GTM Advisory & Interim CRO for Locaboo
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About Locaboo
When I started working with Locaboo, it was a bootstrapped B2B SaaS company that had successfully closed around 100 customers across various verticals and use cases, relying entirely on inbound efforts. The team was small (7 FTE in total), with 2x Sales people and no dedicated marketing and customer success person.
The Challenge
Locaboo hadn’t figured out a scalable and structured Go-To-Market (GTM) strategy. The team struggled with:
🔴 Missing a clear ideal customer profile while serving multiple use cases and target audiences simultaneously
🔴 Unclear positioning - who do we compete against?
🔴 Fragmented and inconsistent messaging
🔴 An undefined, inconsistent sales motion running PLG and sales-led in parallel
🔴 Unstructured sales process (no discovery, no real demo)
🔴 Very basic CRM set-up without a well-defined structure
🔴 Rather complex pricing model (+ too cheap)
The Solution
Locaboo was looking for an advisor to help them build a more structured, repeatable GTM process. The focus was around:
✅ Positioning
✅ ICP & Messaging
✅ Sales Process
✅ Repeatable & scalable growth channels
In search of the right fit, they reviewed multiple offers. Andreas (Co-Founder) and I had a shared network, so we got in touch on LinkedIn.
After 2 calls, we both decided that this is a good fit.
I initially started working with Locaboo for 3 months as a GTM advisor, which turned into a 24-month interim CRO role 😀.
For them, it was the right combination of strategic insights and hands-on execution.
How I helped Locaboo
Throughout our partnership, we:
1️⃣ Conducted an in-depth analysis of Locaboo’s customer base to define a clear ICP, niching down to serve the public sector exclusively (not multiple target audiences)
2️⃣ Revamped Locaboo’s positioning, messaging, and value propositions tailored to the public sector
3️⃣ Based on that, we launched the new website (homepage + usecase pages), new sales deck, new outbound campaigns, and revamped paid campaigns
4️⃣ Restructured the pricing model for greater clarity and market fit (and higher ACVs)
5️⃣ Introduced a structured inbound and outbound sales process (Sales Playbook)
6️⃣ Set up the CRM (Pipedrive) to align with our sales playbook
7️⃣ Added outbound (email + phone) as a second growth channel and turned customer referrals into the strongest source for new pipeline
8️⃣ Established key success metrics for performance forecasting and investor readiness (incl. monthly reporting)
The Results
In one word? Focus & Clarity
Locaboo achieved a lot of great milestones during our collaboration. The results speak for themselves:
✅ Increased win rates from 27% to 50%
✅ Increased Annual Contract Values (ACVs) by 60%
✅ Passed the €1 million ARR milestone
✅ Became ready to raise 1.2€ million in funding (to further accelerate growth), despite being profitable all the time
✅ Grew team from 7 to 20+ FTE
Locaboo is now on its way to becoming the leading SaaS for the European public sector.
What was most valuable for Locaboo working with Alex?
For us, 5 things make the partnership truly valuable:
1️⃣ He is not only a sales coach, but he thinks GTM holistically
2️⃣ He was a true ‘co-pilot’ for us founders and a great sparring buddy for our team.
3️⃣ He is very hands-on and actionable (get things done fast)
4️⃣ He knows how important it is for an early-stage startup to make fast decisions
5️⃣ Super responsive and always open to new ideas
Would you recommend Alex to others?
Yes, 100%. Alex is a great GTM advisor for any SaaS founder who struggles to build a strong GTM foundation.
Especially for (first-time) founders with no strong background in sales & marketing.
Alex thinks very entrepreneurial and acts almost like a ‘co-founder’ - it’s like having ‘co-pilot’ to the founding team.
Final Thoughts
After 24-months GTM Advisory, Locaboo is now on its way to becoming the leading SaaS for the European public sector.
If you’re an early-stage SaaS founder looking for guidance on GTM, reach out to me and book your free intro call.
