Case Study: OneAffiniti
Emerging company, HQ in Australia

asif-aman-553436-unsplash.jpg

Overview: An emerging company based in Australia was struggling to enter the U.S. market.

OneAffiniti, an Australia-based company, reached out to us several months ago, looking for support in breaking into the North American market. They had one office based in Texas, set up to service their three U.S. accounts. Their goal was to land and expand, but they experienced multiple failed attempts to acquire new, U.S. customers.

Multiple attempts to acquire new, North American customers failed for several reasons.

  1. Frequent departures on the sales team due to poor results led to low employee morale

  2. Poor understanding of the North American market dynamics, including the sales cadence, cycle, and overall process

  3. Inability to reach key decision makers because of their limited North American network and close to zero customer references

  4. Flat pipeline despite skyrocketing sales costs

To top it off, Round B funding was going poorly due to the concentration risk of having just one single customer. The viability of the company was being questioned, and it was time to bring in new perspectives and expertise. That’s where we came in.

 

Challenges: What had to change?

problem 1 pipeline.png

Grow the funnel

With few customer references, they were struggling to fill the funnel with high-quality prospects who trusted their expertise.

problem 1 pipeline.png

Develop RTM Strategy

Needed to become familiar with the U.S. partner landscape, requiring a plan to scale, a new RTM strategy, and prioritization support.

problem 3 access.png

Elevate Access

Had a very small network, and low-level relationships with partners. They needed access to C-level executives.

problem 4 messaging.png

Expand Messaging

Most messaging was internally-focused, so they needed to develop a stronger value proposition and strategy for covering channel economics.

 

Solution: Developed a prioritized plan to grow revenue.

Phase 0 Build the Foundation.png

Phase 0: Build The Foundation

  • Fine tuned value proposition

  • Reviewed depth & breadth of relationships

  • Analyzed partner economics, time to revenue, ROI

  • Determined ability to scale

  • Prioritized routes to market

Phase 1 Testing.png

Phase 1: Test

  • Tested the value proposition, economics

  • Identified high propensity partners

  • Built pipeline

  • Hosted bi-weekly funnel and strategy calls to identify inhibitors, next steps, close plans

Phase 2 Launch.png

Phase 2: Launch

  • Introduced client to C-level executives

  • Back-channeled info from partners to verify status

  • Continued to build and matriculate pipeline

  • Biweekly funnel and strategy acceleration review

Phase 3: Run

  • Continued Phase 2 activities

  • Developed new routes, partner types, partnerships

 

Results: Gained Entry into U.S. Market & Accelerated Time to Revenue

Upward motion
 

After just 5 months, OneAffiniti:

  • Increased valuation 3x

  • Secured C-level / EVP meetings with nine F500 companies

  • Increased pipeline 6x

  • The CEO is now ready to secure growth equity

 

“GA’s knowledge of the industry and their ability to offer new and fresh ideas has been invaluable to our growth strategy.”

Joel Montgomery, CEO

 
 

Ready to discover what Gilroy Associates can do for your business?