Sindre Haaland

Founder and CEO SalesScreen

Last Reviewed: September 18, 2026

Executive Summary

Sindre Haaland is the founder and chief executive of SalesScreen, a sales gamification and performance management platform that takes the activity data already sitting in a company’s CRM and turns it into competitions, leaderboards, recognition and visible celebration for revenue teams. He started it in Norway at twenty-two, while still a third-year student at the Norwegian University of Science and Technology, with two fellow computer science students. The underlying argument is a behavioural one rather than a technical one: sales performance software has historically been built for managers who want reporting, while the people whose behaviour it is meant to change — the salespeople themselves — get nothing out of using it. SalesScreen inverts that, and Haaland has framed the goal as building business software people love rather than merely tolerate. The company reached roughly $10.7 million in revenue and around 350 customers by 2024 on founder-reported figures.

Career Highlights

• Founded SalesScreen in Norway at the age of twenty-two, while a third-year student at NTNU, with fellow computer science students Marius Ekerholt and Oystein Heimark.
• Grew the business to roughly $10.7 million in revenue and around 350 customers by 2024.
• Raised approximately $3 million in total from Spring Capital in New York, TRK Group and Innovation Norway, including a $2 million round in May 2020.
• Landed the company’s first customer, the Norwegian directory business Opplysningen 1881, in Trondheim.
• Built SalesScreen into one of the most comprehensive gamification platforms for revenue teams.
• Writes and speaks regularly on sales performance reviews, leaderboard design and sales dashboards.

Professional Journey

Haaland’s technical career started absurdly early. By thirteen he was writing assembly language and getting into his school’s systems and his parents’ computers. By sixteen he had turned that into a business, putting a room full of machines on high-speed internet with server applications running and renting them out by the minute — a small internet café, but also an early lesson in packaging technical capability into something people will pay for.

He went on to the Norwegian University of Science and Technology in Trondheim to read industrial economics and technology management with a computer science specialisation, taking an MSc. In his third year, aged twenty-two, he founded the company that became SalesScreen with two fellow computer science students, Marius Ekerholt and Oystein Heimark. The business began life in a different form — reported to have started as a consultancy named Dogu, a Norwegian acronym for data and development — before becoming a product company.

The product came from watching how sales organisations actually behaved. CRM systems capture what salespeople do but give them almost nothing back; the data flows upward to managers and reporting. SalesScreen turned that flow around, using the same activity data to drive competitions, leaderboards, milestone celebrations and visible recognition on screens around the sales floor and in the app. The first customer was Opplysningen 1881, the Norwegian directory enquiries business, in Trondheim — a large phone-based sales operation, which is close to the ideal proving ground for the idea.

Funding stayed deliberately modest by SaaS standards. The company raised roughly $3 million in total, from Spring Capital in New York, TRK Group and Innovation Norway, including a $2 million round in May 2020. On founder-reported figures it reached around $10.7 million of revenue and roughly 350 customers by 2024 — a revenue-to-capital ratio that suggests the business was built on customer money rather than investor money.

Haaland has since moved his own base to New York while keeping ties to Norway, dividing his time between Brooklyn and home. He remains an active writer and speaker on sales performance, publishing on leaderboard design, dashboards and performance reviews, and appearing frequently on podcasts about sales motivation and company building.

Education

Norwegian University of Science and Technology (NTNU)

Master of Science, Industrial Economics and Technology Management, specialising in Computer Science