Martijn Janssen

The operator who built Tipalti's European revenue from zero to $10M+ ARR. Now doing it for other fintechs.

I have spent the past fifteen years in B2B SaaS and fintech sales, most of it building European businesses for companies headquartered elsewhere. I have sat in the operator's seat: hiring the first reps on the ground, closing the first enterprise logos, surviving the first procurement and compliance reviews, and keeping US leadership aligned while the European reality looked nothing like the plan on the slide.

Most recently I led EMEA sales at Tipalti, where I initially grew EU ARR from zero to over $10 million in three years - building the team, the pipeline and the country-by-country motion behind it. That work taught me where European expansion actually breaks: not just in the product, but in the regulatory environment, the procurement cycles and the local nuance that no playbook from headquarters covers.

Landfall is the practice I built from those lessons. Surrounded and supported by freelance experts (on marketing, compliance and risk, rev/AI ops), I work with a small number of Series A/B/C fintechs in payments, infrastructure and finance operations, as a hands-on revenue leader rather than an advisor with a deck. Human-led, AI-augmented, and honest about what will and will not work in Europe.