Sales systems for IT and SaaS — built, installed,
handed over
Four services that connect into one system: strategy, account growth, operations, outbound. Most companies don't need all four. They need the one where revenue is actually leaking, and that's rarely the one they suspect.
20+ yrs in B2B sales for IT/SaaS · Operators, not consultants · Strategy + infrastructure in one team
FIND THE LEAK
Four services, because there are four places it breaks
Revenue problems look identical from the outside - the number is short. Underneath they're four different failures, and each needs a different fix. Hire SDRs when the problem is your ICP and you've scaled the wrong motion. Buy a CRM when reps each sell their own way and you've digitised the chaos.
WHAT WE BUILD
Four pillars. One sales system
We're not a single-service shop. We design the strategy, install the infrastructure, ramp the people, and stay accountable to the number. Each pillar stands alone - but they're built to connect.
Start here if your team executes hard and revenue still won’t behave.
You don’t have a sales strategy – you have a pile of tactics. We install the three-level framework: who you sell to, how you win, how you execute. ICP with a scored FIT model, funnel math worked backwards from the revenue target, and quota that comes from the model instead of last year plus 20%.
Scored ICP + Account Tier Matrix · Revenue Generation Plan · acquisition model and funnel math · positioning and comp plan · review triggers.
Start here if outreach volume is up and replies are near zero.
The spray-and-pray era is over – buyers stopped reading generic email years ago. What works now is signal-driven: trigger events, enriched data, real personalisation at scale, and deliverability that actually lands. GTM engineers build it in Clay, HeyReach and your CRM – qualified pipeline without the SDR headcount tax.
Signal and trigger map · Clay enrichment workflows · warmed sending infrastructure · LinkedIn + email sequences · reply handling routed into CRM.
Start here if the strategy is fine on paper and nothing survives contact with the team.
Two functions, one job: ops makes the machine efficient, enablement makes the reps effective. Without both, a good strategy dies in a CRM nobody updates and an onboarding doc nobody read. We install the pipeline discipline, the forecast rhythm, the playbook and the ramp programme – then hand ownership to your team.
Clean CRM and pipeline stages · forecast cadence with real coverage math · sales playbook · onboarding and ramp programme · tech stack rationalisation.
Start here if you’re winning new logos and quietly losing the base.
Median SaaS NRR sits around 104%. The companies trading at several times the multiple are at 120%+. That spread isn’t a customer-success problem – it’s a missing sales motion. We build expansion as a deliberate motion with owners, playbooks and early-warning data, not as something AMs do when they have spare time.
AM org design and comp · expansion playbooks · QBR framework · health scoring model · churn early-warning dashboards.
Strategy defines the target
ICP, motion, pricing, funnel math. Everything downstream inherits these assumptions – including the bad ones.
RevOps makes it measurable
A strategy you can’t instrument is an opinion. Clean stages and a forecast rhythm turn it into a system.
Outbound fills the top
Automation amplifies whatever process exists, including a broken one. Point it at a validated ICP and it compounds; point it at a guess and it scales the guess.
Account management compounds the base
Found → won → retained → expanded. Skip the last step and you’re filling a leaky bucket faster.
HOW THEY FIT TOGETHER
The order matters more than the effort
You can buy these separately. Run them out of order and they cancel each other out.
"Most companies optimise execution when the leak is in targeting. The audit exists to stop you spending a quarter on the wrong layer."
Serg Panasenko · Founder, Sales Planet
TWO MARKETS, TWO PLAYBOOKS
The diagnosis is industry-specific
Selling SaaS isn't selling outsourcing. Same four services, different sequence, different benchmarks.
The market repriced the model
Public IT services multiples went back years, and the old motion – cold email, Upwork, “we have great devs” – isn’t coming back. Positioning and differentiation now carry more weight than outreach volume.
See the data →NRR is the new ARR
A double-digit NRR spread maps to a multiple-times difference in valuation. Below 110% you’re running on a treadmill – which usually puts retention and expansion ahead of new-logo acquisition in priority.
See the math →DXC Technology · KPMG · Creatio · Case IH · Reply.io · SPD Technology · Intellectsoft · PandaDoc · SoftServe · Hyundai
ALUMNI OF
WHY US
Sales pros first. GTM engineers by design
Most firms are one or the other - strategists who hand you a deck, or automation shops that spin up tools nobody owns. You get both, plus people trained to run it after we leave.
Sales pros first. GTM engineers by design
Most firms are one or the other - strategists who hand you a deck, or automation shops that spin up tools nobody owns. You get both, plus people trained to run it after we leave.
Built for IT services and SaaS
Not generic sales consulting. We know the NRR benchmarks, why outsourcing motions broke, and which AI tooling actually moves pipeline.
Strategy plus execution
Sales pros design it, GTM engineers build it, your team owns it. No decks abandoned on a shared drive.
HOW WE ENGAGE
Five ways to work with us
Most clients start with the Sales Audit - the lowest-friction way to know what's broken before committing to anything bigger.
COMMON QUESTIONS
Before you pick a service
Which service do we need first?
The audit is how 95% of our clients enter. 4 weeks, written report, no obligation to continue. You walk away knowing exactly where your sales system is losing money - and what to fix first.
Can we buy just one service?
Yes, and many clients do - a Clay build, a CRM rebuild, an ICP redefinition. We'll tell you upfront if a single service won't hold on its own. Outbound built on an unvalidated ICP is the most common example: it works mechanically and produces nothing.
Do you replace our sales team or work with it?
Work with it. We design the system and install the infrastructure, then train your people to own and run it. Fractional leadership is available on retainer, but the goal is always a team that operates without us.
How is this different from a sales agency or SDR outsourcing?
An agency runs the motion for you and owns the knowledge - when the contract ends, so does the capability. We build the system inside your company, document it, and hand it over. Different economics, different exit.
Do you work with companies outside IT and SaaS?
Rarely. The frameworks are portable, but the value is in the specifics - NRR benchmarks, outsourcing buyer behaviour, which tools work in a technical sale. In a market we don't know, we'd be a generic consultancy, and there are plenty of those.
How long before we see results?
Foundational changes: ICP, motion, pricing, territories - typically show in pipeline quality within a quarter and in closed revenue over two to three. Ops and enablement fixes show faster; strategy changes are gated by your sales cycle length.
Not sure where the leak is? Start with the audit
Four weeks, a written report, no obligation to continue. You walk away knowing exactly where your sales system loses money, and what to fix first.
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