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37 estimated executive buyer days left this quarterQ4 2026

Founder, QuotaLane

Marty Kaan

I work with European B2B SaaS founders and revenue leaders on entering and growing in the U.S. My approach comes from building sales teams, running U.S. operations, and learning firsthand where expansion plans meet reality. Through QuotaLane, I bring that experience to advisory, private coaching, and practical workshops.

From Ostwestfalen (Germany) to NYC.

Marty Kaan

My story

Why I built QuotaLane

Moving to the U.S. changed how I thought about building a business. The work that followed shaped the advice I give today.

In 2009, I moved from Germany to New York. I took a 50% pay cut to join a systems integrator as its only salesperson. Over time, I built a twenty-person team. I experienced the shift from being responsible for my own sales to being responsible for the people, decisions, and support that a team needs to succeed.

For the next decade, I opened, repaired, and sometimes closed U.S. operations for European companies. I saw good products struggle when the way a company sold them did not fit the market. Experience in Europe gave those businesses a starting point, but there was still work to do to understand U.S. buyers and build a team around them.

Those years shaped the questions I ask today. What evidence do we have that these buyers need the product? What will make them choose it? What are we asking the first U.S. hire to do, and what support will they have? The answers affect hiring, spending, and the expectations set between the U.S. team and headquarters.

Through my work with the German Accelerator, CTNEXT, the French Accelerator, and C10 Labs, I kept encountering familiar expansion problems. I call the difference between what worked at home and what needs to change for the U.S. the Adaptation Gap. Understanding that gap gives a team something specific to work on.

I started QuotaLane to help founders and revenue leaders work through those decisions with someone who has carried responsibility for them. My experience includes decisions I got wrong. It shapes how I challenge assumptions, review evidence, and help a team decide what to do next.

Private coaching

Work with Marty one-on-one

For European B2B SaaS founders and revenue leaders making important decisions about U.S. sales, hiring, and growth.

I’ve built sales teams and opened, repaired, and closed U.S. operations for European companies. In a 90-minute private session, that experience is focused on your business and the decisions you’re facing. We’ll look at what’s happening, what you’ve already tried, and where to go next. I’ll challenge your thinking, help you spot what you might be missing, and work with you on clear next steps. Two to three weeks later, we’ll meet again to discuss your progress and any questions that have come up.

What to share beforehand

  • The decision or challenge you want to work through
  • Your current recurring revenue in Europe and the U.S.
  • How your U.S. team is set up, if applicable
  • What you’ve already tried

What you’ll get

  • A recording of your session
  • Notes, templates, and relevant references
  • Clear next steps
  • A 30-minute follow-up two to three weeks later

$1,500 Includes a 90-minute session and a 30-minute follow-up

Request Private Coaching

U.S. sales & interim leadership

Need someone to lead your U.S. business? I consider select fractional and interim leadership engagements with European B2B SaaS companies, building the sales team, leading execution, and taking responsibility for U.S. growth. Engagements depend on the mandate, mutual fit, and availability.

Speaking & workshops

Invite me to speak or work with your team

I speak about U.S. market entry, sales, and the decisions that shape a European SaaS company's expansion. My sessions are designed for founders, revenue leaders, accelerator communities, and investors working with portfolio companies.

Keynotes and conference sessions

Talks connect experience from running U.S. operations with questions the audience can apply to their own businesses. Topics include:

  • Entering the U.S. market

    What to examine before committing to a market, a plan, and a team.

  • Hiring your first U.S. salesperson

    Defining the role, setting expectations, and preparing the support that person will need.

  • Better sales discovery

    Understanding the buyer's problem and deciding whether there is a real opportunity to pursue.

  • Working across the Atlantic

    Clarifying responsibilities, sharing market feedback, and aligning the U.S. team with headquarters.

Workshops and internal training

Half-day and full-day workshops give teams time to work through customer discovery, qualification, ideal customer profiles, and the handoff between Europe and the U.S.

Tell me who will be in the room, what they are working on, and what you want them to learn. We can discuss the topic and format that fit your event or team.

Contact us to get our detailed speaking fee schedule.

For an inquiry, include your audience, proposed date, location, and preferred topic or format.

Inquire about speaking or a workshop

What working together is like

I will ask you to explain your thinking, show me what you are seeing, and look closely at the assumptions behind a decision. That gives us a basis for deciding where to focus.

I bring experience and an outside perspective. You bring knowledge of your product, customers, and team. We use both to work through the choices in front of you, including the difficult ones about people, priorities, and where to spend your time.

My role is to help you assess those choices and move forward with a clearer plan. You and your team remain responsible for running the business and carrying out the work.

For event hosts, podcast producers, and media

Official biography

Use the biography below to introduce me. For an interview request or additional background, get in touch.

Short introduction

Marty Kaan is the founder of QuotaLane, where he works with European B2B SaaS founders and revenue leaders on U.S. market entry and growth. His approach draws on experience building sales teams and running U.S. operations for European companies. Originally from Ostwestfalen, he is based in Connecticut.

Full biography

Marty Kaan is the founder of QuotaLane, an advisory and education business focused on U.S. market entry and growth for European B2B SaaS companies.

He moved from Germany to New York in 2009 and went on to build sales teams and open, repair, and close U.S. operations for European businesses. That operating experience informs his work with founders and revenue leaders on market focus, sales, hiring, and collaboration between U.S. teams and European headquarters.

His experience includes work with the German Accelerator, CTNEXT, the French Accelerator, and C10 Labs. Through QuotaLane, he provides advisory, private coaching, and workshops that help teams work through the practical decisions involved in U.S. expansion. He is based in Connecticut.

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Tell me what you are working on

If you are facing a U.S. expansion decision, tell me where things stand and what you need to figure out. We can discuss whether a private session or ongoing advisory would be useful.

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