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// Case_study_05
Winning enterprise deals through positioning and ABM
SERIES B · CYBERSECURITY / DATA SAAS · $28M ARRWe repositioned the company around a high-stakes enterprise use case and aligned its ABM, sales narrative, customer proof, and opportunity-acceleration assets.
// Results_at_a_glance
What moved.
// The_shape_of_the_change
Enterprise opportunity-to-win rate.
// Situation
Where it started.
The company had grown through a lower-ACV, mid-market motion, but its next growth target required larger enterprise contracts. Sales had begun pursuing enterprise accounts, yet the market still perceived the product as a point solution.
Deals stalled because the company’s message was product-led, inconsistent across Sales and Marketing, and weak compared with larger category competitors. The marketing team was producing campaigns, content, events, and outbound support, but none of it created a convincing enterprise narrative or coordinated account-based motion.
// The_objective
Shift the company from “a useful tool” to a credible strategic solution for its most valuable enterprise use case, and build the marketing and sales motion required to open, advance, and win enterprise opportunities.
// What_I_did
The work, step by step.
Analyzed closed-won, closed-lost, churned, and expanded accounts to identify the enterprise segment with the best ACV, retention, urgency, and deal potential.
Interviewed enterprise customers and reviewed sales calls to understand the buying committee, objections, credibility gaps, and triggers.
Defined an enterprise category narrative, value proposition, proof architecture, competitive battlecards, and executive-level sales story.
Built vertical/use-case plays for a selected number of named accounts rather than broad, generic demand generation.
Coordinated account-based campaigns across paid LinkedIn, executive outreach, customer proof, thought leadership, webinars, partner activity, sales sequences, and personalized landing pages.
Improved review-site presence, analyst/influencer outreach where relevant, and customer-reference processes.
Created opportunity-acceleration materials for late-stage deals: ROI case, security/compliance proof, business-case templates, and executive presentations.
// Results_timeline
How the results built up.
Enterprise ICP, category message, account tiers, battlecards, and pilot ABM motion launched
Stronger executive-level sales narrative and clearer target-account focus
Sales and marketing run integrated account plays around priority industries
2–3x growth in enterprise-qualified pipeline; 20–35% improvement in target-account engagement or meeting conversion
Proof and opportunity-acceleration system strengthens late-stage conversion
10–20 percentage-point improvement in enterprise opportunity-to-win rate
Enterprise motion becomes a documented, repeatable GTM play
Higher enterprise ACV; several closed strategic logos; more balanced pipeline mix
RANGES SHOW THE EXPECTED OUTCOME AT EACH STAGE. THE OUTCOME BELOW REPORTS THIS ENGAGEMENT.
// The_outcome
We repositioned the company around a high-stakes enterprise use case and aligned its ABM, sales narrative, customer proof, and opportunity-acceleration assets. Within six months, enterprise-qualified pipeline grew 2.4x; by month 12, enterprise win rate increased from 24% to 39%, helping shift new bookings toward higher-ACV accounts.
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