Why Many B2B Startups Will Never Break the 10 Million Revenue Mark (with Adjust Founder Paul Müller)

About this episode

Adjust is the first major B2B SaaS player from Berlin to be sold for more than one billion. Co-founder and CTO Paul Müller, as a technical founder, was instrumental in building the sales organization and led the company to over 100 million ARR. In this Sales Bakery episode, he shares concrete insights on how B2B SaaS startups can overcome critical growth hurdles.

The Critical Phase: From 1 to 10 Million Revenue

Many B2B startups never make it past the 10 million revenue mark – and this has systematic reasons. Paul Müller explains that the hardest phase for any company is the jump from 1 to 10 million in revenue. This is where the wheat separates from the chaff, as founders must transition from operational work to strategic leadership during this phase.

"You don't need to have the best product in the market to succeed as a company," Müller emphasizes. Rather, it's about building the right sales structures and attracting experienced talent.

Silverbacks: Why Experienced Salespeople Are Crucial

One of the most important success factors at Adjust was the early hiring of experienced salespeople – so-called "Silverbacks." These professionals not only bring their expertise but can also mentor younger team members and professionalize sales processes.

But how do you attract such talent to an unknown startup? Müller explains that it's less about salary and more about vision and the opportunity to build something big. It's also important that these salespeople can be retained long-term in the company.

Investment in Onboarding: Up to 3 Months of Training

Another key factor in Adjust's success was a comprehensive onboarding program. The company invested up to 3 months in training new sales employees. This investment pays off long-term as well-trained salespeople become productive faster and there's less turnover.

"Bad onboarding ultimately costs you much more than good onboarding," says Müller. Especially in the B2B SaaS world, where sales cycles are long and customer relationships complex, thorough training is essential.

Properly Evaluating Product-Market Fit

Many founders believe they've achieved product-market fit too early. Müller provides concrete tips on how to properly evaluate product-market fit and handle the information gained. This isn't just about metrics, but also qualitative feedback and customers' willingness to actively recommend the product.

From MVP to First Millions: Adjust's Initial Offering

Adjust's path from MVP to first millions in revenue is also interesting. The company started with a focused offering and gradually expanded the portfolio. The opportunistic internationalization strategy was an important building block – Adjust didn't expand according to a rigid plan but seized emerging opportunities.

Building SMB and Enterprise Sales in Parallel

One of the biggest challenges for B2B SaaS startups is deciding between SMB (Small and Medium Business) and Enterprise sales. Müller shows how Adjust developed both segments in parallel and what different requirements this places on organization and processes.

For SMB customers, you need high efficiency and scalable processes, while Enterprise sales requires individual attention and longer sales cycles. The art lies in successfully managing both worlds.

What Founders Must Be Willing to Give Up

Paul Müller also speaks openly about what founders must be willing to give up to build a unicorn. The path to great success requires sacrifices – whether in work-life balance, personal interests, or direct operational control over all areas.

Trends in B2B Sales Over the Last 10 Years

Finally, Müller provides an overview of the most important trends in B2B sales over the last 10 years. From digitization of sales processes to changed customer expectations to new tools and technologies – the environment has fundamentally changed.

Yet one constant remains: "In sales, only revenue counts." This clear focus on results is crucial for sustainable success.

For B2B SaaS founders, this episode offers concrete action recommendations and shows which course corrections must be made early to overcome critical growth thresholds.