CASE STUDY: Granlund – SaaS Playbook & Onboarding Plan

Company Facts

• Revenue: 152M€ (software business approx. 15M€)
• Industry: PropTech / Real Estate Management Software
• Markets served: Nordics & Baltics
• Website: https://www.granlundgroup.com
• Engagement with Consider It Done: 2-month project
  

Summary

Granlund is one of the largest Finnish consulting companies in construction and real estate. Its software unit develops Granlund Manager, a property management SaaS platform that helps real estate owners and facility managers improve efficiency. 

Granlund faced the challenge of entering its first international SaaS market with its own sales team. Without the right structures, the expansion risked costly delays, wasted resources, and loss of momentum. 

Granlund partnered with Consider It Done to create a tailored SaaS sales playbook and onboarding program. The company secured the foundations for a successful Swedish entry and established a repeatable model for scaling into new markets.

Challenge

After receiving a new investment from ICG in 2024, Granlund set an ambitious target to generate a significant part of its software growth from international markets in the upcoming years. Sweden was selected as the first expansion market with a dedicated in-house sales team. 

While initial traction in Sweden was promising, the risks were clear:

• Earlier international entries had been costly and lacked scalable operating models, which limited efficiency.
• Without the right onboarding and clear sales operating model for newly hired Sales Managers, Granlund risked delaying the market entry by a year.
• The existing sales playbook was comprehensive but not tailored to SaaS best practices.
• With limited bandwidth from senior leadership, local operations risked becoming disconnected from headquarters.

Failure to solve these issues could have cost hundreds of thousands of euros in lost growth and wasted resources.

Collaboration

Granlund partnered with Consider It Done to build a strong sales foundation for the Swedish market entry. The project focused on two key pillars:

1. Sales Playbook for SaaS

A practical, SaaS-specific playbook was created to guide the new sales team. It included:

• Prospecting and account planning
• Discovery and solution presentation
• Multi-threading and champion building
• Controlling decision processes
• Growing net revenue retention (NRR)

2. Sales Onboarding Program

A structured onboarding program was designed for the new Sales Managers, covering:

• Pre-onboarding checklists and activity ownership
• Sales Playbook training
• Tools, role expectations, and KPIs

The work was delivered through workshops and collaborative sessions with Granlund’s leadership team, ensuring the material reflected both the company’s strategy and the reality of sales execution in Sweden.

Results

By the end of the project, Granlund had:

• A modern and hands-on SaaS sales playbook fully tailored to Granlund Manager in Sweden, with practical tactics to ensure usability over theory.
• A clear onboarding program ready to ramp up the new sales hires.
• Alignment across leadership on how to support Swedish market entry and avoid the “satellite office” risk.

Customer’s Perspective

Topi Korpela, Chief Commercial Officer of Software Business:

“We had the strategy in place, but we needed structure and SaaS-specific best practices. The collaboration gave us practical tools and aligned our leadership team. It has made a real difference in how we approach international growth.”

 

Otto Åkerberg, Head of Sales Scandinavia:

“Sami helped us turn our ambitions for Sweden into a concrete plan. The playbook and onboarding program gave us the clarity we needed to scale the team with confidence.”

Conclusion

For Granlund, the project ensured that new sales managers could be fully ramped, shortening time to productivity and setting Sweden up as a blueprint for Granlund’s further international expansion.