Client:
Easol
When:
Q1 - Q2 2024
Stage:
Series A
Role:
Fractional
During the time we collaborated, Easol was a Series-A funded and YC graduate SaaS startup with a goal to expand their go-to-market operation into the US from Europe
During the time we collaborated, Easol was a Series-A funded and YC graduate SaaS startup with a goal to expand their go-to-market operation into the US from Europe
SITUATION
With 40% of revenue coming from North America, from only a small fragmented team in the US, the startup's leadership team decided to focus the next two quarters on building a growth machine state-side. They needed someone who could adapt their go-to-market playbook to the US and lay the foundation for a growing operation.
With 40% of revenue coming from North America, from only a small fragmented team in the US, the startup's leadership team decided to focus the next two quarters on building a growth machine state-side. They needed someone who could adapt their go-to-market playbook to the US and lay the foundation for a growing operation.
APPROACH
After internal discovery and a strategy sprint, the leadership team signed off on a series of projects designed to more clearly defined their market segments, prioritize the pipeline, personalize outbound tactics, equip and enable the sales team with new strategies and tactics, adapt messaging for the target region, and produce more buyer enablement resources.
After internal discovery and a strategy sprint, the leadership team signed off on a series of projects designed to more clearly defined their market segments, prioritize the pipeline, personalize outbound tactics, equip and enable the sales team with new strategies and tactics, adapt messaging for the target region, and produce more buyer enablement resources.
OUTCOMES
• Segmentation and prioritization framework enabled the sales team to discontinue a spray and pray strategy and instead focus on a more targeted list of accounts
• A new personalization framework for outbound emails doubled the response rate from 4% to 8%
• Changes to the CRM workflow and a new discovery playbook led to a dramatic improvement in seller behaviors
• Infusion of impact-focused questions and selling points enhanced the first and second call pitch driving more accurate qualification and an increase in stage conversion rate by 20%
• Eight new thought leadership content pieces led to increased engagement from buyers throughout the sales cycle
• Segmentation and prioritization framework enabled the sales team to discontinue a spray and pray strategy and instead focus on a more targeted list of accounts
• A new personalization framework for outbound emails doubled the response rate from 4% to 8%
• Changes to the CRM workflow and a new discovery playbook led to a dramatic improvement in seller behaviors
• Infusion of impact-focused questions and selling points enhanced the first and second call pitch driving more accurate qualification and an increase in stage conversion rate by 20%
• Eight new thought leadership content pieces led to increased engagement from buyers throughout the sales cycle
CONNECT
Let’s get you to the next milestone
Get in touch
© 2024 Howard & Agnes, LLC
CONNECT
Let’s get you to the next milestone
Get in touch
© 2024 Howard & Agnes, LLC