Building a scalable sales function is one of the most important and trickiest parts of growing a niche software company. In Chapter Three of our Founders’ Guide, Bernd Mährlein, Upliift Advisory Board member, and I share practical advice based on years of leading sales across Europe.

Bernd and I explain how to build scalable structures using industry knowledge, digital tools, a hybrid revenue model, and a team that blends experience with fresh energy. Instead of relying on large one-off deals or old-school sales tactics, he shows how a consultative, value-led strategy builds trust and long-term success.

We also share how to align metrics and incentives with company goals, helping teams stay focused on customer satisfaction, recurring revenue, and strategic upselling.

Whether you’re refining your sales process or starting from scratch, this chapter offers a practical roadmap for scaling while preserving what makes your business unique.