From plateau to 3x ARR in 18 months
A B2B SaaS company had strong product-market fit but was stuck at $1.2M ARR. Their sales motion was misaligned with how buyers actually made decisions, and their ICP was too broad to close efficiently.
The Challenge
Revenue had flatlined for 11 months. CAC was climbing. The team was running hard but not moving forward.
Our Approach
Rebuilt their ICP from first principles using closed-won data. Redesigned the sales motion around the buyer's journey. Launched a self-serve product tier targeting the SMB segment they had been ignoring.
Results
- ✓ 3x ARR ($3.6M) within 18 months
- ✓ 42% reduction in sales cycle length
- ✓ Self-serve tier drove 28% of new ARR in month 12
- ✓ CAC payback period cut from 18 months to 9 months