WorkflowMax
Building WorkflowMax's GTM Team
About
WorkflowMax is a global job management and financial operating system used by 100,000 users across 150 countries. It helps service-based businesses manage the full workflow — from leads and quotes through to jobs, timesheets, invoices, and profitability — all with seamless integrations into platforms like Xero and QuickBooks.
Results
In Australia and Ireland
AUS:
- Account Executive (MEL)
- Account Executive (MEL)
- Growth Engineer (MEL)
- Senior Product Designer (MEL)
IRE:
- Account Executive (DUB)
- Account Executive (DUB)
The Challenge
WorkflowMax had been growing fast, but it hit a ceiling.
Leads were coming in, but the team couldn’t keep up. Customer growth plateaued because there simply weren’t enough people in sales and go-to-market roles to follow up properly.
The Situation
Vince (CEO) and Ryan (CRO) found themselves spending hours every week trying to plug the gaps, all while valuable opportunities were being missed and the team was eager to grow faster.
The pressure point came at the end of the year. Without the right people, growth would stall — and sticking to the old strategy wasn’t an option. They urgently needed five critical hires: four Account Executives across Melbourne and Dublin, plus a rare GTM Engineer role to tie sales, marketing, and product together.
“Without the right people in growth roles, we simply hit a ceiling — we couldn’t follow up on leads and growth stalled.” – Vince, CEO
The Challenge
WorkflowMax had been growing fast, but it hit a ceiling.
Leads were coming in, but the team couldn’t keep up. Customer growth plateaued because there simply weren’t enough people in sales and go-to-market roles to follow up properly.
The Situation
Vince (CEO) and Ryan (CRO) found themselves spending hours every week trying to plug the gaps, all while valuable opportunities were being missed and the team was eager to grow faster.
The pressure point came at the end of the year. Without the right people, growth would stall — and sticking to the old strategy wasn’t an option. They urgently needed five critical hires: four Account Executives across Melbourne and Dublin, plus a rare GTM Engineer role to tie sales, marketing, and product together.
“Without the right people in growth roles, we simply hit a ceiling — we couldn’t follow up on leads and growth stalled.” – Vince, CEO
Why Lab17
Vince and Ryan had been down the recruitment path before — and it was painful. Traditional recruiters and job boards were a numbers game, dumping unfiltered CVs on their desks and leaving them to do the heavy lifting.
Lab17’s approach felt different from day one. Simon took the time to understand the business, shape what the roles should look like, and then go out and actively find the right people. He didn’t just scout candidates — he engaged them, sold the story, and made them excited to join WorkflowMax.
“Other recruitment methods were a numbers game. With Lab17 it was about quality, care, and capability.” – Ryan, CRO
The Partnership in Action
Lab17 worked like an extension of the WorkflowMax team.
- Headhunting & filtering: Quality over quantity — no CV dumps.
- Time back for leaders: Saved Vince and Ryan 3–4 hours (minimum) a week that would’ve gone into recruitment admin.
- Candidate experience: Scheduling, interview prep, and detailed insights taken care of.
- Cultural alignment: Represented WorkflowMax as if they were insiders.
“Simon saved us hours every week. Instead of throwing CVs at us, he brought the right people forward.” – Vince, CEO
The Outcome
All the critical roles were filled:
- – 4x Account Executives (2x Senior AE in Dublin, 2x AE in Melbourne).
- – 1x GTM Engineer — described as a “unicorn” hire.
- – Plus a Senior Product Designer in Melbourne, showing Lab17’s impact beyond the GTM team.
Those hires unlocked the next stage of growth. The sales team gained new energy and capability, culture lifted, and the GTM Engineer acted like a quarterback, connecting sales, marketing, and product so the whole operation could scale.
For Vince and Ryan, it wasn’t just about filling roles — it was about confidence. Lab17’s partnership created a “wow factor” that none of their previous recruitment experiences had delivered.
“Simon’s consultative approach unlocked a new phase of growth and lifted our team culture.” – Ryan, CRO
Looking Ahead
Vince and Ryan don’t see Lab17 as just recruiters — they see them as long-term partners in growth. The plan is to keep working together not just on hiring, but on broader HR and talent strategy as WorkflowMax continues to scale globally.
“I see this as a long-term partnership, not just a transactional recruitment exercise.” – Ryan, CRO
About WorkflowMax
WorkflowMax is a global job management and financial operating system used by 100,000 users across 150 countries. It helps service-based businesses manage the full workflow — from leads and quotes through to jobs, timesheets, invoices, and profitability — all with seamless integrations into platforms like Xero and QuickBooks.
Inspired by WorkflowMax’s story?
There’s real magic behind every WorkflowMax feature and milestone, and it’s their people. They show up with energy, creativity and genuine care for what they do (plus plenty of laughs along the way). When you love what you do and who you do it with, every day feels rewarding. Curious? Watch their team video to get a feel for their world 💚
Ready to join this global team scaling across 150 countries and serving 100,000+ users? Join WorkflowMax’s talent pool at https://hubs.la/Q03rP2tp0 and be part of their next chapter of growth.
Working with Lab17 was a game-changer for us. Simon’s consultative approach helped us land four Account Executives and a unicorn GTM Engineer, which unlocked a new phase of growth and lifted team culture. It felt like a true partnership, not just recruitment.
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