100 Million Revenue: Adjust's Sales Machine

About this episode

Paul Müller, co-founder and CTO of Adjust, scaled the company as technical co-founder to over 100 million ARR before it was sold to Applovin for 1.2 billion euros. Today, he's a partner at EWOR and shares his valuable experiences from building a successful sales organization.

The Founder-Led Sales Myth

A widespread misconception is that founder-led sales is just a transitional phase. Paul Müller demonstrates why every sale must be founder-led at the beginning. Founders understand their product best and can authentically communicate the vision. They can respond to unexpected questions and even evolve the product during the sales process.

The role of the technical co-founder in sales meetings is particularly important. Paul explains why technical co-founders should be present in every sales meeting: They can answer complex technical questions, build trust with technical decision-makers, and simultaneously gather valuable feedback for product development.

Adjust's Product Strategy and Pricing

Adjust sold a technically sophisticated solution for mobile attribution and analytics. The company strategically designed its price ranges to appeal to different customer segments. The final solution was focused on helping companies understand and optimize their marketing attribution.

With multi-month sales cycles, which are common in the B2B software world, Paul relies on patience and continuous value creation. These longer cycles make it possible to build strong relationships and ensure the solution truly fits the customer.

The Path to 100 Million ARR

Adjust's scaling path to 100 million ARR was marked by strategic decisions and systematic sales organization building. A relevant business case that enables scaling must meet several criteria: recurring revenue, scalable processes, and clear value proof for customers.

Adjust developed an internal academy to onboard sales employees and systematically test their skills after hiring. This structured approach was crucial for success with a technically demanding product like Adjust.

Onboarding and Training for Technical Products

Onboarding new sales employees for technically complex products requires special attention. Adjust solved this challenge through:

• –An internal academy for continuous education
• –Systematic testing of skills after hiring
• –Close collaboration between sales and technical teams
• –Regular coaching and feedback

Meeting new employees' expectations at Adjust meant showing clear career paths and creating continuous learning opportunities. Paul emphasizes that transparency and realistic goal-setting are crucial.

Learning as a Founder

When asked how founders can best learn, Paul recommends a combination of practical experience, exchange with other founders, and structured learning. Direct contact with customers and continuously questioning one's own assumptions are particularly valuable.

For founders who want to receive an investment from Paul, his current role at EWOR is relevant. There, he supports promising entrepreneurs with his experience from the Adjust exit and his technical background.

Conclusion

Paul Müller's experiences show that building a successful sales organization is more than just selling. It's about creating systems, developing people, and not losing sight of technical excellence. The 100 million ARR and Adjust's successful exit are the result of this thoughtful approach.