Turning Around a GTM Crisis: 50% Budget Reduction, 30% Growth Increase
The Story
In 2020, this workplace management software company seized the remote work trend, adopting a "grow at all costs" mindset that led to excessive spending on an underperforming GTM model. When the 2022 market downturn hit, they faced stagnant growth, rising churn rates, and dwindling funds due to an outdated marketing strategy.
What We Did
Marketing Audit: Uncovered misaligned spending on ineffective channels.
Budget Optimization: Reallocated budget to achieve better results at lower cost.
Team Reorg: Reorganized marketing into ABX, content, and solutions teams for long-term success.
New Opportunities: Identified key verticals for growth and built supporting assets.
ABM Strategy: Developed buyer-driven demand strategy, aligning Sales, Marketing, and CS.
ABM Implementation: Structured strategy with top-of-funnel ads, SDR outreach, and personalized experiences to track engagement.
The Edge Impact
50% reduction in ineffective budget spend
30% increase in deals closed within new target vertical markets in month 1
86% of large deals closed in top 5 verticals in Q1 with new ABX strategy
“I hired the Infinite Edge team in a prior company and when I got to [this company], I knew I needed their help. With volatility in sales performance, marketing team turnover, and a critical transformation in our GTM model, they brought expertise, leadership, and action to help us achieve our goals quickly. They helped us with a new verticalized approach and enabled our sales team to close 86% of large deals in our top 5 of our top verticals.”
