CASE STUDY

Transition

Company

ESTABLISHED

2003

HQ

Denmark

EMPLOYEES

500+ global

INDUSTRIES

E-commerce, Web, Media

CUSTOMERS

7500+ global

SOLUTIONS

MarTech, Accessibility

ROUTE-TO-MARKET

95%+ direct sales

INVESTORS

Private equity

Challenge

The company’s platform enabled client websites to be inclusive, whilst generating insights that optimised content, traffic and revenue. The private equity backed business wanted to transition from a product to a customer-centric focus — and double its annual recurring revenue.

Solution

To deliver this, we:

Transitioned the GTM plan and product to a value-based selling model (to help customers realise a greater ROI and in turn increase the average selling price);
Delivered real-time visibility and collaboration across the business (from lead to cash); including people, process and technology (implemented Salesforce.com and Clari);
Redefined GTM strategy and segmentation model (with an aligned sales incentive plan), focusing on businesses that were between $0.5bn to $2.0bn in annual revenues;
Implemented sales enablement and methodologies (MEDDIC, BANT) to improve forecast accuracy;
Re-built the GTM team to fit with the desired growth culture.

What was achieved

Annual recurring revenue (ARR): $100m
Increase in average selling price (ASP): 52% (Q1 2022)
Hired account sales reps: 6 FTEs (24% of the team) in Q1 2022
R2Q pipeline coverage: 4.5x (2.0x advance pipeline)