How Koen successfully expanded Personio's business in Benelux as a regional leader

In this episode of the Noble Podcast, we welcome Koen Stam, one of the most energetic and inspiring sales leaders in the SaaS industry. From growing up in an entrepreneurial family business, to founding his own SaaS startup in 2015, to taking on leadership roles at Teamleader, 24sessions (later acquired by MessageBird), and now Personio, Koen has built an outstanding track record in scaling SaaS companies, driving revenue growth, and leading high-performing teams.

Today, Koen is Head of Benelux at Personio, an ambassador for Winning by Design and Trumpet, chapter lead at Pavilion, and the founder of GTMOS, where he helps SaaS companies scale to 50M ARR. He is also a proud father of two, balancing personal and professional life while continuing to inspire the next generation of sales leaders.

What you’ll learn in this episode:

• How Koen transitioned from individual contributor to sales leadership, and why spreading energy and knowledge drives bigger impact.

• Insights into his role at Personio, managing sales, marketing, partnerships, customer success, and operations across the Benelux.

• Why cross-functional leadership is critical in today’s AI-driven SaaS market and how to align teams around the customer, not departments.

• Proven lessons on hiring, retention, and career development—including why Personio’s top performers often started as SDRs.

• The six pillars of great sales leadership: strategic vision, operational excellence, collaboration, hiring & retention, motivating teams, and coaching for performance.

• How to design fair and motivating compensation plans, set realistic quotas, and create transparent career frameworks.

• Practical frameworks for sales coaching and performance management that turn training into measurable growth.

Koen shares candid stories of mistakes, lessons learned, and strategies that any sales leader, SaaS founder, or GTM strategist can apply immediately. From setting up satellite offices in new markets, to leveraging local partnerships, to balancing short-term execution with long term scalability, this conversation is full of actionable advice.

Whether you’re a sales manager aiming to inspire your team, a SaaS entrepreneur scaling internationally, or a professional looking to build a career in sales leadership, this episode will give you both inspiration and concrete tactics to succeed.