Case Study: From Red to Revenue Growth

Mar 11

SITUATION

A privately-owned B2B SaaS company with a 22-year history in the telecom support sector was facing a critical inflection point. Despite having a unique solution with virtually no direct competitors, the $8M revenue business had lost momentum, fallen into the red, and stalled in its growth trajectory. The technically-brilliant founder, serving as President and owner, recognized the need for specialized expertise to revitalize the commercial engine of his 50-employee organization.

CHALLENGES

The company faced interconnected obstacles across its revenue operations:

Ineffective Sales Infrastructure: The CRM functioned merely as a contact repository rather than a strategic sales tool, with no structured pipeline management.
Value Communication Failure: Proposals lacked persuasive depth and professional presentation—even six-figure opportunities ($250K) were sometimes presented on a single page.
Underperforming Sales Team: No clear performance metrics, structured training, or accountability systems existed to drive results.
Outdated Marketing Approach: The company operated without a modern Martech stack, featured an antiquated website with no SEO strategy, and struggled with ineffective outreach and poor collateral.
Disconnected Product Development: Technical teams drove product evolution with minimal market-driven insights or input from customer-facing departments.
Insular Corporate Culture: Long-tenured employees lacked industry exposure beyond the company walls, limiting fresh perspectives and innovation.

OUR APPROACH

I implemented a comprehensive revenue operations transformation:

Sales Process Reinvention: I deployed structured methodologies and optimized the CRM for opportunity tracking, funnel management, and actionable reporting.
Proposal Transformation: I created sophisticated, value-driven proposals tailored to each prospect's specific needs and challenges.
Performance Framework: I established clear KPIs and metrics that drove accountability across sales and marketing functions.
Marketing Modernization: I introduced contemporary marketing technologies and streamlined the creation of compelling sales and marketing assets.
Cross-Functional Alignment: I facilitated collaboration between sales, product, and marketing teams, uncovering new business channels and opportunities.
Leadership Development: I provided hands-on coaching and executive guidance, nurturing a high-performance culture focused on results.

RESULTS

My fractional leadership delivered transformative outcomes:

Financial Turnaround: Within just nine months, the company returned to profitability through the strategic introduction of high-margin (82%) professional services.
Record-Breaking Growth: The second year of our engagement produced the most successful performance in the company's two-decade history—37% revenue growth and a net margin profitability of 27%.
Enhanced Sales Effectiveness: Improved processes and reporting dramatically increased pipeline visibility and conversion rates.
Market Position Elevation: Revitalized brand positioning led to securing higher-value engagements with major telecom operators.

CONCLUSION

Through targeted fractional sales leadership, revenue operations optimization, strategic guidance, and hands-on execution, I transformed this established business from financial distress to record-breaking success.

Is your business ready for similar transformation?

Schedule your complimentary consultation today to explore how I can help you achieve breakthrough revenue growth.

Greg Hull