Client Overview:
- SaaS Vertical: Workflow automation for remote engineering teams
- Stage: Post-PMF, approaching Series B ($7.8M ARR)
- Geography: Global footprint, expanding US enterprise accounts
- Product Complexity: Hybrid motion — PLG entry with enterprise upsell; average deal size $15K–$120K
Role & Duration:
Growth System Designer — Embedded 2.5 days/week across a 10-week engagement
The Challenge
The product had strong bottom-up traction — sign-ups were steady, usage was healthy — but enterprise conversions were stalling. The team was stuck in the “PLG middle”:
- Free users weren’t converting to paid fast enough
- High-intent accounts slipped through the cracks
- Sales didn’t have clarity on where to focus
Despite a growing user base, revenue growth was inconsistent. The VP Sales was hiring aggressively to “fix the problem,” while Marketing was iterating on MQLs that didn’t match actual buying signals.
Why the old playbook failed:
- The product’s PLG engine brought in usage, not revenue
- SDRs were chasing usage spikes instead of real intent
- Marketing automation was disconnected from sales readiness
- Data lived in five tools, none talking to each other
They didn’t need more volume — they needed a system that could isolate revenue opportunity and compress time-to-close.
Strategic & Operational Approach
Diagnose the fracture between product usage and sales readiness
I ran a full GTM diagnostic — from CRM hygiene to attribution flows to win-loss interviews. It was clear the company lacked a revenue architecture that aligned their PLG inputs with their sales-led outputs.
Design a monetization wedge that accelerated enterprise conversion
I introduced a “usage-to-impact” trigger framework — a behavioral threshold that identified when a free user crossed into “buying window” territory. This gave sales a narrow lane of high-likelihood accounts.
Build a conversion system with clarity and signal
- Defined 3 usage-based qualification tiers mapped to pipeline stages
- Installed a lightweight RevOps layer to track product usage inside HubSpot without ripping out the stack
- Created event-led campaigns tied to usage spikes (e.g., team milestones, integrations activated)
- Scoped sales plays for each tier — what to say, when to say it, and how to move the deal
Integrate the GTM team around a single scorecard
No more chasing vanity metrics. The only numbers that mattered:
- PQL → SAL conversion
- Time-to-deal from usage trigger
- Net-new ARR per cohort
I built this into a single dashboard synced with weekly GTM standups — aligning Sales, Growth, and Product on one motion.
Results & Business Impact
Within 10 weeks:
- Doubled sales velocity (avg. cycle dropped from 46 days → 23 days)
- 42% improvement in PQL-to-close rate
- $600K in net-new ARR unlocked from previously dormant usage accounts
- Reduced CAC by 38% by reallocating SDR headcount to RevOps + enablement
- Eliminated churn risk from high-usage free accounts that weren’t being touched by sales
But the real win? Repeatability. This wasn’t a one-time campaign — it became the operating system for turning usage into revenue.
Why Partnering With Me Was the Growth Multiplier
Let’s be clear: I didn’t “optimize” campaigns. I built revenue infrastructure that actually works.
Most agencies throw demand at the wall and hope something sticks. I don’t. I operate where strategy meets ops — and I don’t stop at the whiteboard.
If your GTM lives in disconnected dashboards, if your PLG motion is producing noise instead of pipeline, or if your sales team is burning cycles chasing weak leads — I fix that.
I don’t bring playbooks. I build systems tailored to your product readiness, market motion, and business stage.
And I build them to scale — with or without you in the room.
Ready to turn growth chaos into a system that performs?
Let’s talk.