Our growth equity partner invested $80M in this founder-led B2B SaaS company with a goal of rapidly optimizing the foundation and accelerating growth. They engaged Sunrise Rev upon acquisition to execute on the GTM investment thesis.

Key Issues Included:

• Low maturity of the marketing function handicapped lead generation efforts;  inbound leads were declining

• Inexperienced sales leadership and lacking structure for the sales team limited sales performance

• No rev ops function at all after nearly 18 years in business, yielding a poorly implemented tech stack, abysmal data quality and minimal reporting capabilities

Our Approach:

• Marketing Leadership to Rapidly Accelerate Lead Gen: took over direct management of marketing, overseeing internal resources and external vendors to rapidly optimize ICP and persona clarity, messaging framework, content, trade show execution, digital marketing, email marketing and all campaigns.

• Overhaul of Sales Day in the Life: created target account lists, organized and automated lead distribution, overhauled the prospecting approach, created playbook and optimized talk tracks, and introduced detailed pipeline oversight.

• Complete Rev Ops Foundation Build: immediately took on daily Rev Ops execution to support the team, and executed the below “big Rev Ops rocks” in parallel:

  • Implemented ZoomInfo to enrich current database and harvest thousands of new ICP account and target persona contacts

  • Implemented Ringlead to organize and automate lead routing

  • Fully cleansed Salesforce, including data dedupe, dupe prevention, field normalization and cleansing for accounts, contacts, leads and opportunities

  • Implemented Salesloft to optimize sales outreach leveraging cadences

  • Supported Marketing full lifecycle build & ROI tracking

Impact Metrics:

• Increased monthly MQLs by 295% within 6 months by standing up and overseeing professionalized marketing execution.

• Increased monthly demos by 123% within 6 months by optimizing the rep day in the life and supporting systems.

• Increased win rate from 23% to 31% after 6 months by optimizing pipeline oversight.

• Built a comprehensive Rev Ops foundation within 6 months.

This $50M ARR growth equity-owned company acquired a key competitor to expand its market share. 

Key Priorities Included:

• Setting a cohesive go-to-market strategy and fully integrating the acquired sales team.

• Developing a comprehensive sales playbook with a consolidated value prop.

• Merging different CRM instances while ensuring no disruption to ongoing sales activities and customer relationships.

• Accelerating traction and increasing forecast reliability.

Our Approach:

• Team Integration: Fully integrated the acquired team into the existing sales management structure within one month, and aligned leadership team members from both original companies on consolidated value prop framing.

• Sales Playbook Creation: Developed a consolidated sales playbook outlining best practices for every stage of the sales cycle including call scripts, cadences, collateral, demo procedures, objection-handling techniques, battle cards and related tools.

• CRM Consolidation: Audited both Salesforce instances. Mapped and standardized pipeline stages, workflows, custom objects and data fields. Cleansed, normalized and migrated data into the new, unified instance. Adapted automation and third-party integrations, ensuring no disruption in sales productivity.

Impact Metrics:

• Fully consolidated into a single CRM system in less than 2 months.

• Created and rolled out a comprehensive Sales Playbook with consolidated value prop within 4 months. 

• Increased win rate across the combined team from 12.3% to 28.3% within 5 months.

• After missing plan for the previous 9 months, this company exceeded plan by 3% after the first full quarter of Sunrise Rev’s work.

This growth equity-backed company faced critical challenges with their sales fundamentals due to frequent turnover in sales leadership. As a result, their sales team struggled with disorganization, inconsistent processes, and unclear expectations. Sunrise Rev stepped in with a tailored plan to address these challenges.

Key Issues Included:

• Weak deal strategy and poor pipeline management accountability.

• Unreliable forecasts and limited visibility into team performance.

• Absence of critical sales tools and messaging.

• Low sales morale with complaints of poor internal communication and coordination.

Our Approach:

• GTM Team Operating Cadence: Organized effective weekly 1:1 pipeline reviews with each individual contributor along with with a weekly team meeting, a weekly forecast call with leadership, and a bi-weekly GTM org sync. Sunrise Rev directly facilitated these meetings to ensure consistent communication, clear alignment, and crisp execution of action items.

• Deal Strategy: Directed deal strategy with Account Executives, putting each individual opportunity “under the microscope” and guiding the team on next steps to ensure optimal conversion.

• Sales Execution Accountability: Rolled out productivity benchmarks and held the team accountable to disciplined execution.

• Forecasting and Pipeline Visibility: Introduced sales stages with clear definitions and exit criteria and trained the team. Improved forecasting accuracy through data-driven analysis and management.

• Playbooks and Tools: Developed a sales playbook outlining best practices for every stage of the sales cycle including call scripts, cadences, collateral, demo procedures, objection-handling techniques, battle cards and related tools.

Impact Metrics:

• Drove a comprehensive Salesforce cleanup including a detailed vetting and cleansing of the pipeline, yielding an accurate understanding of pipeline and forecast within 2 months.

• Increased monthly demos by 38% within 4 months by establishing processes to prioritize speed to lead.

• After the first quarter of Sunrise Rev’s work, this company posted record booked ARR for the quarter, a 34% increase over the previous high-water mark.