Go-To-Market Strategy - Software
3.4x pipeline growth after a structured GTM strategy for a UK SaaS vendor
Meridian Software
Snapshot
About this engagement
A UK-based SaaS vendor with a strong enterprise product had failed to penetrate the mid-market despite several attempts. They lacked a defined ICP, had inconsistent sales messaging across the team, and were relying on referrals for over 80% of new revenue - with no repeatable growth motion in place. Scaling required a completely different approach to market entry.
Challenge
What we were asked to solve
A UK SaaS vendor was relying on referrals for 80% of revenue with no repeatable growth motion. They lacked a defined ICP, had inconsistent messaging across the sales team, and multiple failed attempts to enter the mid-market had damaged confidence in the growth function.
Solution
How we approached it
We ran a 10-week GTM strategy engagement, conducting 18 buyer interviews and a full competitive analysis to build a structured ICP framework. We delivered a prioritized channel mix, a messaging hierarchy, and a 12-month execution plan with milestone accountability built in.
The first qualified mid-market opportunities were generated within 6 weeks of strategy sign-off. Pipeline grew 3.4x in year one. Referral dependency dropped from 80% to 31% as inbound and outbound motions took hold.
Results
The numbers that tell the story
Why us?
Why clients choose xpandly
SME-focused by design
Our practice is built around the realities of growing businesses, not enterprise budgets. Every framework and engagement is calibrated to what works at your scale.
Vendor-agnostic, always
No reseller agreements, no preferred vendors, no margin incentives. Our only interest is finding the right solution for your specific situation.
Outcome-led, not hour-led
We scope work tightly, avoid unnecessary complexity, and stay focused on what will genuinely move the needle - not what looks impressive in a report.
End-to-end capability
From first AI workshop to production deployment to ongoing managed operations, we cover the full journey without you needing to assemble a patchwork of specialists.
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