Revolution in automated sales: FLEX Capital and ComX start building a leading group with Tendex and Global Sales Leaders

Berlin/ Munich July 13, 2023.

Revolution in automated sales: FLEX Capital and ComX start building a leading group with Tendex and Global Sales Leaders

Commercial Excellence GmbH (, Tendex, Global Sales Leaders
B2B sales enablement platform
Berlin, Munich, Cape Town
Founded in
Invested in

The market-leading B2B sales enablement platform ComX is entering into a partnership with the two B2B sales platforms Tendex and Global Sales Leaders (GSL), thereby laying the foundation for becoming a future leading group for sales enablement.

ComX was launched in 2018 by Philipp Ströhemann, Christoph Erler and Peter Hidden
and was majority-taken over by the private equity investor FLEX Capital in 2022 with the common goal of developing the hidden champion into a global player.

ComX offers companies with complex B2B products or services a solution along the entire sales value chain and enables them to acquire new customers strategically and in a plannable manner. The basis for this is comprehensive analysis of CRM data from ComX customers.

The information gained is used to automate sales processes, allowing ComX customers to reduce their marketing costs and shorten their sales cycles from months to days.

Every step of the complex B2B sales process is thus made visible.

This can free up millions in new business. In particular, ComX customers benefit from a turnkey solution that automates time-consuming and low-value-added tasks.

ComX thus closes a critical gap in the sales processes
that conventional CRM systems do not cover.

Through the partnership with Tendex and Global Sales Leaders, it has been possible to create significant added value for solving medium-sized B2B sales problems.

“The acquisition of further companies is part of our growth strategy.” says Philipp Ströhemann, co-founder and CEO of ComX. “The partnerships with Tendex and GSL are based on different value creation hypotheses. With Tendex, we can use synergy effects in technical product development and open up additional sales channels for our customers. GSL offers its customers a full-service product, which is suitable as an extension for ComX customers. In this way, we enable our customers to get even more added value from the ComX platform and continue to increase our customer satisfaction. We are very pleased to have found great partners in the founders of both companies for our ambitious goal of becoming the market leader.”

The FLEX Capital portfolio companies OMS Group and lawpilots are among the more than 400 customers of the group.

“Every day, we experience first-hand the importance and, at the same time, the challenge of building up a well-functioning sales force in our portfolio companies. Especially in growth phases, this is a central topic that concerns all B2B medium-sized companies equally. ComX solves a real sales problem with its sales enablement platform. The expansion of the group with great companies like Tendex and GSL enables us to continuously improve the platform and thus offer a technical solution that will solve future sales problems along the entire value chain even more extensively.” says Peter Waleczek, Managing Partner of FLEX Capital.

Tendex was founded by Otto Lang in Munich in 2022 and helps companies to automate their outbound process to generate more new customers. To this end, Tendex offers a sales platform through which decision-makers in the company target group can be contacted in a personalized and structured manner via LinkedIn, postal and e-mail channels and returned to the company as qualified leads. Tendex is currently used by over 250 customers.

“The technically sensible integration of the Tendex multichannel solution into the ComX ecosystem, as well as strong synergies in the generation of lead data, were the decisive points for the merger with ComX for me,” says Otto Lang, co-founder of Tendex.

Founded in Berlin in 2021 by Robert Borchert and Julius Göllner, Global Sales Leaders helps B2B tech companies fill the pipeline with qualified leads via acquisitions and LinkedIn outreach. The great strength lies in the in-house Sales-as-a-Service team, which offers companies a comprehensive service.

GSL Managing Partner Robert Borchert says about the formation of the group: “With FLEX and ComX we can think about and implement the topic of Sales-as-a-Service on a completely different scale. FLEX’s entrepreneurial background and ComX’s standing in the market helps us as a group to establish a leading player that makes strong products accessible to the entire market by acquiring new customers in a data-driven and predictable manner.”

About FLEX Capital

FLEX Capital is a private equity fund founded by successful serial entrepreneurs that invests in profitable and growing companies from the German Internet and software midmarket. Announced in early 2023, the second fund of €300 million includes a commercial structure for the first time, enabling FLEX Capital to provide operational support to portfolio companies with a purpose-built 30-person team of experts, differentiating the investor from many other private equity funds. Currently, the FLEX portfolio comprises seven business platforms. For more information, visit

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