Funky Flywheels Show – Your Ultimate Podcast for Scaling B2B Startups

Björn W. Schäfer | Entrepreneur, Business Angel & Book Author
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Funky Flywheels Show – Your Ultimate Podcast for Scaling B2B Startups

Scaling a B2B startup from 1 million to 10 million in Annual Recurring Revenue (ARR) can be very similar to managing a band of rock stars. When Marketing, Sales, Customer Success, and Product teams work together seamlessly, accelerating growth becomes effortless. However, if they are out of sync, you will inevitably encounter significant challenges—sooner or later, it's guaranteed.Join us on the Funky Flywheels Show, where Björn W. Schäfer, one of Europe’s foremost Go-to-Market (GTM) experts, passionately explores the pathways to sustainable and scalable growth. With his extensive experience advising over 150 B2B startups from Pre-Seed to Series B, Björn has played a pivotal role in shaping the success stories of determined SaaS founders throughout the DACH region and beyond. As the founder of Rowing8, a dedicated business angel, and the author of 𝗙𝘂𝗻𝗸𝘆 𝗙𝗹𝘆𝘄𝗵𝗲𝗲𝗹𝘀, he advocates for self-accelerating growth engines, moving away from the "too much, too fast" mindset.Every week, Björn hosts insightful discussions with top tech founders, go-to-market experts, and early-stage investors. Together, they explore practical strategies for go-to-market execution, predictable revenue generation, and scaling startups. Listeners will gain access to useful insights, established frameworks, and valuable lessons from those who have skillfully navigated the transition beyond founder sales.This podcast is designed for B2B SaaS founders, revenue leaders, and investors eager to discover practical growth strategies, optimise their go-to-market efforts, and improve customer retention.P.S. If you search for the previous podcast title—𝗧𝗵𝗲 𝗦𝗮𝗮𝗦 𝗦𝘆𝗺𝗽𝗵𝗼𝗻𝘆, we have saved all episodes since day one. You will find them below.

  1. Die Nischendominanz-Formel für maximale Segmentdurchdringung - EP 106 🇩🇪 | Classics mit Hans Christian Heinemeyer

    3 DAYS AGO

    Die Nischendominanz-Formel für maximale Segmentdurchdringung - EP 106 🇩🇪 | Classics mit Hans Christian Heinemeyer

    In dieser Classics-Folge spreche ich mit Hans Christian Heinemeyer – CRO bei bookingkit – über das strategische Thema Nischendominanz und den professionellen Umgang mit einer endlichen Anzahl von Zielkunden. Ein Gespräch, das die Kernthesen meines Bestsellers "Funky Flywheels" mit praktischen Insights aus der Realität verbindet - und das bereits im Januar 2024 zuerst ausgestrahlt. Was dich erwartet: Die Kraft des fokussierten GTM-Flywheels: Wie du mit präziser Kundensegmentierung in Nischenmärkten ein sich selbst beschleunigendes Momentum erzeugstSystematische Anlass-Generierung bei endlichen Lead-Pools – das praktische "Funky Flywheels"-Prinzip in AktionVon der Reibung zum Flow: Warum weniger Kunden oft mehr Wachstum bedeutenHans Christians bewährte Methoden für maximale SegmentdurchdringungDas Flywheel-Mindset: Fokus und Einzigartigkeit als Fundament für nachhaltiges, sich selbst beschleunigendes Wachstum Highlights: Die Nischendominanz-Formel: Warum "nicht laut, sondern relevant" der Schlüssel zum nachhaltigen B2B-Erfolg istDas praktische 1:1 zu "Funky Flywheels" Kapitel 2: Segmentierung als Dynamik der DifferenzierungVom Trichtermodell zum Flywheel: Wie zufriedene Kunden in endlichen Märkten zu selbstverstärkenden Wachstumsmotoren werden Über den Gast: Hans Christian Heinemeyer ist CRO bei bookingkit und bringt jahrelange Erfahrung als Unternehmer und Sales-Experte mit. Seine praktischen Insights in strategisches Kundenmanagement und Nischendominanz haben bereits zahlreichen Unternehmen zu nachhaltigem Wachstum verholfen. Als bewanderter Praktiker weiß er genau, wie man auch in begrenzten Märkten systematisch und profitabel skaliert. - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    40 min
  2. How Weflow Built a Founder-Led GTM Pipeline Generation Machine with Just Two People - EP 105 🇬🇧 | Janis Zech

    8 JUN

    How Weflow Built a Founder-Led GTM Pipeline Generation Machine with Just Two People - EP 105 🇬🇧 | Janis Zech

    In this episode, I speak with Janis Zech – serial entrepreneur and founder of Weflow – about how they built a successful founder-led GTM pipeline machine with just two people on their marketing team. What you'll learn: How Janis pivoted from a product-led growth strategy to a sales-led approach after discovering their AEs loved the product but couldn't pay for itThe journey of building a comprehensive inbound engine with just two people that now generates nearly all of Weflow's pipelineWhy SEO wasn't working for them despite generating 25,000+ monthly clicksTheir strategic content focus on RevOps leaders, including launching the RevOpsLab podcast that's become one of the largest RevOps content resourcesThe multi-layered LinkedIn strategy that generates millions of views and thousands of leads from their target audience Highlights: The sophisticated nurturing system that starts with LinkedIn connections, moves to DM content sharing, and tracks behavior on their resource hubThe power of high-quality, ungated content that establishes expertise before asking for anything in returnHow they've built a complete "awareness to conversion" flywheel using personal relationships at scale About the guest: Janis Zech is a serial entrepreneur on his third company. His previous venture scaled to around $235 million in gross revenue with 250-350 employees. Now, as the founder of Weflow, he's building a revenue AI platform that automates Salesforce data capture and orchestrates workflows to manage deals, pipeline, and forecasts. With ACVs ranging from $5K to $100K, Weflow has developed a sophisticated go-to-market approach that combines community building, content marketing, and relationship development. - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    35 min
  3. Von 0 auf 500k ARR: Wie Scribe das LinkedIn Content Game verändert - EP 104 🇩🇪 | Eva Egg

    1 JUN

    Von 0 auf 500k ARR: Wie Scribe das LinkedIn Content Game verändert - EP 104 🇩🇪 | Eva Egg

    In dieser Folge spreche ich mit Eva Egg – Gründerin von Scribe – darüber, wie sie in nur 9 Monaten von 0 auf 500k ARR skaliert und dabei das LinkedIn Content Game grundlegend verändert hat. Was du lernen wirst: Wie Eva von einer Content-Kreatorin mit 20.000 Followern zur Gründerin einer Marketing-Agentur mit 20 Mitarbeitern und schließlich zur SaaS-Unternehmerin wurdeDie Evolution des Ideal Customer Profile: Vom breiten Ansatz "für alle" zu Corporate Influencer ProgrammenWarum die Kombination aus Product-Led Growth und B2B Sales Motion bei Scribe zu einem 50/50 Revenue-Split führtDas durchdachte 4-stufige Affiliate- und Creator-Programm, das zum Hauptwachstumstreiber wurdeWie die gezielte Drosselung des Wachstumstempos zu einer Reduzierung des Churns und nachhaltigerem Erfolg führt Meine Highlights: Die datengetriebene Analyse von Creator-Kampagnen durch UTM-Tracking, Uplift-Messung und qualitativer KooperationsbewertungWarum Community-Events wie die OMR Masterclass (160 Teilnehmer, 50 Call-Buchungen) die ideale Brücke zwischen PLG und B2B Sales schlagenDie Unternehmenskultur "Wir haben Raum" als Schlüssel zu besseren Entscheidungen und nachhaltigem Wachstum Über den Gast:  Eva Egg kommt ursprünglich aus Tirol und ist seit 2015 in der Marketing-Welt aktiv. Sie baute innerhalb von drei Monaten 20.000 Follower auf und gründete eine erfolgreiche Marketing-Agentur mit Fokus auf Personal Branding. Mit Scribe hat sie ihr Know-how in ein Produkt überführt: einen "Personal Branding Agent", der Nutzern hilft, auf LinkedIn erfolgreich zu werden. Der AI-gestützte Assistent kennt die Turn-of-Voice seiner Nutzer, den LinkedIn-Algorithmus und erstellt maßgeschneiderte Content-Strategien, die messbare Ergebnisse liefern. Wer diese Folge unbedingt hören sollte: Gründer:innen, die den Weg von Agency zu SaaS-Produkt gehen wollenMarketing-Teams, die ein erfolgreiches Affiliate- und Creator-Programm aufbauen möchtenUnternehmen, die Corporate Influencer Programme implementieren wollenLinkedIn-Nutzer, die ihre Content-Strategie professionalisieren und skalieren wollen - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    34 min
  4. From Chaos to Collaboration: Implementing Cross-Functional Pods That Actually Work - EP 103 🇬🇧 | Koen Stam & André Bressel

    25 MAY

    From Chaos to Collaboration: Implementing Cross-Functional Pods That Actually Work - EP 103 🇬🇧 | Koen Stam & André Bressel

    In this episode, I speak with Koen Stam and André Bressel about Cross-Functional Pods – an organisational structure that breaks down silos and creates customer-centric teams. What you can expect: How Cross-Functional Pods improve communication and collaboration between Marketing, Sales, and Customer SuccessThe right timing and ideal size for implementing Pods (4-6 people per Pod)Why Leadership Alignment is the critical success factor for functioning PodsDifferent approaches to Pod structuring: by verticals, ACV, or geographic regionsPractical experiences with Pod structures across companies of different sizes My highlights: The tension between functional expertise and cross-functional teamworkBalancing functional specialisation and holistic GTM steeringThe challenges of incentives and compensation in Pod structures About the guests: Koen Stam leads Benelux operations as Country Manager at Personio and has extensive experience implementing Pod structures. In 2019, he successfully introduced Pods at Team Leader and understands both the benefits and risks of this organisational model. André Bressel works as an operational consultant with SaaS companies between $5-50 million ARR, helping founders develop effective go-to-market strategies. He brings practical experience implementing Pods in various contexts and advocates for a customer-centric approach. Who should definitely listen to this episode: Go-to-Market leaders looking to break down silos in their organisationsExecutives in growing SaaS companies with complex sales processesTeam and department leaders aiming for stronger customer orientationChange managers seeking ways to promote cross-functional collaboration The recipe for success?  Leadership alignment, customer-oriented thinking, and a pragmatic approach to implementing Pod structures, without making drastic changes all at once. - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    38 min
  5. Vertriebsaufbau nach Gründertyp - so stellst du die richtigen Sales-Profile ein - EP 102 🇩🇪 | Classics mit Dominic Blank

    18 MAY

    Vertriebsaufbau nach Gründertyp - so stellst du die richtigen Sales-Profile ein - EP 102 🇩🇪 | Classics mit Dominic Blank

    In dieser Folge tauche ich mit Dominic Blank – Mitgründer von Hyrise - in die Kunst des strategischen Vertriebsaufbaus ein. Als mehrfacher Gründer teilt Dominic wertvolle Erkenntnisse zum entscheidenden Übergang vom Founder Sales zur strukturierten Vertriebsorganisation. Was dich erwartet: Die Gründer-Typologie: Wie tech-orientierte und vertriebsaffine Gründer völlig unterschiedliche Vertriebsstrategien benötigenDer kritische Wendepunkt: Wann genau der richtige Moment für den Aufbau deiner Vertriebsorganisation gekommen istDie 5 essentiellen Grundlagen vor jeder Vertriebseinstellung: Problem, Lösung, Zielgruppe, Messaging und VerkaufsprozessInsider-Einblicke: Welche Vertriebsprofile in welcher Unternehmensphase den größten Impact habenDominics persönliche Learnings aus dem Aufbau von Hyrise und der Begleitung zahlreicher B2B-Tech-Unternehmen Meine Highlights: Warum das erste Vertriebsprofil je nach Gründertyp völlig unterschiedlich aussehen sollteDie brillante "Penicillin vs. Aspirin"-Methode zur Identifikation echter KundenschmerzenDie Founder-Falle: Warum du mental niemals komplett aus dem Vertrieb aussteigen kannst (und solltest!) Über den Gast: Dominic Blank treibt als Mitgründer von Hyrise die Vertriebsexzellenz in der Tech-Branche voran. Mit seinen zwei Kernservices – dem strategischen Recruiting von Vertriebstalenten und dem zielgerichteten Training bestehender Teams – hat er den kompletten Überblick über erfolgreiche Sales-Strukturen. Seine Expertise aus mehrfachen eigenen Gründungen macht ihn zum idealen Sparringspartner für Unternehmen in der kritischen Wachstumsphase vom Founder-Led-Sales zum skalierbaren Vertriebsteam. Wer diese Folge unbedingt hören sollte: Gründer an der Schwelle vom persönlichen Verkauf zum ersten VertriebsteamTech-Visionäre, die endlich einen strukturierten Vertriebsprozess aufbauen wollenSales-Verantwortliche, die ihre Teams nach bewährten Prinzipien skalieren möchtenAlle, die mehr Systematik und weniger Bauchgefühl in ihren Vertriebsprozess bringen wollen Das Erfolgsrezept? Eine messerscharfe Zielgruppendefinition, tiefes Problemverständnis und ein systematischer Ansatz zur Vertriebsskalierung – gepaart mit kontinuierlichem Enablement für nachhaltige Performance. Song by StockTune - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    35 min
  6. Detecting and Managing Fundamental Change in SaaS Companies That Have Reached a Growth Plateau - EP 101 🇬🇧 | Stefan Zanetti

    11 MAY

    Detecting and Managing Fundamental Change in SaaS Companies That Have Reached a Growth Plateau - EP 101 🇬🇧 | Stefan Zanetti

    In this episode, I talk with Stefan Zanetti, a serial entrepreneur and pivot expert, about detecting and managing fundamental change in companies that have reached a growth plateau. What to expect: Stefan's 25-year journey as an entrepreneur, including how he navigated companies through pivots after they'd already achieved product-market fitA practical framework for assessing when your business needs minor adjustments versus a fundamental change in business modelWhy the AI revolution is forcing many B2B SaaS companies to consider pivoting to managed service providersThe importance of systematically exploring alternative paths, even when your business is growingHow to avoid founder blind spots when your current business model starts showing warning signs My highlights: Stefan's "wake up in the middle of the night" test: If you can't see how your business survives the next 12 months, it's time to pivotHis E3 model for balancing resources: Exploit what works, Experiment with promising ideas, and Explore future possibilitiesThe revelation that 90% of VC-backed startups don't meet their initial plans, and why the best time to discuss pivoting is right after fundingHow his Pivot Framework, based on Osterwalder's Business Model Canvas, maps 49 different pivot patterns from studying 300+ companies About my guest:  Stefan Zanetti is a veteran entrepreneur with 25 years of experience in founding and scaling multiple companies. After stepping back from his operational roles 18 months ago (though he remains board president of his last venture), he focuses on helping founders systematically approach pivots. Drawing from his own hard-earned lessons, including one company that lost 75% of its revenue, Stefan has developed a comprehensive framework for detecting when a fundamental business model change is needed and executing it successfully. Who should listen to this episode: Founders of SaaS companies experiencing slowing growth or market saturationCEOs assessing whether their current challenges demand tactical fixes or fundamental pivotsLeadership teams evaluating the impact of AI on their business model viabilityInvestors seeking frameworks to help portfolio companies navigate existential challenges The success formula?  Don't wait until you hit the wall – create systems to evaluate the fundamentals of your business model regularly, involve outside perspectives to overcome blind spots, and be willing to make tough choices when adjusting sales and marketing strategies isn't enough to resolve your growth challenges. - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    33 min
  7. Behind the Mic 🎙️: Meet Björn in this ver special 100th episode celebration - EP 100 🇬🇧 | Hosted by Rico Wyder

    4 MAY

    Behind the Mic 🎙️: Meet Björn in this ver special 100th episode celebration - EP 100 🇬🇧 | Hosted by Rico Wyder

    In this special 100th episode, host Björn sits on the other side of the microphone as guest Rico Wyder interviews him about his journey as a podcaster, author, and entrepreneur. What to expect: The story behind how Björn started the podcast two years ago and his reflections on reaching 100 episodesA deep dive into Björn's personality through his self-described three key traits: playful spirit, structured approach, and sporting passionHis unexpected path into sales, from selling ads for a school magazine to working at a mobile phone store without owning a mobile phoneCandid insights about his experience writing his book "Funky Flywheels" and why he wanted to create a resource he wished he'd had when starting his companiesHow Björn manages his work-life balance and the importance of intentional breaks from social media and business Highlights: Björn's unique colour-coded wardrobe system that reflects his structured yet playful personalityHis practical approach to finding the right amount of structure when working with early-stage startupsThe story of how he narrowly avoided burnout in December despite having his most successful year professionallyHow trail running has become his secret weapon for mental recovery and relaxation About the guest/host:  Björn is a go-to-market specialist, author of "Funky Flywheels," and the regular host of this podcast. With a background in founding three companies and supporting over 150 startups, he specialises in helping early-stage companies (€1-10M ARR) establish effective sales processes and structures. Turning 45 this year, he balances his professional pursuits with family life, regular trail running, and his weekly challenge of climbing Uetliberg, Zurich's local mountain, at least once a week. Who should listen to this episode: Regular listeners curious to learn more about the voice behind the microphoneFounders interested in Björn's personal journey and the philosophy behind his structured approachAnyone struggling with work-life balance and looking for practical insights on rechargingGo-to-market professionals who want to understand the person behind the frameworks The success formula?  Find the balance between playfulness and structure, establish consistent routines while remaining flexible, prioritise physical and mental health, and always stay curious about new challenges, like Björn's upcoming exploration of Gen AI applications in Q2. - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    33 min

  8. 27 APR

    The critical decisions that make or break SaaS companies in their journey from product validation to scalable growth - EP 99 🇬🇧 | Dave Boyce

    In this episode, I talk with Dave Boyce, the Chief Strategy Officer at Winning by Design, about the critical decisions that make or break SaaS companies' journeys from product validation to scalable growth. What to expect: Why investors no longer fund multiple attempts at finding product-market fit and what this means for foundersDave's counterintuitive approach to measuring product-market fit: "If 70% of new users hit first impact before running out of attention span, you can start scaling"The danger of hiring experienced revenue leaders too early and why curious problem-solvers outperform decorated executives at this stageHow to build a revenue architecture with proper instrumentation before attempting to scaleTake an inside look at how HubSpot, MongoDB and Unity successfully launched new growth initiatives by creating dedicated "pods" outside their core structure My highlights: Dave's brilliant framework: "You need three things - mindset, talent, and time. It will take 18 months to iterate into a new business that works"His candid perspective on why founders struggle to know when to pivot: "You're simultaneously convincing investors, employees and yourself that you're onto something"The tactical blueprint for building your first commercial team: Hire director-level sales leaders and heads of demand generation, not CMOsWhy a CEO should insist that all go-to-market leaders get certified in revenue architecture: "I don't want to waste time translating between silos" About the guest:  Dave Boyce brings a wealth of experience from both enterprise (Oracle) and high-growth SaaS environments. As Chief Strategy Officer at Winning by Design, he's helped countless companies build scalable revenue architectures. His upcoming book, "Freemium" (August 2025) explores how companies can successfully implement product-led growth strategies. Dave's unique perspective bridges traditional enterprise sales and modern PLG approaches, making him the perfect guide for founders navigating the growth journey. Who should listen to this episode: Founders who've achieved initial traction but are unsure if they genuinely have product-market fitCEOs building their first commercial team beyond founder-led salesEstablished companies ($10M-100M ARR) looking to rediscover growth through new verticals or productsAnyone responsible for aligning product, marketing, sales and customer success The success formula?  Don't scale until you've confirmed product-market fit through usage data, build a unified commercial language with proper instrumentation, hire curious problem-solvers at the director level, and give them time to iterate toward success. P.S. Highly recommend. Pre-order Dave's book, "Freemium" (gets published in August 2025) - - - Björn's Linkedin Profile: www.linkedin.com/in/bjoernwschaefer Order Now: My GTM Book Funky Flywheels 🕺💃 GER: https://amzn.to/3Sgi8qk ENG: https://amzn.to/4g2Ly49 My Homepage: www.rowing8.com

    34 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

Scaling a B2B startup from 1 million to 10 million in Annual Recurring Revenue (ARR) can be very similar to managing a band of rock stars. When Marketing, Sales, Customer Success, and Product teams work together seamlessly, accelerating growth becomes effortless. However, if they are out of sync, you will inevitably encounter significant challenges—sooner or later, it's guaranteed.Join us on the Funky Flywheels Show, where Björn W. Schäfer, one of Europe’s foremost Go-to-Market (GTM) experts, passionately explores the pathways to sustainable and scalable growth. With his extensive experience advising over 150 B2B startups from Pre-Seed to Series B, Björn has played a pivotal role in shaping the success stories of determined SaaS founders throughout the DACH region and beyond. As the founder of Rowing8, a dedicated business angel, and the author of 𝗙𝘂𝗻𝗸𝘆 𝗙𝗹𝘆𝘄𝗵𝗲𝗲𝗹𝘀, he advocates for self-accelerating growth engines, moving away from the "too much, too fast" mindset.Every week, Björn hosts insightful discussions with top tech founders, go-to-market experts, and early-stage investors. Together, they explore practical strategies for go-to-market execution, predictable revenue generation, and scaling startups. Listeners will gain access to useful insights, established frameworks, and valuable lessons from those who have skillfully navigated the transition beyond founder sales.This podcast is designed for B2B SaaS founders, revenue leaders, and investors eager to discover practical growth strategies, optimise their go-to-market efforts, and improve customer retention.P.S. If you search for the previous podcast title—𝗧𝗵𝗲 𝗦𝗮𝗮𝗦 𝗦𝘆𝗺𝗽𝗵𝗼𝗻𝘆, we have saved all episodes since day one. You will find them below.

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