Case Study
Case Study 1: From £8K Deals to a £130M Valuation
When we started working with this SaaS company, their GTM team was just three people — one in marketing, one in partnerships, and one in inside sales. They had 80 customers, an average deal size of £8K, and more than 70 different use-case variations. Sales felt random, unfocused, and hard to scale.
Our Approach
Defined the ICP: Through workshops, we narrowed 70+ use cases into a single, focused Ideal Customer Profile (ICP).
Shifted to SaaS Solution Selling: We introduced MEDDIC and enterprise SaaS sales methods, coaching the team to win larger, strategic deals.
Built Team Capability: Promoted from within, moving post-sales talent into technical pre-sales roles. Expanded GTM through enablement, playbooks, and coaching.
Scaled Functions: Established customer success, partner, inside sales, and marketing functions — transforming isolated sellers into a scalable GTM engine.
The Results (over 2.5 years)
Deal Size: Increased from £8K to £1M+
Churn: Reduced to just 5%
Team Growth: GTM team scaled from 3 to 53 hires
Geographic Expansion: Safely expanded into Europe and North America with a repeatable “cookie-cutter” GTM model
Fundraising: Successfully raised a $50M Series B, with valuation growing from $30M post-money at Series A to £130M
The Transformation
By stepping out of day-to-day sales, the founder enabled their team to drive repeatable, scalable growth. What started as small, tactical deals became a predictable revenue engine — powering investor confidence, international expansion, and long-term enterprise value.
Case Study 2: Turning Around Underperformance & Scaling to $30M
When we engaged with this US-based enterprise cloud company, they had expanded into EMEA too early. The business was spread too thin, partners weren’t performing, and revenue targets were consistently missed. To make matters worse, the previous VP of Sales had left, leaving the region without clear leadership or direction.
The Problem
Over-Expansion: EMEA growth stretched across too many countries too soon, without enough focus.
Partner Strain: Channel partners weren’t delivering pipeline or revenue.
Revenue Misses: Targets were consistently missed, with little predictability.
Leadership Gap: The departure of the VP of Sales left the team without guidance or strategy.
Our Approach
Focused Market Strategy: Refined the go-to-market approach, concentrating resources on high-potential regions and accounts.
Direct Touch Model: Introduced a direct sales motion to win against large incumbents like DELL and HP, while competing head-to-head with disruptive startups such as Pure Storage and Nimble.
Channel Rebuild: Reset the partner strategy into a multi-tier model, driving ~150 deal registrations per quarter.
Team Build-Out: Grew the GTM team from 17 to 60, covering sales, presales, marketing, inside sales, and channel.
Enterprise Selling: Coached and led the team into seven-figure enterprise SaaS and infrastructure deals, embedding predictable processes.
The Results (over 2.5 years)
Revenue Growth: From $3M to $30M in EMEA
Team Scale: GTM headcount increased from 17 to 60 across sales, presales, marketing, inside sales, and channel
Enterprise Wins: Secured seven-figure contracts with Volvo, ARM, BBC, BAE Systems, Cambridge Assessment, Alfa Laval, and others
Industry Recognition: Multiple awards including Virtualisation Product of the Year and Hybrid Appliance of the Year (Storage Awards), and Channel Excellence Award
The Transformation
By refocusing GTM strategy, rebuilding the partner model, and embedding a scalable direct-touch sales process, the company turned EMEA from an underperforming region into a $30M growth engine. This momentum played a pivotal role in building credibility ahead of the company’s IPO.
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