Streamlining sales for a fast-growing climate tech startup
Paebbl turns captured CO₂ into carbon-negative building materials. As they moved from R&D to commercialisation, their sales pipeline needed a structure that could scale.
Overview
Paebbl is a climate technology company transforming captured CO₂ into carbon-negative building materials. Founded in Stockholm in 2021, they've secured over €22 million in funding and partner with major construction firms to decarbonise the built environment. As their sales operations expanded, they needed CRM infrastructure to match.
The challenge
The pipeline had grown without structured processes as the company shifted from R&D to commercialisation. Deal tracking was inconsistent, handoffs between team members were unclear, there was no reliable revenue forecasting, and pipeline visibility was poor. The team spent too much time on admin rather than actually selling.
The strategy
I began with a pipeline efficiency analysis, comparing how deals actually progressed against what the CRM showed. From there I redesigned the deal stages to match Paebbl's real sales cycle, added required fields at the critical milestones, built automation to cut manual data entry, and set up dashboards giving leadership clear visibility into pipeline velocity and conversion.
The results
Sales operations now reflect how the team really sells. Reps spend less time on CRM admin and more time in client conversations. Leadership has real-time visibility into deal progression with markedly improved forecasting accuracy, and Paebbl has a scalable pipeline structure ready to support their commercial growth.