Accelerating Commercial Growth: How InnoPro Secured a Strategic Account Executive Hire for Florbs in The Netherlands

Client Background and Context

Florbs is a cybersecurity SaaS platform built for Google Workspace, designed to help companies streamline compliance, security, and IT automation. With a lean team of seven and early traction among enterprise clients, including Randstad and CitizenM, they were entering their next phase of growth. Following the hiring of a founding AE, Florbs sought a second Account Executive to join the team and help scale outbound sales.

The Challenge

This hire was critical in building a repeatable commercial engine. The individual needed to:

• Bring outbound sales experience in B2B SaaS (SDR/BDR or Account Executive)

• Be confident cold calling and running outbound cadences

• Be ready to step into full-cycle sales responsibility

• Operate independently in a startup environment and contribute from day one

• Bring diversity of thought and background to strengthen the growing team

• Willing to work 3 days per week in the Utrecht, Netherlands office

Given the competitive SaaS commercial talent market in the Netherlands, high interest in remote working and Florbs’ early-stage setup, it was vital to find someone motivated by growth, impact, and long-term potential, not just title or salary.

Our Approach

Targeted Search Execution

• Partnered directly with the CEO to refine the scope of the role and required experience

• Crafted a compelling narrative around Florbs’ traction, vision, and team culture

• Mapped the Netherlands and European talent market, focusing on high-performing BDRs and Account Executive's across SaaS, cybersecurity, and AI

• Approached 112 qualified candidates, achieving a 62% response rate through personalised, value-led messaging

Focus on Diversity

• Prioritised inclusive sourcing and intentionally surfaced female talent for a team that had previously lacked gender balance

• Presented candidates from a range of industries, backgrounds, and geographies, ensuring alignment not only on capability but also on cultural fit

Outcome of the Account Executive Hire in The Netherlands

Florbs hired Karolina Urbonaite as their second Account Executive; an energetic, metrics-driven outbound sales professional with strong cross-industry experience. Karolina demonstrated the ability to drive top-of-funnel activity, contribute to team culture, and grow into a leadership role over time.

• Offer accepted within 4 weeks of candidate introduction

• Delivered a diversity hire aligned with Florbs’ growth and culture goals

• Created a pathway for long-term development and commercial leadership

Key Insight

In early-stage environments, hiring for potential, drive, and adaptability can be more impactful than over-indexing on experience. With the right storytelling and positioning, high-potential talent can see your vision, and choose to build with you.

Looking to Hire Your Founding Commercial Team?

Whether you're building from 0 to 1, or scaling your first markets toward €1M+ ARR, InnoPro specialises in fast, founder-aligned searches. We help you land high-calibre candidates quickly and effectively.