Jakob joined Funnel in December 2015, starting a nearly decade-long journey of growth with the company. In this post, he reflects on his early days as an external SDR, his role in launching the partner program, and his current focus on expanding Funnel’s presence in the APAC region. Jakob also shares insights on managing key clients and adapting to the ever-changing SaaS landscape.

You joined Funnel in December 2015 and now it’s almost been 10 years since then. Tell us about your journey at Funnel.

My time at Funnel has been both dynamic and incredibly rewarding. When I first started, I was an external SDR, joining just as Funnel transitioned from its previous product, Qwaya, to enter a new and exciting market.

A year later, I officially joined the team, and the adventure truly began. Since then, I’ve taken on a range of sales roles, each offering its own unique challenges and opportunities. Along the way, I not only helped expand our client base but also played a key part in launching our partner program, which was a major milestone for the company.

What are the 3 learnings from your time at Funnel?

1. A great team is unstoppable.

From day one, I’ve been surrounded by incredible people at Funnel, and we’ve always fostered a culture where we win and lose together. Many companies say they’re team-oriented, but to really make that a reality, incentives need to be aligned. The salary structure in sales and focus on company-wide and team goals allow us to prioritize what truly matters. As a result, our sales team collaborates more effectively and shares success in a way that benefits everyone.

2. Constant development is key.

This isn’t just important for the company, it’s been one of the most valuable personal lessons for me. Funnel’s growth, coupled with the support of leadership, has allowed me to develop from a 20-year-old without a university degree into someone now managing our largest customers in the APAC region. I’m excited to keep growing and helping businesses become more profitable and efficient along the way.

3. Embracing change is crucial

One of the most important things I’ve learned at Funnel is the need to embrace change. Whether it was our transition from Qwaya to Funnel, entering new markets, or evolving our strategies, change has been a constant. By staying adaptable, both personally and as a company. we’ve been able to stay ahead of market needs and continue delivering value. My move to the APAC region to help establish a new office is a perfect example of that flexibility, where we’ve adjusted processes to suit both the team structure and the unique demands of the region.

In 2023, you moved across the globe to be part of starting our Sydney office, focusing on the APAC market. How has the last year and a half been?

The past year and a half in Sydney has been an eye-opening and transformative experience. Navigating the APAC market has been quite different from my time in Europe. Each country in the region brings its own set of challenges and opportunities. From the diversity in business cultures to the varying pace of digital adoption, it’s been a steep learning curve, but one that’s incredibly exciting.

We’ve made significant progress in expanding our customer base, introducing Funnel to many new businesses, and helping them automate their reporting and optimize their marketing efforts. Personally, the move has been better than I could have imagined. I’ve met amazing people, built new friendships, and had so many new experiences. Plus, the beautiful weather doesn’t hurt when darkness is creeping up in Sweden. 

What’s one Swedish tradition you still follow, even in Australia?

I’ve been trying to find crayfish but have not been able to. If someone can help me find that here in Sydney, let me know!

What excites you the most about Funnel’s future, both globally and in the APAC market?

The future of Funnel is incredibly exciting, both on a global scale and here in the APAC region. With the launch of our new measurement product, we’re positioned to help companies move beyond automation and gain a deeper understanding of the incremental impact of their marketing efforts. This shift means we’re not just simplifying reporting; we’re empowering businesses to make data-driven decisions that can directly impact their bottom line.

In APAC, the opportunities are massive. The region is incredibly diverse and still evolving when it comes to digital transformation, and I see Funnel playing a key role in helping businesses make that leap. Plus, building an amazing team in Sydney has been one of the most rewarding aspects. Watching it grow and knowing we’re attracting such great talent makes me even more excited for what’s ahead as we continue to expand.

Read more about our Sydney office here!