How a $25M SaaS Company Discovered a $3.5M Blind Spot in its Revenue Engine

Hey, everybody. What happens when a smart, forward thinking head of marketing and head of rev ops realizes that they can't explain the genetic makeup of their opportunities? How those ops actually enter the funnel, what shapes them, how marketing influences them, and why some convert to revenue and others don't. That's where today's case study begins. This is a $25,000,000 enterprise SaaS company in a highly regulated market. They've got a strong team. They've got real demand. Highly regulated market. They've got a strong team. They've got real demand, but they've also got declining win rates and also no shared system to connect the dots between marketing, sales, and revenue outcomes from one end to the other. And so in just fourteen days, we worked with them and we uncovered why most of their pipeline was effectively invisible, how underperforming channels like paid search were masking real intent, and why marketing influence dropped off once deals entered the sales cycle. Most importantly, we also estimated that fixing those gaps alone could unlock at least 1,000,000 in incremental revenue per year without adding any more pipeline than they already had. No more budget. No more headcount. Just simply by improving how their existing pipeline was working systematically. If you care about predictable growth, if you care about getting more out of your current team and just visibility in general and building a revenue engine you can actually trust, you are gonna love this. Enjoy. You're listening to GTM Live, a podcast by Paceto. Welcome back to the show. Amber and Carolyn here today. We're so excited that we've been doing so many of these short sprints. Feels like going a million miles a minute sometimes, but we have another one that we just wrapped up. And so we wanna share some learnings with you all because we see patterns, but it's also unique. And so we're super excited to dig into this case study. We are gonna be looking at this $25,000,000 ARR company. They are in the third party risk and compliance space. They've been around for about twenty years. We worked specifically in the sprint with the senior director of marketing. We also had key stakeholders there, the head of demand gen and the director of rev ops, which is always amazing to have rev ops, in the conversation. I feel like it just helps round out the context for the business so much. So, yeah, that was really great. And, yeah, we can get more into, like, their tech stack, their challenges, stuff like that. But, Carolyn, what have you been feeling? I've been feeling great energy doing these sprints, and just, like, the reaction from the customers has fed me a lot. But how have you been feeling? Yeah. I've been feeling really excited, and I think what lights me up the most in what we do at Passeto really is, like, getting into the data because I'm such a data junkie. I live for it. …