Navigating a Sales-Led to Customer-Led Transition for SaaS Company

Our SaaS client was looking to leverage themself into either a new round of founding or a better position for sale. They understand that continued investment in their sales team was not going to make either of those outcomes as desirable as building a more robust marketing and customer led company.

We were able to come in, roll up our sleeves, and build their entire marketing program from the bottom-up alongside their existing Sales Operations and Revenue Operations team to set them self up for success.

Problem:

Our client was a sales-led organization but wanted to transition to a marketing/ data-driven led organization. As a result, they wanted to reallocate $500K in budget into marketing related activities. Ultimate goal was to position for recapitlization or sale in 12-24 months.

Opportunity:

Build their marketing foundation from scratch to empower their sales teams with higher quality leads and transition into pure SaaS company.

Solution:

Created attribution model to create data integrity feeding a newly created CRM, increased organic activity through improved SEO, tooled their existing MarTech stack and trained the team for ongoing maintenance.

Initial SEM and SEO improvements increased MQL by 400% while reducing CPL by 71%. Integrations within their stack and their ad platforms allowed optimizations to continue real-time and continue improvements.

Company was able to reposition for recapitalization within ideal time window with ultimate purchase over time.