Client Overview
- SaaS vertical: Procurement automation for mid-market supply chain teams
- Stage: Series A — early PMF with recent enterprise interest
- Geography: US-based with early EU expansion ambitions
- Product complexity: Sales-led with light PLG motion in freemium tier
Role & Duration
Fractional GTM Architect | 3-month engagement (with RevOps advisory extension into Q2)
The challenge
The founders were hitting their ceiling.
Despite strong traffic from organic SEO and a content-heavy inbound engine, the pipeline was stagnating. Lead quality was inconsistent, and most SQLs were underqualified or landed well outside the product’s ideal buying group. Sales cycles dragged on — averaging 58 days for a $12K ACV — and conversion from demo to closed-won hovered around a painful 11%.
The team had tried patching the problem: new ad agency, retargeting flows, demo-to-trial nudges, and even a costly attribution platform. None of it stuck.
The core issue? The GTM was operating on assumptions baked at pre-PMF stage — while the ICP, market readiness, and sales reality had already evolved.
They weren’t short on tactics. They were short on alignment.
Strategic & operational approach
The mandate was simple: build a scalable acquisition system that didn’t rely on heroic outbound or founder firepower.
Diagnose the buying gap:
I started by running a friction audit across marketing ops, sales workflows, and CRM data. What became clear fast:
- MQL criteria were optimized for clicks, not revenue potential
- The sales team was spending 40% of its week qualifying leads that never had budget or technical readiness
- Messaging leaned too heavily on features and not enough on use-case clarity or business value
In short, the GTM was optimized for content downloads — not conversion.
Realign to real buyers:
I rebuilt the ICP around three clear buying triggers, based not on job titles or firmographics, but internal change events — new procurement head hired, ERP migration scheduled, or failed spreadsheet workflows flagged in job postings.
That informed a new offer layer — a “Procurement Chaos Assessment” that spoke directly to pain signals buyers actually cared about, not just a demo invite. It qualified faster and moved deals to discovery within 48 hours.
Build the engine, not the noise
I then designed a lean, modular GTM system:
- Hybrid inbound-outbound workflow powered by first-party intent data and internal Slack signals
- CRM refactor to map buying stages more accurately and reduce false positives from MQL scoring
- Sales enablement hub with 4 key assets — a before/after cost calculator, battlecards tied to key objections, and custom 2-slide industry decks
- Dashboarding clarity with three metrics that mattered: demo-to-discovery conversion, pipeline velocity by ICP tier, and forecast accuracy by channel
Most importantly, everything ran inside the team’s constraints:
A small RevOps team, SDRs split across other functions, and a founder still involved in 30% of deals. We didn’t duct-tape tools. We simplified them.
Results & business impact
The revenue engine didn’t just work — it performed with precision:
- SQL volume tripled in 90 days, all from qualified ICP accounts
- Demo-to-close rate improved from 11% → 26%, with no net increase in demo count
- Sales cycle compressed from 58 days to 29 days for mid-market deals
- $612K in net-new ARR generated within the first quarter
- Lead scoring accuracy jumped 4.7x, cutting wasted SDR time by half
- Zero new hires or software licenses required
Even more critical: the system kept running after I left.
It was designed not as a temporary boost — but as infrastructure for repeatable, efficient growth.
Why partnering with me was the growth multiplier
I don’t run paid campaigns or write fluffy strategy decks. I build systems that make revenue performance inevitable.
This SaaS team didn’t need more noise — they needed architecture that matched their growth stage, product reality, and buyer behavior. That’s what I build.
I work where most agencies break:
- When the CRM is a mess
- When the SDR team is stretched thin
- When founders are still on sales calls but need to get out
- When your MarTech stack is built like a Rube Goldberg machine
My edge isn’t hacks — it’s clarity. I cut through the clutter, identify the friction points you’ve normalized, and build GTM machines that work in your world.
If you want a system that feeds your pipeline with qualified leads, simplifies your GTM, and scales with your product evolution — I build that.
Let’s make your growth make sense again.