Celonis' Path to $1B ARR: Carsten Thoma on Company Building, Hiring, and the Difference Between Founders and Executives

About this episode

Carsten Thoma is considered one of the most successful software founders of the 2000s. After selling his startup Hybris to SAP for over one billion euros in 2014, he now serves as President at Celonis, sharing his experience in building billion-dollar companies.

The Characteristics of Successful Founders

Thoma has a clear vision of what distinguishes successful founders. Based on his experiences at Hybris and his current role at Celonis, he identifies specific traits that make the difference between average and exceptional entrepreneurs. These insights are particularly valuable for aspiring founders who want to understand which personal qualities they need to develop.

Strategic Market Selection and Timing

When selecting a market, Thoma considers several critical factors. His approach demonstrates how experienced founders systematically evaluate market opportunities and determine the right timing for market entry. This strategic thinking was crucial both at Hybris and in his work with Celonis.

Crisis Management as Growth Opportunity

One of his most interesting theses: the current crisis will lead to the creation of larger and stronger companies. Thoma explains his playbook for dealing with crises and how founders can systematically improve their resilience. Crises are viewed not as obstacles, but as catalysts for sustainable growth.

The Challenges of Hiring Over 1,000 Employees

The leap from a small team to over 1,000 employees brings entirely new challenges. Thoma shares concrete experiences about:

• –The difficulties in scaling hiring processes
• –Employee development and leadership across different growth phases
• –Managing high-performance executive teams
• –The importance of clear and direct communication in company building

Transition from Founder to Executive

One of the most critical phases in company growth is the transition from founder to executive. Thoma explains practical strategies for this transformation and shows when and how founders must adapt their role to successfully scale the company.

Organizational Structures and the Perfect Org Chart

With his experience building billion-dollar companies, Thoma has clear ideas about effective organizational structures. He explains the different levels - executive level, C-level, and management tiers - and how they work together optimally.

Celonis' Strategic Decisions

As President at Celonis, Thoma provides insights into:

• –The company's location strategy
• –The path to one billion ARR (Annual Recurring Revenue)
• –The role of Artificial Intelligence in corporate strategy
• –Company building and the question of when the operating model must be established

Board Building and Governance

Thoma shares practical experiences about building an effective board. These insights are particularly valuable for founders who want to understand how to professionalize their governance structures and build strategic support.

Dealing with Weaknesses in the Founding Team

An often overlooked but critical aspect: How do you deal with weaknesses in the founding team? Thoma offers pragmatic solutions for this delicate situation that affects many startups.

The Role of the President

As President at Celonis, Thoma explains the specific role of this position and how it differs from other C-level positions. This perspective is particularly interesting for companies thinking about their leadership structure.

Carsten Thoma's experiences at Hybris and Celonis offer a rare glimpse into company building at the highest level. His direct, practical insights are especially valuable for founders who want to understand how to build sustainably scalable billion-dollar companies.