B2B SaaS
Closed fewer deals. Revenue nearly tripled.
After years of stalled growth, a clearer ICP and stronger positioning transformed revenue and close rates.
Revenue
Inbound
Engagement length
Close rate
The problem
Anna had been running her B2B SaaS for four years. Revenue plateaued at $1.2M for two of them. She had tried every growth coach, paid-ads agency, and lead-gen tactic on the market. None of it moved the number.
By the time we started, she was working 70-hour weeks, closing 12% of demos, and convinced she just needed more leads.
The real bottleneck
The diagnostic took two weeks. The pattern was unmistakable: Anna's offer was built for three different buyer types, priced for none of them. Her sales calls felt like negotiations because the value was unclear to the buyer before the call even started.
Not a lead problem. A positioning problem dressed up as one.
The hardest part was admitting we'd been selling the wrong thing to the wrong people for two years.
What we changed
Doubled the entry price from $1,200/mo to $2,400/mo in month three
Cut the offer from 3 tiers to 1, removed all customization
Rewrote sales scripts around outcomes, not features
Installed a weekly metrics review with the leadership team
The outcome
Revenue moved from $1.2M to $4.6M over nine months. Close rate went from 12% to 24%, with half the demos. Anna stopped working weekends in month four.
She renewed for a second engagement in 2024 and is now in the Inner Circle.
