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Decline in Bookings During Peak Season

March 2026 • ECOMMERCE VERTICAL

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Embedded Execution

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.

Results in Numbers

Within 90 days, bookings increased 27% quarter-over-quarter, pipeline coverage expanded from ~2× to ~4–5× weighted coverage, close rates improved by ~8–10 points, and the campaign generated six-figure incremental ARR.

Bookings Increase in 90 Days27.0%

Optimize Pipeline & Execution

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

March 10, 2026

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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.

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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.

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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

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