Pigment sought to move upmarket and increase deal sizes but faced challenges with low win rates, high discounting, and inconsistent qualification. By shifting to a value-based sales approach—fueled by persona and industry playbooks, targeted discovery guides, and ongoing enablement—Pigment transformed its go-to-market strategy.
Partnering with Genius Drive helped Pigment implement a Value-Led Growth strategy. We developed Industry & Persona Playbooks, delivered Value Storytelling Training at Sales Kickoff to align all GTM teams, Value-Based Coaching & Reinforcement, and Activation Tools and Content to ensure rapid obaording of new hires and reinforce messaging.
CHALLENGES
- Lengthy Sales Cycles: Deals stalled due to insufficient focus on persona-specific challenges and value messaging.
- Unclear Differentiation: Sales reps often defaulted to product features instead of leading with the business outcomes.
- Fragmented Outreach: Without consistent playbooks, the BD (Business Development) SE (Sales Engineer) and AE (Account Executive) teams lacked a unified, value-centric message.
RESULTS
- Increased Annual Contract Value: ACV jumped from $95,000 to $150,000 in one year, reflecting the power of more strategic, value-driven conversations that justified higher price points.
- Improved Qualification Rate: Qualification rates (S0 to S1) soared from 37% to 75-80%—a testament to more focused and relevant discovery that resonated with prospects’ real business problems.
- Boosted Outreach Impact: A consistent 7-8% reply rate showcased the effectiveness of newly revamped outreach sequences, leveraging persona-specific messaging and value propositions.
- High Content Engagement: Persona documents became the most viewed resources in Pigment’s content library, demonstrating high adoption and ongoing utility across the GTM organization.
