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CASE STUDY: Jobilla – ICP Transformation Project

Company Facts

  • Revenue: 8M€
  • Industry: Recruitment Marketing Software
  • Markets served: Nordics, DACH, Benelux
  • Website: www.jobilla.com
  • Engagement with Consider It Done: 4 months (2 days / week)

Summary

Jobilla, a fast-growing recruitment marketing software company, faced declining profitability, overloaded teams, and unclear customer focus. Consider It Done led a four-month transformation project that clarified the ideal customer profile, streamlined roles and processes, and introduced a disciplined approach to AI platform validation. The result was clearer focus, stronger management, and a foundation for scalable profitable growth.

Challenge

Jobilla had grown fast with its recruitment marketing platform, but the operating model was under pressure:

  • Customer segmentation work existed but was not fully implemented in daily operations.
  • Teams were stretched thin, spending significant effort on smaller accounts while at times the larger opportunities were overlooked.
  • Profitability was under pressure as margins declined and growth slowed.
  • At the same time, leadership had limited bandwidth to drive customer validation and structured commercial decision-making for the new AI platform. 

Without disciplined focus and execution, Jobilla risked missing the chance to scale both its current core business and the new AI platform.

Collaboration

Consider It Done partnered with Jobilla to design and execute a transformation program on two parallel tracks:

Track 1: Strengthening the Core Business

Jobilla needed to design and execute a transformation program focused on customer segmentation, role clarity, and disciplined execution. The work spanned workshops, 1on1 management coaching, and hands-on project leadership:

  • Defined and validated the Ideal Customer Profile (ICP) and customer journeys through facilitated workshops.
  • Built and documented an implementation plan with clear tasks, timelines, and ownership.
  • Reorganization of sales and delivery roles and training to match the new segmentation, ensuring accountability and local coaching capacity.
  • Acted as the single point of contact driving progress, surfacing risks, and making sure changes stuck.

Track 2: Validating the AI Platform Opportunity

Next to its service business, Jobilla aimed to build a more scalable model around its new AI platform. The challenge was limited bandwidth for customer validation and the lack of a structured, analytical partner for decision-making.

  • Designed and implemented a structured PMF validation process.
  • Conducted hands-on customer validation by booking and running meetings with potential ICP clients.
  • Analyzed findings and held the core team accountable for follow-through.
  • Supported the CEO with strategic brainstorming and decision-making to ensure validation work translated into concrete business direction.

This dual-track approach allowed Jobilla to both stabilize its core operations and create the foundation for scaling the AI business.

Results

By the end of the 4-month project, Jobilla had achieved:

  • A clear, company-wide ICP and segmentation model guiding daily sales and delivery work.
  • Go-live across three regions with all accounts AI-qualified and allocated to sales portfolios.
  • A stronger management layer, ensuring function leads had ownership and coaching support.
  • Improved campaign quality and accountability, with early signs of returning to the path of profitability.
  • A structured approach to AI platform validation, giving leadership confidence that customer feedback would guide development and that the team stayed accountable.

Customer’s Perspective

Henri Nordström, CEO:

“This was one of the most important transformations we’ve done as a company. Sami helped us turn a complex situation into a clear plan and drove it forward with discipline. He gave advice, worked hands-on with our team, and challenged us when needed. The result of the project is that we now know who to serve, how to serve them, and we have the structures to grow profitably. Sami also helped us bring structure and accountability into the validation of our AI platform. That work is critical for us to deliver unparalleled customer value at scale in the future.”

Janne Suomi, Head of Sales:

“For the sales team, the biggest change was clarity. We now know exactly which customers to go after and how to run the process. Working with Sami in 1on1s and workshops gave me a valuable sparring partner. I really enjoyed the collaboration and it elevated both our sales execution and my own leadership.”

Conclusion

For Jobilla, the collaboration created the foundation to scale both the existing service business and the new AI-powered platform. The company now operates with clear segmentation, defined roles, and disciplined operating model. This allows leadership to focus on profitable growth instead of firefighting.