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.

Case Study 3: MODX

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 2028 Goal - Ryan CEO

  • ‘Working on the business, not in the business’

  • Move the top line revenue to bottom line profit.

  • 25% of founder/CEO time spent on sales activity

  • Scale the business and not reply on the Founder

  • Founder needed to get time back for Strategic initiatives

The Challenge

  • Relied heavily on organic inbound (Zendesk pipeline)

  • Insufficient Pipeline to support growth / expansion

  • Sales process required multiple agents + operations touchpoints

  • Inefficient, fragmented workflow with too many handoffs

  • No scalable outbound system in place

  • Inconsistency sales process & follow-up

Impact

  • 2,000 invites → 23 attendees → calls booked

  • 2nd Webinar → 57 attendees → calls booked

  • First results within ~2 months

  • 40% founder time saved (2 days per week)

  • Eliminated need for junior hire

  • Shift from inbound-only → scalable outbound engine

The RCG Webinar Process

  • Strategy

    • Clear ICP + validated messaging

    • Define Target Market

  • Technology

    • Contact List

    • Set-Up Zoom and Other Tool Licenses

    • CRM

  • Webinar Deck Build

    • Copywriting

    • Build Deck

  • Automated Invitation and Reporting

    • Implemented scalable outbound (webinar-led GTM)

    • Streamlined, hands-off outreach process

"Working with RCG has been an awesome experience. We were able to pick a scalable GTM motion and start executing immediately. The results after our first campaign far exceeded my expectations and I look forward to continuingly refining and scaling future ones." -Ryan, MODX CEO

+44 7774 426027 / +44 7360 543837

London, United Kingdom

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