How an HR SaaS Platform Transformed Its GTM Strategy
- TSF Team
- 2 days ago
- 2 min read
The Challenge
In early 2024, a leading Nordic HR tech SaaS platform with over 1,200 customers across Northern Europe began to see its revenue dip. Despite a solid client base and strong conversion rates, the company faced a -47% gap against its fiscal year budget. Overreliance on Marketing Generated Leads (MGL) meant that when marketing budgets were cut, the top of the sales funnel shrank, revealing a fragile Go-To-Market (GTM) strategy.
Growth initiatives were spread thin across multiple markets, causing diluted focus and stalled momentum. It became clear that a fresh GTM approach was needed.
Objectives
Expand and diversify lead generation while optimizing cost-effective marketing to drive quality leads.
Enhance organizational alignment and accountability to strengthen pipeline growth.
Sharpen focus on high-value customer segments through refined Ideal Customer Profile (ICP) and persona targeting, driven by retention insights.
The Solution
To turn things around, a series of AS-IS / TO-BE workshops were held, followed by a deep analysis of their GTM strategy. From there, the team developed a bold “Rethink & Way Forward” action plan:
Part of their lead generation was outsourced to an external partner, ensuring steady lead flow across key markets.
The entire organization was aligned around pipeline building, driving stronger ownership and accountability.
Attribution across marketing activities was identified, boosting 'allbound' efforts to drive leads more efficiently.
Account-Based Marketing (ABM) activities were set up, coordinated around their ICP for sharper focus on high-value segments.
Their ICP and personas were redefined based on a detailed analysis of retention rates, better reflecting their most valuable customers.
Sales team morale was boosted through stronger ownership of individual pipelines, enhanced team spirit, and new incentives.
"Early 2024, we were not in a good position to deliver on expectations as our pipe build had slowed down in Q4 the year before. We needed to take quick and firm action. In February we teamed up with The Scale Factory. Through their daring, data driven and disciplined approach we managed to turn the negative trend around and got back to growth.
We were truly impressed by how (1) they quickly identified a revised GTM plan and (2) their outstanding ability to execute with the team." – Acting CEO of HR Tech SaaS Company
Results
The results were swift and impactful:
Q2 to Q4 saw a 26% rise in meetings, with a 22% boost in completion rates.
Stronger opportunities and sharper targeting drove a 30% increase in pipeline value.
Streamlined processes and clearer ownership led to noticeable productivity improvements across the sales team.
Organizational restructuring delivered measurable efficiency gains, optimizing resource allocation and workflow.
A new Head of Global Sales was appointed, providing strategic guidance and support to maintain growth momentum.
With strategic focus and bold adjustments, the platform is now on track to surpass its growth targets, demonstrating the power of a disciplined GTM rethink.