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The Sales Playbook combines hands-on go-to-market services with a sales enablement product for B2B software teams.
about €1M annual revenue at peak
Fewer bars = easier, cheaper, or faster for an AI-assisted solo builder. Editorial judgments based on the case details.
The Sales Playbook is Manuel Hartmann’s sales enablement business for B2B companies, especially software startups. Hartmann began by delivering broad hands-on help: market segmentation, LinkedIn outreach, CRM setup, messaging, coaching, and sales process work. The business evolved toward repeatable consulting and a product called Salespeople, intended to keep company messaging and sales narratives in one place. Hartmann said the first deal was €200, later services reached about €1M annual revenue, and the company served more than 320 clients. During the pandemic boom, individual engagements could reach €30,000–€70,000. He also discussed extending customer lifetime from about four months to 40 months by changing the delivery model. The case illustrates how a service business can discover product opportunities through repeated customer work, while still recognizing that buyers may value implementation and accountability more than standalone software.
4 more sections — how the first customers came, how the first dollar landed, what turned the flywheel, and how they got through the silent stretch. Members read all of it.
Join the Unicorn Club — $5/moCancel anytime, in one clickThe quick-reference card — acquisition channels, replication playbook, and risk map — is members-only.
Join the Unicorn Club — $5/moCancel anytime, in one clickPaste into Claude Code / Codex and get a working version of this product end-to-end.
Two production-grade prompts per idea — a full build spec and an SEO growth plan — plus 10 tailored build specs a week. Members only.
Join the Unicorn Club — $5/moCancel anytime, in one clickEvery claim traces back to a listed source.
Source links and the full captured transcripts — the raw material behind every number — are members-only.
Join the Unicorn Club — $5/moCancel anytime, in one clickData credibility: The client count, first deal, and annual revenue peak are founder-reported in the interview and were not independently audited. The €200 first deal and roughly €1M annual revenue are distinct figures; the interview does not establish a current revenue run rate.