Before you buy more leads, people or tools:

Find the lever that really moves your revenue. Not ten. One.

For B2B software and SaaS companies with €1–20M ARR, an existing pipeline and active sales, whose opportunities don’t reliably turn into revenue. After three sessions it’s decided which lever comes first, what’s really behind it, and who delivers it in the next 90 days.

Request 30-minute analysis →

First step: 30-minute Revenue System Analysis. We check whether the Lab fits your situation.

After the Lab, three things are decided

Which lever comes first
Not ten construction sites, but the one spot that costs you the most. In euros, where your data allows.
What’s really behind it
The founder, the team, the systems, the process or the pricing. And what has to change so revenue no longer depends on individual people.
Who delivers it in 90 days
Every action has an owner and a date. Marketing, Sales and CS know what they own.

Captured in your revenue map, a prioritised leak list and a 30/60/90-day plan. As PDF or board, ready to hand to your team.

Today, an AI can build you a 90-day plan too.

AI makes analysis faster. It doesn’t make better decisions for you, and it doesn’t execute. That’s where it almost always breaks: not for lack of knowledge, but because everything depends on a few people, often the founder.

So we use AI for the groundwork. And the sessions for what it can’t do: decide, hand over ownership, execute.

Teams that ran their Revenue Lab with us

iniationware Evolute evosis software IT Security Schweiz Lucendo Helasoft

Where B2B SaaS deals typically stall or die

StepWhere it typically gets stuckHow you notice itResponsible in the plan
Inquiry → Meeting Meetings come in, but the wrong ones Lots of conversations, but few with companies that really fit Marketing
Meeting → Opportunity Meetings get missed, first calls depend on the founder Sometimes everyone shows up, sometimes half. You sit in every first call yourself Sales
Opportunity → Closed deal You talk to one person, but not to the decision-maker Deals don’t close, sales cycles get longer, the forecast is off Sales
Closed deal → Customer start Handover from sales to customer success without context Customer has to explain everything twice, slow start CS
Renewal & Growth Growing revenue with existing customers happens by chance Nobody prompts upgrades, cancellations come as a surprise CS

In the Lab we find out which 3 to 5 of these cost you the most. In euros, where your data allows it. Otherwise with a clear plan for what you need to measure.

Afterwards every function, marketing, sales and CS, knows which actions it owns for the next 90 days.

Run the numbers on one lever yourself: your win rate.

Just one of several possible levers, but one you can run yourself in 60 seconds. A rough estimate is enough.

Your inputs
A rough estimate is fine. No finance deep dive required.
%
How many of your opportunities become customers today?
%
Realistically achievable, not wishful thinking.
€
Average annual revenue per new customer.
Your result
ARR from your funnel at current win rate of 20%
€720,000 ≈ 4 new customers per month
ARR from your funnel at target win rate of 30%
€1,080,000 ≈ 6 new customers per month
Additional ARR potential
€360,000
Same pipeline, higher win rate.

At your current win rate, you lose ≈ 2 new customers every month, each with a €15,000 annual contract. Those deals don't come back.

Model calculation based on your inputs, not a guarantee.

ARR = Annual Recurring Revenue

In 30 minutes you'll see whether win rate really is your biggest lever, or something else is.

Request 30-minute analysis →

From practice

What we find. And what happens next.

B2B SaaS · €3–5M ARRRevenue System Analysis · 30 minutes

Established SaaS provider

Starting pointMostly recurring revenue, mid-sized team, small sales team. Growth was in the low single digits, the target 10–20%. New sales reps need around a year to reach full productivity.

What surfaced

  • Most of the order volume depends on a single top sales rep or partner
  • No reliable visibility into qualified opportunities and win rate
  • New product features are sold inconsistently by sales
  • 8–10% revenue decline per year when projects end and follow-up projects start late

The follow-up project gap alone: a mid six-figure amount per year, calculated from the company’s own figures.

B2B SaaS6 months

Evolute CX GmbH

Starting pointEverything depended on the founder. He was the only closer and also ran delivery. Pipeline too thin, forecast unreliable.

MRR€20,000 → €40,000
Founder in first calls100% → 0%
Sales team1 → 3
B2B software7 months

Evosis Software GmbH

Starting pointNew customers came only through network and referrals. Sales was the CEO’s job. Two external outbound agencies had delivered 6 meetings in 6 months.

Decision-maker meetings per week3–4 → 20
Show rate60% → 88%
MRR+240%

Evolute and Evosis started with the Revenue Lab. The numbers came afterwards, during implementation, not in three sessions. The Lab showed where the lever was. Read the full cases →

How the three sessions work

Session 1 · Revenue map

Where does revenue get lost?

  • We’ve analysed your numbers and conversations beforehand. In the session we don’t walk through, we test: where is revenue really lost, from first enquiry to renewal, and what’s behind it? The founder, the team, the systems, the process or the pricing?
  • You get a visual revenue map: where inquiries come from, where they turn into opportunities and where deals fail to close.
Afterwards, you decide whether to continue. Based on first derivations from your numbers, with clearly stated assumptions.
Session 2 · Leak list

What costs you the most?

  • We identify the 3 to 5 most important revenue leaks: the spots where revenue or sales time gets lost, and the opportunities and process steps with the biggest leverage. For example missed meetings, deals that don’t close, pricing, or existing customers who stop buying more.
  • We run concrete scenarios: “What happens if more meetings take place, more deals close or existing customers buy more, each by 10 to 20%?”
Where the data is sufficient, you see your delta in additional ARR. Where it isn’t, you see what you need to measure.
Session 3 · 30/60/90 day plan

What do you change first?

  • Together we decide which lever comes first and where it applies: the founder, the team, the systems, the process or the pricing.
  • You get a clear 30/60/90 day plan: actions, who is responsible, milestones.
Optional: a recommendation on what to solve in-house and where external support makes sense.
What a leak list looks like

Example calculation · SaaS with €1M ARR

LeakAssumptionQuantified atOwner
ExpansionExisting customers aren’t systematically moved to higher plans €1,000,000 × 15% untapped expansion potential €150,000 ARR Sales
RetentionCustomers reach their first measurable value too late and churn €1,000,000 × 10% avoidable churn €100,000 ARR CS
PipelineOpportunities aren’t followed up properly and get lost Lost new business, assumed at 7.5% of ARR €75,000 ARR Sales
Visible potential in this example€325,000 ARR

The percentages are assumptions for this example, not an industry average. In the Lab we replace them with your real numbers on churn, activation, expansion and pipeline. That turns the estimate into a business case.

Who the Revenue Lab is built for

A fit if …
  • You are a B2B software or SaaS company with €1M to €20M ARR.
  • You have pipeline and sales activity, but opportunities don’t reliably turn into revenue. Forecasts fluctuate, and deals depend on a few people.
  • There are several stakeholders in the deal (founder/CEO, sales, CS, marketing), and you want to align all of them on one revenue picture.
  • You sense that with your current setup you should be getting more ARR before buying even more leads.
Not (yet) a fit if …
  • You are below €1M ARR and don’t have working sales with paying customers yet.
  • You are mainly looking for “done-for-you leads” or an agency to “switch on the machine”.
  • You don't actually want to build your own go-to-market system, just buy campaigns.

We don't make our money selling you leads. We make it by sharpening the revenue engine you already have.

What participants say after the Revenue Lab

Software
We walked into the Revenue Lab convinced we simply needed more leads. In the Lab it became clear: we weren't missing a lead channel, we were missing a system. Afterwards our target audience, offer and outbound funnel were laid out cleanly, and from there it was clear what to build and what to leave alone.
Thomas Stägemann
Thomas Stägemann CEO, Evosis Software GmbH
SaaS
We knew revenue was leaking somewhere. Now we know where: five concrete leaks in the process, 100% of first calls still run by the founder, a 100 to 140 day sales cycle in our ICP. The workshop gave us three priorities for the next 90 days, in the right order and with clear ownership. No more gut feeling, just numbers we can hold ourselves to.
Anselm Zebner
Anselm Zebner CEO, Evolute CX GmbH
SaaS
The Revenue Lab gave us the strategic clarity we had been missing. Together we sharpened our positioning, defined a clear category and built a focused roadmap for the next 90 days. Above all, it changed the way we think about go-to-market and growth for good.
Olaf Kreichgauer
Olaf Kreichgauer CEO & Founder, Lucendo Leadership GmbH
Who runs the Lab
Dennis Reimann

Dennis Reimann

Founder & Revenue Lead, Reventrum

Before Reventrum, we worked with more than 100 software and SaaS companies and kept seeing the same thing: marketing delivers leads, sales says the leads are bad, and leadership notices that too much gets lost between investment and revenue. The problem rarely sat in one department. It sat in the chain between them. That’s why in the Lab we don’t look at marketing or sales, but at the entire revenue chain.

  • Worked with more than 150 B2B companies. Today we work exclusively with B2B software and SaaS companies.
  • At Evolute CX and Evosis Software, the Lab was the starting point for the implementation that followed: MRR doubled in 6 months and MRR +240% in 7 months respectively.

A clear price. And the risk is on us.

The format
€5,000net

With the example values in the calculator above: €360,000 in additional ARR potential with the same pipeline. Capture even a fraction of it and the Lab pays for itself several times over.

For comparison: an interim sales director costs €1,500 to €3,000 per day. For the price of about two to three of their days, you know which lever brings you the most (in euros, where the data allows), what’s really behind it, and who delivers what in the next 90 days.

FormatThree 90-minute sessions, remote, spread over roughly 2 to 3 weeks.
ParticipantsTypically founder/CEO, sales/GTM lead, optionally CS/RevOps.
Payment logic

You only pay if you want to continue after session 1.

We work with your real numbers and opportunities. If no solid economic lever becomes visible, the engagement ends after session 1 without an invoice.

If you continue, the full Lab costs a one-time €5,000 net. Only then does the invoice come.

Why we do it this way: After 90 minutes in your numbers, you’ll know yourselves whether it holds up.

Dennis runs every Lab personally. That’s why we start a maximum of 6 Labs per month.

What happens next

1
Revenue System Analysis30 minutes

We check whether you're a fit for the Lab (stage, ARR, team, goal). If not, we'll tell you straight.

2
Analysis upfronteasy for you

You give us max. 10 metrics and, if available, recordings of 5 to 10 sales conversations. We analyse them before session 1, AI included. The analysis is done by the time we meet.

3
3 Lab sessionslive, together

We decide together, live, what comes first and who owns it. No lectures.

4
Handovercleanly documented

You get all results cleanly documented and can keep working with them internally, with or without us.

Ready to find out what’s holding your growth back?

3 sessions in 2–3 weeks · €5,000 net · Invoice only after session 1

Request 30-minute analysis →

First step: Revenue System Analysis. Together we check whether you’re a fit for the Lab and which lever should be in focus. If not, we’ll tell you straight.