Client Overview
- SaaS vertical: Logistics & supply chain orchestration software
- Stage: Series A (post-PMF, under pressure to hit growth targets)
- Geography: Primarily North America, expanding into EU
- Product complexity: High-ACV, sales-led, deeply integrative (typical deal size $60K–$100K/year)
Role & Duration
Fractional Revenue Architect | 8-week deep engagement
The challenge
This logistics tech startup had built an exceptionally strong platform — but after Series A, growth stalled. Despite investor optimism, the pipeline had gone soft. The core issues:
- Heavy outbound motion was burning out SDRs with minimal conversion
- Demo-to-close ratio was under 8%, largely due to misaligned prospects
- Inbound leads were plentiful, but not operationally qualified
- Their value story was buried in jargon and features no one cared about
What they had was a technically impressive solution.
What they lacked was a system that turned real buyer pain into consistent revenue traction.
Previous GTM efforts had been led by a brand-focused agency and a junior marketing hire. The result? Lots of noise — almost no signal. No CRO. No unified growth engine. No clarity on why deals were stalling.
Strategic & operational approach
This wasn’t a “new campaign” problem. This was a misaligned revenue engine built on faulty assumptions.
Here’s what I rebuilt:
GTM rearchitecture
- Ran deal post-mortems and buyer interviews to map real vs. perceived friction
- Repositioned product not as “workflow automation” but as operational risk removal — a language ops buyers actually respond to
- Installed a monetization wedge: a low-lift “Visibility Audit” offer that converted high-intent buyers without full platform sell-in
Lead engine overhaul
- Shifted from persona-based outbound to trigger-based workflows (e.g., RFP releases, port disruptions, hiring surges)
- Built a signal-based CRM structure in HubSpot to surface true purchase intent and suppress empty interest
- Designed 3 sales plays for top ICPs: 3PLs, retail ops leads, and global freight directors — each with tailored objection handling
Sales enablement infrastructure
- Created a 1-page win-path for reps (customized by vertical) to cut time-to-close
- Automated the warm-up cycle for inbound SQLs — so reps only entered after buyer was primed
- Rewrote demo scripts to sell the problem, not the platform
Results & business impact
In just 60 days:
- $1.2M in net-new pipeline created from mid-market logistics and supply chain leads
- Sales cycle dropped from 61 days → 36 days, especially in mid-ticket ($50K–$75K) bands
- SQL quality improved by 3.4x, due to better qualification logic and GTM clarity
- Demo-to-close rate improved from 8% to 27% — without hiring more reps
- Reps reported “the first time we’ve actually had tools that help us close, not just chase”
This wasn’t a growth spurt. It was the installation of a repeatable, scalable revenue framework.
Why partnering with me was the growth multiplier
This team didn’t need another demand gen agency.
They needed someone who could see through the fog and build a GTM system that actually performed inside the reality of logistics SaaS:
- Long cycles
- Risk-averse buyers
- Real-world integrations
- Operational gatekeepers
That’s what I do.
- I turn complex, technical SaaS into revenue systems designed for real buyers
- I work from inside your sales and ops realities — not from a strategy doc on the sidelines
- I build infrastructure, not fluff — the kind that feeds pipeline, aligns teams, and keeps investors off your back
If you’re leading a technical SaaS company and your GTM feels disconnected from revenue — I fix that.
Whether you’re sitting on a brilliant product or chasing sales that should’ve closed weeks ago… I’ll build the system that brings it home.