Client Overview:
- SaaS Vertical: ESG compliance and reporting for enterprise supply chains
- Stage: Early enterprise traction, pre-Series B ($3.4M ARR)
- Geography: Primarily EMEA with recent US entry
- Product Complexity: Sales-led motion with high configurability and multiple use cases (Ops, Legal, ESG teams)
Role & Duration:
Interim Revenue Systems Architect — Embedded 3 days/week over a 12-week sprint
The Challenge
This team didn’t have a product problem — they had a positioning and conversion problem.
The platform was technically impressive and packed with features, but that breadth came at a cost:
- Buyers didn’t know what problem it solved first
- Sales cycles dragged — multiple stakeholders, unclear pain, endless demos
- Marketing was running persona-based campaigns that led to demo requests but not decisions
In short: complex product + ambiguous GTM = friction-filled pipeline.
They’d tried fixes before — a rebrand, hiring a VP Sales, launching ABM campaigns — but none of it addressed the core issue: revenue motion wasn’t aligned to how buyers actually buy.
Strategic & Operational Approach
Shift from “everything platform” to “wedge-first GTM”
We ran buyer journey interviews and mapped the friction: the platform was solving too many problems too early. We flipped the model by focusing the GTM around a singular wedge — audit readiness for EU supply chain regulations.
This allowed the company to:
- Focus messaging on urgent, budgeted pain
- Shorten time-to-value perception
- Create urgency for initial adoption, then land-and-expand
Architect a precision pipeline — not a volume funnel
I designed a deal-path framework based on three ICP layers:
- Audit-exposed enterprises
- Operational teams tasked with ESG
- Compliance units with budget but no roadmap
Then, we built an intent-triggered lead qualification flow combining:
- Industry signals (e.g. regulation deadlines)
- Website behavior tied to regulatory content
- SDR outreach sequences customized by trigger, not persona
Build enablement that sells the outcome, not the platform
Sales were drowning in generic decks and demo fatigue. I built a sales asset library that followed the wedge narrative:
- Problem → urgency → regulatory mandate → solution
- Mapped buyer objections to content pieces (one-pagers, ROI proof, deadline calculators)
- Created a “compliance pack” to accelerate legal and procurement review
We also rebuilt their CRM pipeline stages to reflect buying behavior — not internal assumptions — and tied every stage to defined sales actions.
Results & Business Impact
Within 12 weeks:
- Lead-to-close rate jumped by 55% (from 14% → 31%)
- Sales cycle reduced from 72 days → 36 days
- Demo-to-decision rate increased by 70%
- $420K in pipeline closed in one quarter, from wedge-first deals
- Sales team efficiency doubled — reps spent 2x more time in qualified convos vs pre-rev work
But most importantly, this was a shift from chaos to clarity — the entire GTM team began operating around a shared motion. No more bloated funnels. No more misaligned campaigns. Just one motion, one outcome, one system.
Why Partnering With Me Was the Growth Multiplier
I wasn’t hired to fix copy. I was hired to install a system that sells real business outcomes.
I don’t throw more SDRs at the problem. I don’t duct-tape another tool to your stack. I get inside your business — messy CRM, feature-bloated product, confused GTM — and build a pipeline machine that actually closes.
If your product is too complex to sell quickly, if your team is selling features instead of traction, or if you’re leaking deals because your buyer doesn’t know what to say “yes” to — I fix that.
I align your GTM motion to one thing: how your best buyers buy.
That’s how I build revenue engines that scale.
You don’t need more tools. You need a system that converts. Let’s build it.