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.
Frequent departures on the sales team due to poor results led to low employee morale
Poor understanding of the North American market dynamics, including the sales cadence, cycle, and overall process
Inability to reach key decision makers because of their limited North American network and close to zero customer references
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.
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.
Most 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