The Outcome
The portfolio company evaluation increased because we helped the CEO successfully develop and execute the transformation strategy. They did this through collaboration with their Centrae GTM Advisor and effective utilization of the platform. The management team delivered exceptional results in just the first 5 months as a result of clear direction from the Centrae system and total alignment on the plan.
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Sales increased by 25% in the first 5 months.
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Bookings increased by 51% in the first 5 months.
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Win rate went from 21% to 44% in 18 months.
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MQLs went from 2,874 per month to 3,873 in 18 months (a 35% increase).
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SQLs went from 401 per month to 543 in 18 months (a 35% increase).
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30% YOY revenue growth, becoming the highest value creation portco not only within the microcap fund but across the firm’s entire portfolio of 100+ companies.
The Challenge
A provider of AI-powered remote video surveillance faced several challenges that hindered its growth and expansion. The management team leveraged the Centrae framework to first conduct an assessment, where we derived a go-to-market (GTM) readiness score of 16 out of 100 and uncovered three critical gaps that needed to be bridged to enable growth:
- Partners weren’t selling their solution.
- High key-customer churn.
- Low win-rates.
We collaborated with the CEO and management team to prioritize the plan to address the gaps uncovered by the assessment that would have the biggest impact on immediate revenue growth.
The Plan
The Centrae GTM advisor presented the assessment results back to the management team and our client, the private equity firm, with recommendations to achieve the 100-day plan. With a clear roadmap and customized learning path, the portfolio company’s newly appointed CEO leveraged Centrae’s workshops in the platform to enable the leadership team to execute.
Based on their 3 biggest challenges, the GTM Advisor guided the management team through the following 3 workshops first:
- Channel Strategy
- Buyer Process Mapping
- Prospecting
The CEO also utilized the Centrae system to execute:
- Agency Management
- Strategic Brand Direction
- Deal Desk Execution
Over the next 6 quarters, the portfolio company completed 25 of Centrae’s 41 workshops.
Execution
The CEO leveraged Centrae to quickly identify and execute on key gaps and hold key account managers accountable.
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Channel Strategy
Expanded sales reach to regions without a direct presence by creating a channel program that would allow them to sell through partner organizations. Built out Fixed and Channel capabilities, including backfilling an underperforming manager, setting performance metrics, and upgrading poor-performing territory managers.
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Key Account Strategy
Built an enterprise team to strategically partner with major accounts and gain the first right of refusal and preferred partner agreements. Developed a template and framework to hold territory managers accountable for performance.
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Upgraded Talent
Filled gaps in open territories by creating job descriptions, refining the hiring process, and having weekly calls with a recruiting agency. During the assessment process, the leadership team found that the current sales leader was not capable of executing large, strategic initiatives.
Consequently, the leader was let go, and the company partnered with one of our Toolkit Partners to conduct a search and fill the key position.
“The Centrae GTM framework was essential to defining the marketing and sales funnel for our business. The framework helped us establish the core strategies for demand generation, including the progression of potential customers from suspects to MCL, MQL, SALs, and SQLs. This enabled us to align the opportunity management process with the buyer’s journey and tie everything together.
The reporting and other tools provided the leading and trailing indicators, which give us visibility into the specific aspects of the business. The Centrae process has helped us have a solid driving Northstar for the organization, which has made life easier.”
– Portfolio Company CEO
Summary
The CEO leveraged the customized learning map and clear path we created. Centrae collaborated with the management team and conducted the workshops to execute the plan. The plan was then delivered through weekly cadences with sales and marketing. As a result, the company increased their valuation by 762% in 3.5 years, validated by an independent authority.
Schedule your free consultation to explore the Centrae Experience for GTM today.
