenue across UK, DACH, Nordics & Southern Europe as VP International Sales
€1M ARR
Founded Allcolibri from zero, secured €1M financing (€500k equity, €500k debt)
25+
Built and led a team of 25+ across UK, DACH, Nordics and Southern Europe
€1M+
Personally drove strategic deals including a €1M+ contract with Schibsted
All case studies
Kaisa: €1M to €12M ARR
The scale-up story, what changed in the system, and why it worked.
The €1M+ Schibsted enterprise deal
What strategic enterprise execution looked like in practice.
Building a 15+ European sales team
Hiring, ramping, and operating across multiple markets.
Allcolibri from €0 to €1M ARR
Founder-led GTM, financing, and operating lessons from zero.
Opening France and Spain from zero
What true market-opening work looks like before the system exists.
Case cards
Challenge: A B2B SaaS company stuck around €1M ARR with a founder-led motion that could not scale past its first markets.
Action: Rebuilt the commercial system: ICP focus, a repeatable sales motion, the first real sales hires, and forecasting discipline the board could trust.
Outcome: Scaled from roughly €1M to €12M ARR by turning founder-led selling into a repeatable, multi-market revenue engine.
What a founder should learn: The jump from €1M to €10M+ is a systems problem, not a hustle problem. The bottleneck is usually the absence of a repeatable motion, not a lack of effort.
Challenge: Winning a strategic seven-figure enterprise account against incumbents, with a long buying committee and real switching cost.
Action: Ran a multi-threaded enterprise motion: mapped the committee, built internal champions, aligned to the business case, and managed procurement and legal to close.
Outcome: Closed a €1M+ enterprise agreement that became an anchor logo and reference for further expansion.
What a founder should learn: Enterprise deals are won on access and business-case alignment, not feature lists. One anchor logo changes how the next ten conversations start.
Challenge: Build a commercial team across multiple European markets and languages without diluting quality or burning the first hires.
Action: Defined scorecards by role, sequenced hiring to demand, built onboarding and ramp standards, and put a forecasting and management cadence in place.
Outcome: Built and operated a 25+ person multi-market European sales team with a consistent motion across countries.
What a founder should learn: Hiring ahead of a repeatable motion creates expensive churn. Sequence the team to proven demand and standardise ramp before you scale headcount.
Challenge: Take a company from zero revenue to a real commercial base, with founder-led GTM and the financing constraints of early stage.
Action: Owned founder-led selling, found the first repeatable use case and ICP, and built the earliest commercial and financing foundations.
Outcome: Grew from €0 to roughly €1M ARR and established the first repeatable commercial motion.
What a founder should learn: Zero-to-one is about finding the one use case that repeats. Everything before that signal is search, and it should be run as search, not as scaling.
Challenge: Open two new European markets from a standing start, with no local brand, pipeline, or playbook.
Action: Built local pipeline from zero, adapted the motion to French and Spanish buying behaviour, and created the first references in each market.
Outcome: Established working pipeline and first customers in both France and Spain, creating the template for later market entries.
What a founder should learn: Market-opening is a different job from territory management. The first year is about creating pipeline and proof where none exists, which is exactly the experience to screen for when hiring.
Best fit
Recruiters
Use this site if you are hiring a VP Sales Europe, CRO, GM Europe or interim revenue operator for a B2B SaaS company.
Founders
Use this site if you are opening Europe, hiring your first senior sales leader, or need a sharper GTM motion by country.
Investors
Use this site if a portfolio company needs Europe market entry, sales leadership, or a faster path from €1M to €10M ARR.
Work with Adrien
Need proof that maps to your search?
Use the case studies to pressure-test fit for a role, an advisory mandate, or a Europe expansion plan.