Kombo growth playbook

Pick the number you can defend (systems live with read and write), put it in the homepage hero, every job post and the sales deck, and generate it from the integration catalog so it updates itself.

Merge and Finch both lead with integration counts, and the Senior Enterprise BDR and Field Marketer will quote a number in every first touch. One defensible number makes Kombo look precise in a category where precision is the product.

• A precise number looks smaller than "hundreds"

  Show the category split and the "deepest read and write" claim next to it.

• HiringThe integration count differs by page: the Senior Enterprise BDR and Field Marketer posts say 100+ systems, the Pre-Sales post 200+, the Enterprise AE, business development and RevOps posts 250+, and the homepage "hundreds".Source
• Your websiteHomepage: "All your integrations with one API" for HRIS, ATS, assessment, payroll and LMS; "hundreds" of integrations, 99.9% uptime, SOC 2 Type 2, ISO 27001, HIPAA and GDPR; logos include Indeed, Greenhouse, Paychex, Experian, Gem, Factorial, TestGorilla and Wellhub; Jobteaser: "Within just weeks we could connect all of our customers' ATSs and HRISs!"Source
• programmable.infoThe site has 267 integration pages, 15 case studies, 17 blog posts, 11 solution pages and 4 use-case pages. There are no live comparison pages: kombo.dev/vs/merge, which still appears in search results, returns a 404.Source
• Competitor researchComparisons describe Merge as a multi-category unified API, Finch as the US payroll-depth specialist and Kombo as the HR and Europe specialist (Personio, PayFit, Softgarden, Factorial). Unified.to, Knit and Truto publish "Kombo vs" and "Kombo alternatives" pages. One review reports a $25M Series A led by Volition Capital in February 2026.See the research Source

Publish three comparison pages (Merge, Finch, Unified.to): what each covers, depth of read and write, European systems, pricing model (per connected customer, inactive not billed), data residency, and a fair "when to pick them" section. Redirect the old /vs/merge URL.

Enterprise buyers make shortlists before they talk to a BDR. Every comparison search that lands on a competitor's page is a deal the Senior Enterprise BDR starts behind on.

• Competitor claims go stale

  Date each table and review it every quarter.

• programmable.infoThe site has 267 integration pages, 15 case studies, 17 blog posts, 11 solution pages and 4 use-case pages. There are no live comparison pages: kombo.dev/vs/merge, which still appears in search results, returns a 404.Source
• Competitor researchComparisons describe Merge as a multi-category unified API, Finch as the US payroll-depth specialist and Kombo as the HR and Europe specialist (Personio, PayFit, Softgarden, Factorial). Unified.to, Knit and Truto publish "Kombo vs" and "Kombo alternatives" pages. One review reports a $25M Series A led by Volition Capital in February 2026.See the research Source
• Your websitePricing shows no prices: Start, Scale and Enterprise all say "Get a Demo". Pricing is a yearly platform fee plus a fee per connected customer (inactive connections are not billed); a free proof of concept comes first; most customers have a first integration live in 1 to 2 weeks; the FAQ says customers usually fund it by including integrations in their pricing or charging a small per-customer fee.Source
• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source

Every week, pull job posts from HR-tech, benefits, payroll-adjacent and recruiting companies that mention building HRIS, ATS or payroll integrations, and send them to the BDRs with a note on the role and the systems named. Open with the cost of that hire against Kombo.

The motion is account-based with a small book per BDR, and about 80% of AE pipeline already comes from business development. A sharper trigger raises the share of outreach that lands while the company is deciding.

Subject: Your integrations engineer role

Hi {first name},

Saw {company} is hiring an engineer to build {systems} integrations. Teams like Jobteaser and Ravio made that hire unnecessary: they connected their customers' ATSs and HRISs through Kombo in weeks.

Most customers have a first integration live in 1 to 2 weeks, and we start with a free proof of concept. Worth 20 minutes before you fill the role?

{name}

• Hiring managers resent outreach about their own job post

  Write to the product or engineering leader, not the recruiter, and lead with the timeline saved.

• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source
• HiringEnterprise Account Executive (US): "Historically ~80% of pipeline created for an AE came from our BD function of which our win rate is 40%+"; the hire helps "~2x our revenue in 2026", reports to the CRO and works from the new New York office.Source
• HiringCareers page: 15 open roles: Commercial 8 (AEs in New York and Berlin, two BDRs, business development, pre-sales, field marketing), Engineering 4, Customer Success 2 (including a Scaled Customer Success Manager), Operations 1; 8 in New York and 7 in Berlin. The Field Marketer is the only marketing role.Source

Keep custom pricing, but add a worked example (a platform fee band plus the per-connected-customer fee for 50, 200 and 1,000 connected customers) and a short guide on how customers recover the cost, which the FAQ already hints at.

Kombo is moving upmarket, where buying committees want numbers before meetings. A range and a funding model let a champion build the internal case, and the per-connected-customer model (inactive not billed) is a selling point to show.

• Ranges anchor enterprise deals too low

  Show Start and Scale examples only and keep Enterprise custom.

• Your websitePricing shows no prices: Start, Scale and Enterprise all say "Get a Demo". Pricing is a yearly platform fee plus a fee per connected customer (inactive connections are not billed); a free proof of concept comes first; most customers have a first integration live in 1 to 2 weeks; the FAQ says customers usually fund it by including integrations in their pricing or charging a small per-customer fee.Source
• HiringPre-Sales Engineer (New York): "We're tripling the team and revenue this year. And we move upmarket, with larger, more complex deals and sophisticated buying committees"; deals of "$100k-150k+"; builds "demo environments, Postman collections, integration guides" and the US pre-sales playbooks.Source
• HiringRevenue Operations (Berlin): owns HubSpot, the deal desk and discount governance; the post says "Indeed, Pleo, and Juicebox run their integrations on Kombo, alongside 400+ other teams, syncing data for 250+ million people worldwide."Source

Add one proof row under the hero: people synced, teams on Kombo, typical time to first integration, and one customer result, each linked to its source.

Technical executives, the buyer the Field Marketer is told to design for, decide whether to keep reading on proof, not on features. Numbers from production carry more weight than "hundreds" and G2 badges.

• "People synced" raises privacy questions

  Link the security page and scopes feature right next to it.

• HiringRevenue Operations (Berlin): owns HubSpot, the deal desk and discount governance; the post says "Indeed, Pleo, and Juicebox run their integrations on Kombo, alongside 400+ other teams, syncing data for 250+ million people worldwide."Source
• Your websiteCase studies include CV-Library ("increased candidate applications by 300%"), Ribbon ("won enterprise deals with Kombo's ATS coverage") and Paychex Europe; products include AI Apply, a browser agent for recruiting, and the blog announced Canadian data hosting.Source
• Your websitePricing shows no prices: Start, Scale and Enterprise all say "Get a Demo". Pricing is a yearly platform fee plus a fee per connected customer (inactive connections are not billed); a free proof of concept comes first; most customers have a first integration live in 1 to 2 weeks; the FAQ says customers usually fund it by including integrations in their pricing or charging a small per-customer fee.Source
• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source

Turn V1 into a one-page format: guest mix (8 to 12 product and engineering leaders from target accounts plus one customer), a topic ("integrations as a revenue line"), invitation timeline, seat plan, and a follow-up sequence within 48 hours.

Events are named as the most important channel going upmarket and the buyer is a technical executive. A written format makes dinners repeatable in New York and Berlin and lets the north star (event-sourced pipeline) be measured per dinner.

[ ] 8 to 12 guests from target accounts plus one customer
[ ] Host AE and one Kombo founder
[ ] Topic: integrations as a revenue line
[ ] Invites 4 weeks out from the AE, reminder at 1 week
[ ] Seat target accounts next to the customer guest
[ ] Personal note within 24 hours, meeting ask within 48
[ ] Log attendance and source in HubSpot the next morning

• Dinners fill with friendly guests who won't buy

  Invite only accounts on the BDR target list and track show rate by account tier.

• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source
• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source
• HiringAngels named in the BDR post: Paul Forster (founder of Indeed), Sultan Saidov (Beamery), Jean-Denis Grèze (Plaid) and Carsten Thoma (Celonis); customers named include Indeed, Greenhouse, JobGet, Recruitics, Thatch, Experian, Juicebox, HeyJobs, Spendesk and Gem.Source

Run HR Tech as an account program: pick 60 target accounts attending, book meetings before the show, demo "connect a Workday sandbox live" at the booth, host one side dinner, and follow up within two days.

Kombo's buyers are concentrated at a few HR-tech events. Pre-booked meetings turn a sponsorship into measurable pipeline, which is how the role is judged.

• Prospects cancel meetings at the show

  Confirm the day before and offer a slot at the side dinner instead.

• #6 Write down the executive dinner format so it can run every two weeks

• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source
• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source
• HiringPre-Sales Engineer (New York): "We're tripling the team and revenue this year. And we move upmarket, with larger, more complex deals and sophisticated buying committees"; deals of "$100k-150k+"; builds "demo environments, Postman collections, integration guides" and the US pre-sales playbooks.Source

Ask two angels to each host one roundtable for 10 product and engineering leaders from target accounts, on a topic they know first-hand (Indeed on job distribution, Plaid on building a unified API category), with Kombo as the organiser.

The Field Marketer is asked to build credibility with technical executives. A peer host changes who accepts, and the sessions double as content for the webinar program.

• Angels have little time

  Kombo does all the work; the host gives two hours.

• #6 Write down the executive dinner format so it can run every two weeks

• HiringAngels named in the BDR post: Paul Forster (founder of Indeed), Sultan Saidov (Beamery), Jean-Denis Grèze (Plaid) and Carsten Thoma (Celonis); customers named include Indeed, Greenhouse, JobGet, Recruitics, Thatch, Experian, Juicebox, HeyJobs, Spendesk and Gem.Source
• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source
• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source

Ask the prospect for 100 to 500 customer domains (or use their public logo wall), detect each customer's ATS from their careers page and the HRIS where public, and return a one-page report: systems in use, share covered by Kombo today, and the gaps.

The Pre-Sales Engineer is asked to build technical proposals and playbooks for $100k to $150k deals with buying committees. A report about the prospect's own customers makes the business case in their terms and shortens discovery.

• Detection is wrong for some customers

  Label it an estimate and show the sample behind each number.

• HiringPre-Sales Engineer (New York): "We're tripling the team and revenue this year. And we move upmarket, with larger, more complex deals and sophisticated buying committees"; deals of "$100k-150k+"; builds "demo environments, Postman collections, integration guides" and the US pre-sales playbooks.Source
• HiringEnterprise Account Executive (US): "Historically ~80% of pipeline created for an AE came from our BD function of which our win rate is 40%+"; the hire helps "~2x our revenue in 2026", reports to the CRO and works from the new New York office.Source
• Your websiteIntegration pages such as Workday list the data models for HRIS, ATS and assessment ("Employees, Employments, Groups, Work Locations +11 more") with a "Get a demo" button; the homepage coverage grid lets a visitor request a data point.Source

Add to each integration page: how the system's own API works (auth, rate limits, quirks), what Kombo reads and writes, sync frequency, setup time, customers using it, and a "see the data model in the docs" link. Start with the 30 systems with the most search demand.

The pages already exist and rank for system names. Making them the most useful answer on the web brings product and engineering leaders at HR-tech vendors at the moment they scope an integration.

• Publishing quirks reveals know-how to competitors

  Describe what the system does, not how Kombo works around it.

• programmable.infoThe site has 267 integration pages, 15 case studies, 17 blog posts, 11 solution pages and 4 use-case pages. There are no live comparison pages: kombo.dev/vs/merge, which still appears in search results, returns a 404.Source
• Your websiteIntegration pages such as Workday list the data models for HRIS, ATS and assessment ("Employees, Employments, Groups, Work Locations +11 more") with a "Get a demo" button; the homepage coverage grid lets a visitor request a data point.Source
• Competitor researchComparisons describe Merge as a multi-category unified API, Finch as the US payroll-depth specialist and Kombo as the HR and Europe specialist (Personio, PayFit, Softgarden, Factorial). Unified.to, Knit and Truto publish "Kombo vs" and "Kombo alternatives" pages. One review reports a $25M Series A led by Volition Capital in February 2026.See the research Source

Once a month, a 30-minute session with one customer's product leader: the problem, the integrations they launched, the revenue effect, and live questions. Invite target accounts by segment and give every registrant the recording.

Product leaders at HR-tech vendors trust peers. A webinar per segment (recruiting, benefits, spend management) gives BDRs a non-sales reason to reach out every month.

• Low live attendance

  Treat the recording as the product and send it to every invitee.

• Your websiteCase studies include CV-Library ("increased candidate applications by 300%"), Ribbon ("won enterprise deals with Kombo's ATS coverage") and Paychex Europe; products include AI Apply, a browser agent for recruiting, and the blog announced Canadian data hosting.Source
• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source
• HiringAngels named in the BDR post: Paul Forster (founder of Indeed), Sultan Saidov (Beamery), Jean-Denis Grèze (Plaid) and Carsten Thoma (Celonis); customers named include Indeed, Greenhouse, JobGet, Recruitics, Thatch, Experian, Juicebox, HeyJobs, Spendesk and Gem.Source

Offer customers a small "Powered by Kombo" badge and a shared integrations directory widget, in return for a discount or co-marketing; each badge links to a Kombo page explaining how their integrations work.

Product leaders at HR-tech vendors look at peers' integration pages when planning their own. A badge on a respected peer's page is a referral at the planning moment.

• Customers sell Kombo as white-label and don't want it seen

  Keep it optional and never ask white-label customers.

• Your websiteHomepage: "All your integrations with one API" for HRIS, ATS, assessment, payroll and LMS; "hundreds" of integrations, 99.9% uptime, SOC 2 Type 2, ISO 27001, HIPAA and GDPR; logos include Indeed, Greenhouse, Paychex, Experian, Gem, Factorial, TestGorilla and Wellhub; Jobteaser: "Within just weeks we could connect all of our customers' ATSs and HRISs!"Source
• HiringAngels named in the BDR post: Paul Forster (founder of Indeed), Sultan Saidov (Beamery), Jean-Denis Grèze (Plaid) and Carsten Thoma (Celonis); customers named include Indeed, Greenhouse, JobGet, Recruitics, Thatch, Experian, Juicebox, HeyJobs, Spendesk and Gem.Source
• Your websiteCase studies include CV-Library ("increased candidate applications by 300%"), Ribbon ("won enterprise deals with Kombo's ATS coverage") and Paychex Europe; products include AI Apply, a browser agent for recruiting, and the blog announced Canadian data hosting.Source

Each quarter, show each account their connected-customer count, the share of their customer base connected, and the systems their unconnected customers use; recommend how to drive adoption (in-app prompts, pricing, onboarding) and share what top customers do.

Kombo is hiring Customer Success Managers in New York and Berlin, including a scaled role. Expansion from connected customers is the most direct lever on revenue in this pricing model.

• Customers see it as upselling

  Lead with their own users' adoption, which helps them first.

• Your websitePricing shows no prices: Start, Scale and Enterprise all say "Get a Demo". Pricing is a yearly platform fee plus a fee per connected customer (inactive connections are not billed); a free proof of concept comes first; most customers have a first integration live in 1 to 2 weeks; the FAQ says customers usually fund it by including integrations in their pricing or charging a small per-customer fee.Source
• HiringCareers page: 15 open roles: Commercial 8 (AEs in New York and Berlin, two BDRs, business development, pre-sales, field marketing), Engineering 4, Customer Success 2 (including a Scaled Customer Success Manager), Operations 1; 8 in New York and 7 in Berlin. The Field Marketer is the only marketing role.Source
• HiringRevenue Operations (Berlin): owns HubSpot, the deal desk and discount governance; the post says "Indeed, Pleo, and Juicebox run their integrations on Kombo, alongside 400+ other teams, syncing data for 250+ million people worldwide."Source

Add event campaigns, member statuses (invited, registered, attended, met) and a sourced-or-influenced rule to HubSpot; report pipeline and cost per opportunity by event and format.

RevOps already owns HubSpot and pipeline governance. Getting attribution right before spend grows protects the budget and makes the Field Marketer's north star real.

• Influence double-counts with outbound

  Report sourced and influenced separately, never summed.

• HiringRevenue Operations (Berlin): owns HubSpot, the deal desk and discount governance; the post says "Indeed, Pleo, and Juicebox run their integrations on Kombo, alongside 400+ other teams, syncing data for 250+ million people worldwide."Source
• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source
• HiringEnterprise Account Executive (US): "Historically ~80% of pipeline created for an AE came from our BD function of which our win rate is 40%+"; the hire helps "~2x our revenue in 2026", reports to the CRO and works from the new New York office.Source

A public calculator: systems needed, engineers, months per integration, maintenance per year, against Kombo's platform and per-customer fee ranges; output a one-page PDF a champion can send to finance.

It turns the champion's argument into a document and answers the CFO question without a call. It also captures leads at the scoping stage.

• Numbers look self-serving

  Show the inputs and let users change every one.

• #4 A worked pricing example and "how customers pay for it" on the pricing page

• HiringPre-Sales Engineer (New York): "We're tripling the team and revenue this year. And we move upmarket, with larger, more complex deals and sophisticated buying committees"; deals of "$100k-150k+"; builds "demo environments, Postman collections, integration guides" and the US pre-sales playbooks.Source
• Your websitePricing shows no prices: Start, Scale and Enterprise all say "Get a Demo". Pricing is a yearly platform fee plus a fee per connected customer (inactive connections are not billed); a free proof of concept comes first; most customers have a first integration live in 1 to 2 weeks; the FAQ says customers usually fund it by including integrations in their pricing or charging a small per-customer fee.Source
• Your websiteHomepage: "All your integrations with one API" for HRIS, ATS, assessment, payroll and LMS; "hundreds" of integrations, 99.9% uptime, SOC 2 Type 2, ISO 27001, HIPAA and GDPR; logos include Indeed, Greenhouse, Paychex, Experian, Gem, Factorial, TestGorilla and Wellhub; Jobteaser: "Within just weeks we could connect all of our customers' ATSs and HRISs!"Source

Publish a short benchmark of apply completion with and without one-click apply (from customers who agree), and run a targeted campaign to job boards and aggregators in the US and Europe with a free pilot on one market.

Job boards are a named solution segment and include Kombo customers (HeyJobs, Jobilla, CV-Library). A benchmark gives the BDRs a clear opener for a well-defined list.

• ATS vendors object to automated applying

  Stay within each ATS's terms and stress candidate-initiated applications.

• Your websiteCase studies include CV-Library ("increased candidate applications by 300%"), Ribbon ("won enterprise deals with Kombo's ATS coverage") and Paychex Europe; products include AI Apply, a browser agent for recruiting, and the blog announced Canadian data hosting.Source
• Your websiteHomepage: "All your integrations with one API" for HRIS, ATS, assessment, payroll and LMS; "hundreds" of integrations, 99.9% uptime, SOC 2 Type 2, ISO 27001, HIPAA and GDPR; logos include Indeed, Greenhouse, Paychex, Experian, Gem, Factorial, TestGorilla and Wellhub; Jobteaser: "Within just weeks we could connect all of our customers' ATSs and HRISs!"Source
• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source

Publish an annual report with aggregated, anonymised data: system share by country and segment, growth and decline, write-support coverage, and integration requests by category, launched at HR Tech and cut into a quarter of content for events and outbound.

It is a reason to be on stage at HR Tech, a reason for press and analysts to cite Kombo, and a door-opener for BDRs ("here is your segment"). Field events need a story; this is one only Kombo can tell.

• Customers object to use of their data

  Aggregate only, follow the DPA, and let customers opt out.

• #7 An HR Tech program built on booked meetings, not booth traffic

• HiringRevenue Operations (Berlin): owns HubSpot, the deal desk and discount governance; the post says "Indeed, Pleo, and Juicebox run their integrations on Kombo, alongside 400+ other teams, syncing data for 250+ million people worldwide."Source
• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source
• Competitor researchComparisons describe Merge as a multi-category unified API, Finch as the US payroll-depth specialist and Kombo as the HR and Europe specialist (Personio, PayFit, Softgarden, Factorial). Unified.to, Knit and Truto publish "Kombo vs" and "Kombo alternatives" pages. One review reports a $25M Series A led by Volition Capital in February 2026.See the research Source

Apply for the Workday and SAP partner programs relevant to integration providers, complete certification for the main integrations, and use the listings in enterprise deals and at events.

The enterprise buyer's risk is a third party touching their HR data. A partner listing shortens security review and gives the Senior Enterprise BDR a credible opener for Workday and SAP shops.

• Certification takes longer than planned

  Start with one system and one program.

• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source
• Your websitePricing shows no prices: Start, Scale and Enterprise all say "Get a Demo". Pricing is a yearly platform fee plus a fee per connected customer (inactive connections are not billed); a free proof of concept comes first; most customers have a first integration live in 1 to 2 weeks; the FAQ says customers usually fund it by including integrations in their pricing or charging a small per-customer fee.Source
• HiringPre-Sales Engineer (New York): "We're tripling the team and revenue this year. And we move upmarket, with larger, more complex deals and sophisticated buying committees"; deals of "$100k-150k+"; builds "demo environments, Postman collections, integration guides" and the US pre-sales playbooks.Source

A half-day event in New York for 150 product and engineering leaders at HR-tech, benefits and spend companies: customer talks, the State of HR Integrations findings, and roundtables, followed by dinner. Repeat in Berlin.

Kombo's buyers are a defined group of a few thousand people. An event they look forward to is a yearly pipeline moment Kombo controls, and it feeds the dinner and webinar programs.

• Low turnout for a first edition

  Cap at 150, invite-only, with speakers buyers know.

• #17 "State of HR Integrations": an annual report from 250M+ synced employee records

• HiringField Marketer, the first field marketing hire: "lead our most important channel as we go up-market"; owns HR Tech sponsorship, executive dinners ("a V1 in place with lots of learnings here ready to 10x this year"), roadshows and webinars; north star is "Event-sourced and event-influenced pipeline"; the buyer is "technical C-level execs"; reports to the Head of Growth. The post says Kombo grew "$1M → $10M+ ARR in two years".Source
• HiringEnterprise Account Executive (US): "Historically ~80% of pipeline created for an AE came from our BD function of which our win rate is 40%+"; the hire helps "~2x our revenue in 2026", reports to the CRO and works from the new New York office.Source
• HiringAngels named in the BDR post: Paul Forster (founder of Indeed), Sultan Saidov (Beamery), Jean-Denis Grèze (Plaid) and Carsten Thoma (Celonis); customers named include Indeed, Greenhouse, JobGet, Recruitics, Thatch, Experian, Juicebox, HeyJobs, Spendesk and Gem.Source

Package Kombo for US spend management and benefits platforms: a dedicated solutions page, the European case studies retold, a US payroll coverage page, a target list for the BDRs, and a vertical dinner series.

The playbook already works in Europe. A vertical focus gives the new US team a list where Kombo has proof, rather than competing head-on with Finch on general US payroll.

• US payroll depth favours Finch

  Lead with HRIS provisioning and European coverage for US platforms expanding abroad.

• HiringAngels named in the BDR post: Paul Forster (founder of Indeed), Sultan Saidov (Beamery), Jean-Denis Grèze (Plaid) and Carsten Thoma (Celonis); customers named include Indeed, Greenhouse, JobGet, Recruitics, Thatch, Experian, Juicebox, HeyJobs, Spendesk and Gem.Source
• HiringRevenue Operations (Berlin): owns HubSpot, the deal desk and discount governance; the post says "Indeed, Pleo, and Juicebox run their integrations on Kombo, alongside 400+ other teams, syncing data for 250+ million people worldwide."Source
• HiringEnterprise Account Executive (US): "Historically ~80% of pipeline created for an AE came from our BD function of which our win rate is 40%+"; the hire helps "~2x our revenue in 2026", reports to the CRO and works from the new New York office.Source
• Competitor researchComparisons describe Merge as a multi-category unified API, Finch as the US payroll-depth specialist and Kombo as the HR and Europe specialist (Personio, PayFit, Softgarden, Factorial). Unified.to, Knit and Truto publish "Kombo vs" and "Kombo alternatives" pages. One review reports a $25M Series A led by Volition Capital in February 2026.See the research Source

Publish a guide to the HRIS, ATS and payroll systems by European country, with market share from Kombo data, data residency notes and a 30-day "launch in Europe" offer; target US vendors announcing European expansion.

It uses Kombo's clearest difference from Merge and Finch, and gives the US AE team a reason to call companies that already have US integrations covered.

• Small segment

  Test with 30 accounts before building more.

• Competitor researchComparisons describe Merge as a multi-category unified API, Finch as the US payroll-depth specialist and Kombo as the HR and Europe specialist (Personio, PayFit, Softgarden, Factorial). Unified.to, Knit and Truto publish "Kombo vs" and "Kombo alternatives" pages. One review reports a $25M Series A led by Volition Capital in February 2026.See the research Source
• HiringCareers page: 15 open roles: Commercial 8 (AEs in New York and Berlin, two BDRs, business development, pre-sales, field marketing), Engineering 4, Customer Success 2 (including a Scaled Customer Success Manager), Operations 1; 8 in New York and 7 in Berlin. The Field Marketer is the only marketing role.Source
• Your websiteCase studies include CV-Library ("increased candidate applications by 300%"), Ribbon ("won enterprise deals with Kombo's ATS coverage") and Paychex Europe; products include AI Apply, a browser agent for recruiting, and the blog announced Canadian data hosting.Source

Each month, analyse public reviews of 20 HR-tech products for integration complaints, publish an anonymised category teardown, and give BDRs the account-level version as a private opener.

It turns the BDRs' "5% in market" problem into evidence: an account whose customers complain about integrations is in market whether or not it knows it.

• Feels like shaming prospects

  Publish only anonymised category views; account notes stay private.

• #3 Find the 5% in market: HR-tech companies hiring "integrations engineers" this month

• HiringSenior Enterprise BDR: "Kombo is moving upmarket. Our sales motion is account-based"; a small book of Fortune 2000 and other high-value accounts; "only ~5% of your best-fit customer profile is in market for our product. Your job is to figure out how to reach 100% of that 5%." The Berlin business development role can be "directly responsible for up to 20% of new revenue in a given quarter".Source
• Your websiteHomepage: "All your integrations with one API" for HRIS, ATS, assessment, payroll and LMS; "hundreds" of integrations, 99.9% uptime, SOC 2 Type 2, ISO 27001, HIPAA and GDPR; logos include Indeed, Greenhouse, Paychex, Experian, Gem, Factorial, TestGorilla and Wellhub; Jobteaser: "Within just weeks we could connect all of our customers' ATSs and HRISs!"Source
• Your websiteCase studies include CV-Library ("increased candidate applications by 300%"), Ribbon ("won enterprise deals with Kombo's ATS coverage") and Paychex Europe; products include AI Apply, a browser agent for recruiting, and the blog announced Canadian data hosting.Source

A startup offer for AI recruiting, screening and HR-agent companies: Start plan pricing for year one, a template integration for AI screening, and office hours. Promote it through YC and accelerator networks.

Self-serve onboarding exists on Start. A small, cheap channel keeps the top of funnel full while sales focuses on the Fortune 2000.

• Low revenue per account

  Keep it fully self-serve and cap the program.

• Your websitePricing shows no prices: Start, Scale and Enterprise all say "Get a Demo". Pricing is a yearly platform fee plus a fee per connected customer (inactive connections are not billed); a free proof of concept comes first; most customers have a first integration live in 1 to 2 weeks; the FAQ says customers usually fund it by including integrations in their pricing or charging a small per-customer fee.Source
• Your websiteCase studies include CV-Library ("increased candidate applications by 300%"), Ribbon ("won enterprise deals with Kombo's ATS coverage") and Paychex Europe; products include AI Apply, a browser agent for recruiting, and the blog announced Canadian data hosting.Source
• HiringAngels named in the BDR post: Paul Forster (founder of Indeed), Sultan Saidov (Beamery), Jean-Denis Grèze (Plaid) and Carsten Thoma (Celonis); customers named include Indeed, Greenhouse, JobGet, Recruitics, Thatch, Experian, Juicebox, HeyJobs, Spendesk and Gem.Source