Building a go-to-market motion
from zero

There was no defined ideal customer profile and no account-based targeting model, so early outreach went wide instead of at the accounts most likely to convert. There was no GTM tech stack in place — prospecting, enrichment, and outbound were handled manually and inconsistently.

Demos that did get booked had no structured qualification or conversion process behind them, so close rates depended entirely on who happened to be on the call. Post-sale, there was no plan for expansion or retention, which meant early churn risk was invisible until it showed up in the numbers.

We defined the ICP and built an account-based targeting model around buyer role, company stage, and technographic fit, then stood up the GTM tech stack end to end: CRM, enrichment, outbound sequencing, and demo scheduling, all built to scale with the company rather than get replaced in a year.

We built a qualification framework and conversion process to turn booked demos into signed contracts consistently, and a post-sale motion that tracked usage and engagement signals to flag expansion opportunities and churn risk before either became a surprise.

The company closed 24 new logos and grew from $0 to $250K in ARR within 12 months. Average contract value landed at roughly $10,500, with a demo-to-close conversion rate of 28%, once the qualification process was in place.

Net revenue retention held at 108% through the first year, driven by the expansion signals built into the post-sale motion, with churn under 5% across the customer base. By month six, the team was booking a consistent 35–40 qualified meetings a quarter from a standing start of zero.