Case Studies
Case Studies · Reventrum
Two revenue systems that turned founder-led sales into predictable growth. Both follow the same pattern: diagnosis, rebuild, rhythm. And both begin with the same step, the Revenue Lab.
Case 01 · B2B SaaS
Evolute CX GmbH
Sales system rebuild in 6 months: MRR doubled, best month above €104,000, founder fully out of the first calls.
Context
B2B SaaS · CX and survey software for product development teams · 5 to 8 employees · roughly €300,000 to €800,000 revenue p.a. · conservative DACH industry, multi-person buying centers, 100 to 140 day cycles. Sales setup: one role, the founder alone.
Starting point
- Everything hangs on the founder: the best and only closer, and delivery at the same time. Structurally the bottleneck.
- Pipeline too thin, forecast doesn't hold: too little coming in at the top, cash anxiety toward year-end.
- Five breakpoints from lead to end of onboarding: improvised discovery, no qualification scorecard, unclear buying center, hiring by gut feel, unstructured onboarding.
- No clean handshake between stages: it's not the product that slows deals down, it's the transitions.
Approach
Stage 01 · Diagnosis
Revenue Lab
Funnel screening from lead to end of onboarding. Five revenue leaks isolated, persona and buying center sharpened, pipeline cleaned out.
Stage 02 · Five levers
Revenue System Build
Process
- Pipeline: six fixed stages, defined exit criteria per stage, weekly review.
- Scripts: setting script, discovery script with qualification scorecard, reoffer and follow-up playbook.
- Cadence: 150 to 200 calls/day, min. 2 meetings/day, 6.5 h talk time, a daily 15-min review.
Team
- Hiring: a documented 3-stage process instead of a 20-minute gut call, commission tied to payment received.
- Onboarding: a documented ramp path, benchmark first deal after 41 days.
Stage 03 · Operating rhythm
Revenue Advisory
16 weekly coaching sessions over 6 months: pipeline reviews, hiring sparring, mindset work on the bottleneck.
Results
- MRR doubled: €20k to €40k, a pure recurring base, not a one-off deal effect.
- Best month above €104,000 in revenue (MRR plus one-time revenue from an industry framework contract).
- Sales team from 1 to 3, with a documented ramp path.
- Founder in first calls: 100 % to 0 %, the team carries the funnel.
Honestly: the 100 to 140 day cycle stays structural. What changes: it's now predictable, deals no longer drop silently out of the process.
„The collaboration turned individual sales wins into predictable growth. I'm out of every first call, the team carries the funnel, and for the first time I see week by week where the deals really stand.“
Anselm ZebnerCEO, Evolute CX GmbH
Next step: if you're in a similar situation (a founder-based sales system, a thin pipeline, a long cycle), you start with the same step, the Revenue Lab.
Case 02 · B2B Software
Evosis Software GmbH
From founder-led sales with no predictable inflow to an outbound revenue system that grew MRR by 240 % in 7 months and built a repeatable pipeline.
Context
B2B software · custom software development and AI process automation · 47 employees · DACH, Berlin. New-customer acquisition ran exclusively through network and referrals, sales was the boss's job, and a structured outbound channel did not exist.
Starting point
- No predictable inflow: the referral channel was empty, weeks without a new first call on the calendar.
- Sales hung on the founder: Thomas was responsible for delivery, team and sales at once, so acquisition automatically slipped to the back.
- No system behind the outbound: no scripts, no qualification logic, no KPIs, no follow-up, no offer structure that was tangible for decision-makers.
- Two external outbound vendors before: the result in 6 months was 6 meetings, 1 of which took place. Internal approach without a system: 3 to 4 meetings/week, not scalable.
Approach · outbound revenue system
Stage 01 · Diagnosis
Revenue Lab
Target audience, buying center, offer logic and value communication dissected. The custom software development translated into a tangible AI use case, the entire outbound funnel diagnosed, from dial to show.
Stage 02 · People / Process / Platform
Revenue System Build
Offer
- Offer productized: three tiers, AI potential workshop → proof of concept → transformation project.
- Value communication: role-differentiated for C-level and tech lead.
Process
- Scripts and slots: setting and discovery script, qualification early in the funnel, firm scheduling logic, dynamic slot management instead of „when suits you?“.
- Nurture playbook: 7 touchpoints between booking and meeting (confirmation, personal introduction, case study, reminder plus social proof), the lever behind the show rate.
Stage 03 · Operating rhythm
Revenue Advisory
Weekly sparring, KPI review, mindset work in the outbound team. Bottlenecks are resolved on a 7-day cadence, the system stays sharp.
Results
- +240 % MRR growth in 7 months, driven by higher meeting volume, a better show rate and the new three-tier offer structure.
- +182 % meetings month over month, with shorter talk time and fewer dials.
- 20 qualified decision-maker meetings per week instead of 3 to 4 before, the meeting rate multiplied fivefold (same role, same leads, different system).
- Show rate from 60 % to 88 % through the nurture and slot system.
- Sales out of the boss's hands: a replicable process, clear KPIs, growth planned instead of hoped for.
„What we built isn't a cold-calling trick, it's an outbound system. Two vendors before delivered 6 meetings in 6 months. Today a single role runs 20 decision-maker meetings a week, the calendar is booked two months out, and our MRR has grown 240 % in 7 months. It's no longer a question of the person, it's a system.“
Thomas StägemannCEO, Evosis Software GmbH
Next step: here too, everything began with the Revenue Lab, before we even touched outbound.
Revenue Lab
Your case could be next.
Both paths began with the same step. Start with the Revenue Lab and find out where predictable growth is hiding in your funnel.
Go to the Revenue Lab →