CUSTOMER STORIES
From founder-led sales to a repeatable commercial model
How a PE-backed cybersecurity business professionalised its sales operation, supported live strategic deals and created a more credible model for investor scrutiny
176%
Revenue growth in first 3 years
176%
Revenue growth in first 3 years
176%
Revenue growth in first 3 years
176%
Revenue growth in first 3 years
Building a world-class MBA with celebrity instructors
A disconnected experience undermining a premium brand
Bringing courses, community, and mobile together on Circle
A learning experience that feels like a real institution
context
The business had a credible proposition, a good customer base and successful repeat business, but growth was still too dependent on the CEO.
Sales momentum sat too close to the founder. If the CEO was not directly involved, opportunities slowed or stalled. That made the model harder to scale, harder to evidence and harder to defend with investors.
The business needed more than sales coaching. It needed a repeatable operating model, better deal discipline and collateral that could support high-value conversations with senior decision-makers.
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The challenge
Move from an ad hoc, founder-dependent sales approach to a structured commercial model that could support growth, investor confidence and future value creation.
impact
Sales Engine helped build the foundations of a more repeatable sales operation.
The work included Territory Plans, Account Plans and Win Plans, giving the team a clearer way to prioritise accounts, manage opportunities and progress deals with more discipline.
Sales Engine also coached the team around meeting preparation, questioning, deal progression and proposal quality. This helped improve the quality of commercial conversations and gave the team more confidence in live opportunities.
The proposal process was also improved. Technical, internally focused proposals were turned into clearer, customer-centred documents that made the business case easier for senior stakeholders to understand.
Alongside the operating model work, Sales Engine supported live strategic opportunities, including major deals where sharper pursuit planning, deal coaching and proposal input helped improve execution.
Sales Engine also acted as an independent critical friend, challenging blind spots, supporting internal sales leadership and helping the business make changes that were difficult to drive from inside the team.
SERVICES INVOLVED
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OUTCOMES
- Over £1m of closed-won deals directly supported
- 6:1 direct ROI on fees from specific supported deals
- Territory Plans, Account Plans and Win Plans introduced
- Proposal quality improved for senior decision-makers
- Sales model moved from founder-dependent to more team-led
- Repeatable sales frameworks became a proof point during investor review
- Internal and investor confidence improved
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55%
When teams are selling from different stories, growth gets harder to scale.
A Commercial Performance Diagnostic gives you a clearer view of where proposition, sales alignment and account execution need attention first.