0-1 Million ARR & Scaling B2B Sales Structures | Sales-Bakery, with Michael Jäger from Cremanski

About this episode

In the second episode of Sales Bakery, we dive deep into one of the most critical phases in any B2B startup's journey: scaling from zero to one million ARR (Annual Recurring Revenue). Michael Jäger from Cremanski, who has supported numerous B2B unicorns in their sales scaling efforts, shares his profound knowledge about building sustainable sales structures.

From Founder-led Sales to Scalable Structure

The central question many founders grapple with: Why should you eventually decouple sales from yourself? Michael explains that while founders are often the best salespeople for their own product, they simultaneously become the bottleneck for growth. Transitioning to professional sales structures is essential to make the company truly scalable.

Creating Early Structures - But How?

One of the key insights: certain structures should be established very early in the startup journey. This isn't about immediately building a large sales team, but rather laying the right foundation. Michael illuminates which processes and systems should be implemented from the start and how long founders typically should "stay involved" before fully delegating the sales process.

The Right Personnel Strategy: Juniors vs. Seniors

A common dilemma: Should you hire experienced senior sales professionals or start with juniors? Michael provides concrete recommendations on when each approach makes sense and at what point you can "conscientiously" hire your first sales employees.

Structuring Demand Generation

Generating demand is an art in itself. Michael explains how startups should structure their demand generation and which channels are particularly effective in today's market. Especially valuable are his insights on creating good lead lists - an often underestimated but critical success factor.

The Art of Modern Outreach

What makes good outreach in today's landscape? In an oversaturated market, startups need to stand out from the crowd. Michael shares proven strategies and explains what really matters in initial contact.

Activating and Motivating Channel Partners

An often neglected but powerful lever is partner sales. Michael provides practical tips on how to not only win sales partners but also keep them activated and motivated long-term.

What to Look for When Hiring Sales Staff

Selecting the right sales talent can make or break success. Michael explains which qualities and skills are truly important and how to recognize them in the application process.

Building Sustainable Structures for the Future

Particularly valuable are Michael's thoughts on how to create the foundation today for a sales structure that will still function years from now. This involves scalability, processes, and the right technical infrastructure.

Commission Models in Practice

Finally, the episode also addresses practical questions about commission models: Should you cap commissions or not? Michael provides concrete examples from the B2B SaaS space and explains which models have proven successful in practice.

With his experience supporting numerous B2B unicorns, Michael Jäger from Cremanski delivers valuable, battle-tested insights for all founders looking to professionalize and scale their sales structures.