3x Growth, Zero Friction: The Tightest Marketing-Sales Alignment I've Seen in B2B SaaS - EP 126 🇬🇧 | Theresa Engl & Lars Thalmann (@Holycode)
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About this episode
When Lars Thalmann and Theresa Engl joined Holycode, they found no CRM, and growth was driven purely by the founders and their networks. What they built in just 1.5 years:
- 5x more leads
- 3x more opportunities
- 3x more new clients
- 2x revenue growth
- 1.5x faster pipeline velocity
- SQL-to-Opportunity conversion up 40%
- Net Promoter Score above 60%
The secret? They killed the marketing-sales divide entirely.
No separate KPIs. No MQL handoff battles. No "marketing generates leads, sales closes deals" drama. Just one unified growth team with one North Star: recurring revenue.
In this episode, you'll discover:
- The "Octopus Map" framework that aligns 6 services across 6 startup stages
- How buyer-led growth cut sales cycles while tripling client acquisition
- The 4-pillar system that drives their flywheel: ICP with buying power, fun brand, content-driven sales enablement, AI-powered efficiency
- Their weekly alignment ritual that focuses on insights, not just numbers
The Bottom Line: According to Gartner research only 17% of buyers want to spend time directly with sales. Millennials demand sales-free experiences. Lars and Theresa cracked the code for winning in this new reality—with a lean team, smart content, and zero friction between marketing and sales.
If you're still running separate teams with separate goals, this episode will show you exactly what you're leaving on the table.
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Follow Björn on Linkedin: www.linkedin.com/in/bjoernwschaefer
Order his GTM bestselling book Funky Flywheels 🕺💃
- GER: https://amzn.to/3Sgi8qk
- ENG: https://amzn.to/4g2Ly49
His homepage: www.rowing8.com
💃🕺 Looking for beta testers: his brand new software: funkybont.com
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