Growth System
A measurement-first growth system across paid, lifecycle, content, and SEO for a $90M ARR enterprise SaaS approaching IPO readiness.
The situation
A $90M ARR enterprise SaaS had grown primarily through a direct sales motion and a strong founder network. As it approached IPO readiness, the board required a demonstrable, repeatable, and measurable growth system that could scale without proportional headcount growth. The marketing function had three people and a fragmented tool stack with no reliable attribution.
Three years of growth data was largely unusable — inconsistent UTM conventions, no single source of truth for pipeline attribution, and a lifecycle system that had been built on gut instinct rather than cohort analysis. Before any campaign could be optimised, the measurement layer had to be rebuilt from scratch. The constraint: do it without disrupting the existing sales motion.
Instrument first, optimise second
We spent the first six weeks on measurement and nothing else. Every campaign, channel, and lifecycle touchpoint was tagged, tracked, and routed into a single data warehouse before a pound of budget was reallocated. Only once the measurement layer was trusted did we begin restructuring the channel mix and launching new programmes.
- Full attribution rebuild across paid, organic, lifecycle, and partner channels
- Single source of truth for pipeline data connected to the CRM
- Cohort analysis across three years of customer data to identify retention leverage
- Channel strategy anchored to CAC payback, not CPL or MQL volume
Measurement, then growth
Instrument & Audit
Full analytics audit, UTM rebuild, data warehouse setup, and attribution modelling across all channels. Six weeks before touching any live spend.
Restructure & Launch
Paid programmes restructured around pipeline value, not lead volume. Lifecycle system rebuilt on cohort data. Content and SEO programme launched against high-intent commercial queries.
Optimise & Scale
Monthly optimisation cycles anchored to CAC payback data. Channel mix shifted materially in month six as SEO and lifecycle outperformed the initial paid-heavy approach.
+184% pipeline. $0.41 CAC payback.
Pipeline grew 184% in year one against the prior year baseline. CAC payback dropped from $1.12 to $0.41 per dollar of new ARR — a consequence of the measurement rebuild exposing significant spend inefficiency in the original channel mix. The growth system was presented to the IPO advisory board as a key element of the growth narrative.
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