Library – Vanessa Goolsby

Case Studies

Problem:

A B2B software company entered its peak summer selling season following the abrupt departure of its Head of Sales and Marketing. The team lacked repeatable campaigns and was operating in a crowded market where product differentiation was difficult to communicate. At the same time, BDRs were underperforming against goals, with inconsistent messaging, qualification, and handoffs to Sales. Despite strong effort across channels, pipeline was declining and the team needed a cohesive approach in market quickly.

Solution:

A focused, full-funnel campaign was designed and launched alongside a reset of the BDR motion to restore clarity and execution discipline. A unifying campaign narrative was paired with a BDR playbook that defined targeting, messaging, qualification standards, and Sales handoffs. BDR training and sales enablement reinforced consistent execution, while weekly operating rhythms ensured alignment across Marketing, BDRs, and Sales throughout the season.

Bookings Increase in 90 Days27%

Optimize Pipeline & Execution

Campaign Differentiation
Full-Funnel Orchestration
BDR Playbook and Enablement
Disciplined Weekly Execution

Sustained Decline in Demand From Lost Product-Market Fit

Problem:

The company’s core product lost PMF, triggering a rapid decline in demand. Pipeline deteriorated over many quarters as existing marketing tactics hit diminishing returns and outbound messaging no longer resonated. With the interim CEO absorbing Sales & Marketing leadership and only a fractional marketer in place, there was no clear ICP, no differentiated messaging, and no full-funnel campaign strategy aligned to the temporary product reality.

Solution:

We facilitated a full-funnel Campaign Planning Workshop to redefine the immediate GTM strategy during the PMF recovery phase. The workshop rebuilt a differentiated problem-first POV messaging and mapped a new campaign plan tied to high-intent triggers the product could win today.

Pipeline Growth in 6 months17x

Campaign Plan Workshop

Full-Funnel Campaign Plan
Messaging + POV Framework
Offer Design
Timing & Testing Calendar

TTM Decline in Bookings

Problem:

Despite marketing hitting its forecast targets, bookings were in decline. Reps consistently missed quota, deal cycles lengthened, and management lacked a consistent framework for coaching or governance. Pipeline declined as Marketing had hit the point of diminishing returns with programmatic and search.

Solution:

We implemented a disciplined sales governance model: standardized deal reviews (focused first on high-ACV stuck deals), a rep bootcamp to enforce SLA adherence, and AI-enabled call scoring to gamify and improve value-selling in real time. To diversify pipeline, we launched three CPC tests, a market-problem campaign to shift the conversation from features to a differentiated POV, and a partner SPIFF to re-energize a stagnant channel.

Bookings Increase in 90 Days25%

Optimize Sales Governance

Sales Performance Management
Develop the Deal l Develop the Rep
Partner SPIFF Campaign Plan
Marketing Campaign Plan

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