Stefan Ross joins as Advisor to The Scale Factory

Stefan is Co-Founder of CG Partners, a strategic GTM advisory firm working with ambitious enterprise SaaS companies, and serves as Executive in Residence at Lakestar - one of Europe’s most active growth-stage venture funds. Across roughly a decade in enterprise software, he has built and led partnership functions from zero to scale at some of the category’s defining growth stories, including Celonis and Pigment, where he ran Partnerships across EMEA and APAC during the company’s Series C scale-up phase. His specialisation is supporting tech founders build GTM systems for scale and enable them for next phase of growth.

To get to know Stefan better, we asked him a few questions.

What made you decide to join TSF as an advisor?

“I’ve spent most of my career helping companies scale GTM across markets, and one thing becomes obvious quickly: international expansion rarely replicates itself like a home or nearshore market. APAC particularly has huge potential, and there remains a European/NA knowledge deficit in how to successfully expand there.

TSF are success-based and genuinely execute and operationalise GTM. Cross-border GTM is hard, especially across Europe and Asia, and having a team that understands both the operational realities and the local nuance is truly valuable.”

What’s your top advice for Series B/C founders building a global GTM motion?

“We talk a lot about how to scale — and to do so, we need repeatability in our revenue engines. That requires measurable, metric-driven success. Being able to define what works is the foundation for any system of repetition.

One customer in a new market is encouraging. A repeatable GTM motion is something else entirely.

By Series B/C, the question shifts from ‘can we sell this?’ to ‘can we build a system that consistently creates pipeline, converts efficiently, and scales without founder heroics?’ That means clarity on ICP, channel discipline, and resisting the temptation to copy-paste what worked in your home market.”

Welcome aboard Stefan, we look forward to building the next chapter together!

The Scale Factory helps technology companies build predictable revenue engines in new markets. We operate across Singapore, Oslo, Berlin and Dubai.