OneAffiniti is an Australia-based company that manages digital marketing campaigns for the tech industry. They reached out to us several months ago, looking for support in breaking into the North American market. They had an office in Texas, which was set up to service their existing U.S. accounts.
Their goal was to land and expand into new accounts to solidify their presence and grow their revenue in the U.S. market.
They knew they needed to strategically manage multiple aspects of their expansion, which was challenging in their early stages yet essential in order to decrease their concentration risk. They had to:
Develop an understanding of the North American market dynamics, including key players
Identify prospects with the highest propensity to buy so as to optimize their sales resources and time
Rapidly reach high-level decision makers at partners and customers
Grow their pipeline while adding new sales team members
Create a business process and cadence to move sales forward, while not over-complicating the sales cycle or burdening the sales team
To top it off, they knew they needed quick wins since they wanted to secure additional funding. It was time to bring in new perspectives and expertise. That’s where we came in.
With few customer references, they were struggling to fill the funnel with high-quality prospects who trusted their expertise.
Needed to become familiar with the U.S. partner landscape, requiring a plan to scale, a new RTM strategy, and prioritization support.
Had a very small network, and low-level relationships with partners. They needed access to C-level executives.
Much of their messaging was internally-focused, so they needed to develop a stronger value proposition and strategy for covering channel economics.
Fine tuned value proposition
Reviewed depth & breadth of relationships
Analyzed partner economics, time to revenue, ROI
Determined ability to scale
Prioritized routes to market
Tested the value proposition, economics
Identified high propensity partners
Hosted bi-weekly funnel and strategy calls to identify inhibitors, next steps, close plans
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
Continued Phase 2 activities
Developed new routes, partner types, partnerships
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