How Notus Scaled from €45K to €180K MRR in 18 Months While Achieving Complete Founder Independence

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ABOUT

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Notus is a personal branding agency focused on B2B tech and service companies, helping them leverage founder-led marketing to drive revenue and establish market leadership. Their done-for-you model uses dedicated content strategists to create authentic content with minimal client time investment. Marvin built the business through his own LinkedIn presence, becoming a prominent voice and thought leader in the personal branding space.

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Despite strong founder brand and consistent inbound interest, growth had stagnated at €40-60K MRR. The entire sales process ran on Marvin's charisma and gut feeling with zero documentation. As he tried to exit sales to focus on product and content, he realized he couldn't transfer his intuitive approach to the Head of Sales he'd hired. Without a documented system, the business was bottlenecked on his personal capacity.

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TRANSFORMATION

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THE SITUATION

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At €45K MRR, Notus had impressive market presence through Marvin's LinkedIn brand. Inbound was flowing, but growth had flatlined. The problem: everything ran on Marvin's intuition and charisma. He was freestyling every conversation based on gut feeling with no conscious framework for why some deals closed while others didn't.

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There was no structured follow-up, no revenue forecasting, no documented advanced sales process. The CRM was a mess. They were also losing significant opportunities because inbound leads weren't being captured effectively—no systematic way to engage interested prospects from LinkedIn before they went cold. Marvin couldn't articulate what worked versus what didn't because his approach was entirely intuitive.

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The critical inflection point: he'd hired a Head of Sales to exit selling, but had nothing to teach him. How do you transfer gut feeling? His tendency to chase multiple ideas simultaneously meant they were also trying to serve three different avatars at once, further fragmenting focus.

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THE CHALLANGE

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Notus's challenge wasn't generating interest—Marvin's LinkedIn delivered consistent inbound. The challenge was capturing more of that inbound interest and turning it into in-ICP Pitches, whilst also transforming an intuitive, charisma-based founder sales approach into a documented, trainable advanced sales process while preserving the unique style that made it work.

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They needed to solve two problems simultaneously: capture inbound more effectively before opportunities went cold, and build complete sales infrastructure while training a Head of Sales who needed to start closing immediately. This couldn't be generic training—it had to capture Marvin's specific expertise and vibe while making it systematic. The founder needed to fully exit, not just reduce involvement.

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THE SOLUTION

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Phase 1: Focus & Foundation
Started with funnel analysis revealing Notus was chasing three different ICPs with no basic sales infrastructure. Made critical decision: focus exclusively on one core ICP and one core offer. Created Foundational Positioning Architecture & Core Thesis. Built advanced sales process with decision gates, requiring prospects to demonstrate belief in core thesis. If they don't believe, conversation ends early. Updated ICP definition with strict qualification, built TAM list, and prevented distractions by holding them accountable on execution of highest leverage action items. 

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Phase 2: Inbound Capture & Advanced Sales Process Implementation
Placed dedicated setter to systematically capture and qualify inbound opportunities through signal-based conversational LinkedIn outreach. This increased demo booking rate by over 200%, ensuring interested prospects from Marvin's content didn't slip through the cracks. Built and documented an Advanced Sales Process from zero: structured scripts, discovery framework, closing methodology, objection handling for €30K+ deals.

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Migrated to proper CRM with pipeline hygiene discipline—every opportunity requires documented next step, zero excuses. Implemented dual-track training: weekly 1:1s with both Marvin and Head of Sales, analyzing call recordings with specific tactical feedback. Provided ongoing Slack access for real-time coaching. Trained Head of Sales directly using PREDICT methodology while incorporating Marvin's brand approach, solving the transfer problem.

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Phase 3: Independence & Scale
Transitioned all sales execution to Head of Sales over 6 months. Marvin moved from primary closer to oversight to complete exit. Today he only takes direct personal intros—everything else runs independently through the advanced sales process. Built training materials and coaching cadence that can scale to additional closers. Created dashboards for data-driven decisions and revenue forecasting capability. Currently implementing signal-based outbound system to reach Dream ICPs beyond LinkedIn audience.

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KEY RESULTS ACHIEVED

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