2x Sales Conversion and $200K in New ARR: Sales Enablement That Won the Mid-Market

The challenge

GaggleAMP led the small business category, but CAC and CLTV analysis showed medium businesses were our most valuable customers. Those buyers did not see us as their first choice. At the same time, marketing was handing sales leads that did not convert, and sales was frustrated with lead quality.

What I did

• Let the data pick the target. Marketing Analytics and Data Analytics on CAC, CLTV and HubSpot CRM data, plus Customer Research, pointed to mid-market as the segment to win.

• Built a data-led story. I created the company's first State of Employee Advocacy report from 10 years of company data. Its findings became the backbone of new Messaging & Positioning across the website, sales pitches and CS decks.

• Equipped sales for mid-market deals. I built pitch decks, battle cards and one pagers that positioned GaggleAMP as the right choice for mid-tier businesses. A mid-market Content Strategy of case studies and blogs supported them online.

• Fixed the lead leak. With sales and demand gen, I redefined lead qualification and mid-funnel messaging. ABM campaigns and Marketing Automation targeted the right accounts, and KPI Tracking measured each stage of the funnel.

• Turned the Product Roadmap into sales stories. Bi-monthly alignment calls with CS fed customer feedback to product. I built narratives around upcoming features and tested them on customer calls, which opened a $250K upsell opportunity.

The results

• ~2x mid-market sales conversion and 10% more mid-market MQLs

• ~$200K in new ARR from the mid-market within one year

• 30% lift in MQL to SQL conversion within six months, and 12% more MQLs in one quarter from the report

• 12% better MQL to SAL conversion and fewer complaints about bad leads

• First G2 "Mid-Market Leader" badge for the company