If you want to build a GTM team in Germany, your first commercial hire here works differently. You can’t simply repeat what worked at home. So here’s what usually goes wrong, and what I’d do instead.
Why it takes longer to build a GTM team in Germany
Most foreign SaaS companies underestimate three things.
First, the time it takes to hire
Experienced salespeople in Germany are rarely looking for a new role. As a result, they ignore generic approaches. It takes time and a targeted pitch to get their attention. On top of that, notice periods of three months or longer push start dates back even further.
You're getting someone who understands how the German market really works.
Second, German business culture
Building trust in Germany takes time. Candidates value long-term relationships. Above all, they look for credibility and expertise.
Even an active candidate rarely runs more than three interview processes at once. In other words, they are selective about where they spend their time. Many foreign companies lack a local expert to build that credibility.
Third, the missing plan for the market
A lot of decision-makers build their strategy around market size alone. Germany is, after all, the biggest economy in Europe. However, experienced candidates want to see a clear go-to-market plan before they join. They need to understand your vision, why Germany is a priority, and how their work contributes to it. Without that clarity, hiring strong people gets much harder.
How to grow your commercial team here
1. Set the strategy before your first sales hire in Germany
Your domestic playbook won’t do the job. Experienced candidates ask detailed questions. What problem do you solve for German customers? How big is that problem? Why is now the right time to enter? And how do you differ from local competitors? They also want a realistic plan to build traction. Otherwise the first hire has to work everything out alone.
2. Specify the requirements of the role
Clients often ask me to recruit straight from competitors. But that isn’t always a good idea, especially in a niche market. For example, imagine a sales person pitching your competitor’s product as the best available. A few months later, they tell the same customers that yours is better.
Instead, look beyond direct competitors for transferable experience:
- knowledge of the relevant industries
- a track record selling similar solutions
- familiarity with complex sales cycles
- a real understanding of your customers’ problems
3. Define what success looks like in year one
I often ask clients one question. What would you like this person to have achieved in a year’s time? The answer shapes the entire process. Many companies define the profile they want first: years of experience, previous employers, industry background. Even so, they haven’t defined what success actually looks like. Clear goals also give candidates confidence that the role is well thought through.
Let's build your GTM team in Germany together
Finding the right person takes time and a deep understanding of your business. Therefore, the more I know about your company, your goals, your culture and your challenges, the better I can represent your opportunity in the market. We define the candidate profile together, agree on objectives, and check in regularly. That makes a real difference. In my experience, the best hires happen when we operate as one team. A recruitment partner isn’t there just to send CVs. There are job boards for that. My role is to be a trusted advisor for the German market.
Whether it’s your first commercial hire or a senior sales leader, my aim is to help you build a GTM team in Germany without the costly hiring mistakes that derail day one.
So if that sounds like where you are, tell me about your vacancy and we can talk through the role. You can also see the roles we recruit for, or read why working with multiple recruiters in Germany isn’t working for you.