Case Studies
Real-World Results Across SaaS, Technology, and Service Organizations
These case studies represent a mix of consulting engagements and high-impact work across prior roles in SaaS, technology, and service organizations. Each example illustrates the strategies, processes, and execution frameworks that have shaped our consulting approach to helping companies grow.
Case Study 1: Doubling Pipeline for a Tech Startup Through ICP Alignment & SDR Optimization
Industry: SaaS / Tech Startup
Company Size: Early Stage
Engagement Type: Sales Process & Messaging Optimization
Challenge
A fast-growing startup was generating high outbound activity across both SDR and AE teams, but struggled to convert that effort into meaningful, high‑quality pipeline. Both roles were operating without clear ICP criteria, consistent value messaging, or a unified qualification process. Additionally, SDR–AE handoff expectations, discovery depth, and shared pipeline metrics were not aligned, resulting in breakdowns in progression and inconsistent deal velocity.
Approach
- Audited current ICP, outreach patterns, and lead quality.
- Developed persona-based value messaging and simplified talk tracks for SDRs and AEs.
- Implemented structured call blocking to increase quality conversations.
- Trained SDRs and AEs on qualification, handoff alignment, discovery discipline, and objection handling.
- Built full-funnel workflows to ensure AE follow-up consistency and pipeline progression.
Results
- 2× increase in qualified pipeline within one quarter.
- 21% improvement in close rate, driven by better-fit opportunities.
- Improved SDR → AE handoff quality, reducing leakage and accelerating deal progression.
- Developed comprehensive role-specific playbooks for SDR and AE roles.
- Created scalable full-funnel outreach workflows still in use today.
Case Study 2: Building a Revenue Tech Stack for a Custom Software Development Firm
Industry: Custom Software & Development
Company Size: Early Stage
Engagement Type: Revenue Operations & GTM Infrastructure
Challenge
A founder-led sales team relied on developer tools and manual processes to manage deals. The lack of sales/revenue systems created bottlenecks, visibility issues, and inconsistent follow-up.
Approach
- Implemented a complete revenue tech stack, including CRM, automation, sequencing, and reporting tools.
- Rebuilt the sales process, lead routing, opportunity stages, and forecasting cadence.
- Created templates, dashboards, workflows, and a standardized buyer journey.
- Trained the founder-led team on pipeline discipline and modern sales operations.
Results
- Full modernization of revenue operations, replacing manual workflows.
- Improved forecasting accuracy and pipeline visibility.
- Team transitioned from founder-only selling to a scalable, repeatable sales motion.
- Created a comprehensive sales and marketing roadmap for scalable growth.
Case Study 3: Reducing Churn & Increasing Expansion for a MarTech SaaS Company
Industry: Marketing Technology (MarTech) SaaS
Company Size: Mid Market SaaS
Engagement Type: Customer Success & Expansion Strategy
Challenge
The company experienced higher-than-target churn and underperformance on expansion goals. Post-sales engagement often relied on single-threaded relationships without structured touchpoints that foster a proactive renewal strategy.
Approach
- Redesigned the post-sales process to require multi-threading across all accounts.
- Built a cadence-based customer success framework (value reviews, QBRs, renewal checkpoints).
- Implemented account health scoring to identify early churn risks.
- Introduced expansion plays tied to usage and outcomes.
Results
- Reduced churn across priority customer segments.
- Increased expansion pipeline, driven by structured engagement and stronger executive relationships.
- Improved customer satisfaction and renewal predictability.
How These Case Studies Reflect My Consulting Approach
Across all examples, the same principles drive results:
- Understand the root problem quickly.
- Simplify processes and messaging.
- Build repeatable systems that teams can execute consistently.
- Align people, processes, and technology to unlock predictable growth.
Reach out now to discuss how similar strategies could help your organization grow.