FEATURED
NoRedInk
Facing sales instability and the need to redefine their go-to-market strategy, NoRedInk engaged Scaled Sales Solutions as a fractional SVP of Sales. Through strategic leadership, team stabilization, and a revamped GTM approach, NoRedInk achieved 107% of their Q4 2023 pipeline target, setting the stage for future growth.
Achieved 107% of the enterprise and midmarket pipeline target for Q4 2023, playing a crucial role in reaching the goals for Q2 and Q3 of 2024*
“In a challenging phase of sales instability, Scaled Sales Solutions, under Dylan’s leadership, skillfully brought stability to our sales organization. Dylan quickly established trust with key members of our sales team, allowing us to allocate the necessary time and focus to successfully reshape our overall go-to-market strategy.”
Transformative Sales Success With Measurable Revenue Impacts
Background:
NoRedInk, an edtech SaaS company specializing in personalized learning in grammar and writing, faced a critical juncture in its growth trajectory. The company sought to stabilize its sales operations, bridge the gap between prior leadership and impending changes, and revamp its Go-To-Market (GTM) strategy to align with company and market demands.
Challenge:
NoRedInk needed an experienced leader to step in as a Fractional Senior Vice President (SVP) of Sales. The challenges included a lack of stability and processes within the sales team, low morale, a disconnect between the previous leadership and the anticipated changes, and the necessity to redefine the overall GTM strategy to enhance competitiveness and market share.
*Adding complexity, an average of 70%+ of annual sales in the edtech sector is typically finalized in Q3, necessitating the construction of supporting pipelines primarily in the preceding Q4 and Q1, respectively. Stabilizing and rebuilding the organization was absolutely critical to hitting growth goals the following year.
Solution:
Engaging Scaled Sales Solution as a Fractional SVP of Sales, the role was to provide immediate leadership, stabilize the sales organization, and act as a bridge between the outgoing and incoming leadership. The approach comprised several key steps:
Team Assessment:
Conducted a thorough analysis of the existing sales team, evaluating skill sets, identifying gaps, and understanding the cultural dynamics within the organization.
Transitional Leadership:
Established communication channels to address concerns, provide clarity, and maintain team morale during the transition period. Additionally, new personnel were hired from outside the company to complement existing personnel for purposes of growth.
Stabilization Tactics:
Implemented short-term strategies and hardened/changed processes to stabilize the sales team, including redefining sales territories, restructuring incentive plans, and enhancing communication channels. Addressed immediate pain points and concerns to boost team morale.
Market Analysis:
Conducting a comprehensive analysis of the market, we were able to use that data in combination with our own internal company data to reshape the overall GTM strategy.
GTM Strategy Redefinition:
Collaborated with cross-functional teams to redefine the GTM strategy. This included new sales segmentation, associated territories, revamped pricing models, and identification of key target markets to enhance the overall market positioning of NoRedInk.
Performance Metrics and Monitoring:
Helped implement a robust performance measurement system to track individual and team performance against set goals. Designed new motions to regularly review key performance indicators to ensure alignment and progress.
“Dylan joined NoRedInk as a fractional sales leader and played an important role in steadying the ship while we were building up our GTM leadership team. One of Dylan’s superpowers is building relationships and connecting with various stakeholders on an authentic level. This allows him to engender buy-in through times of change and transition and to attract, inspire, and retain talented team members. Dylan is also a strong writer, a rare and valuable trait among sales leaders. I’ve really appreciated his help and support this year.”
Results:
The implementation of the above strategies led to significant improvements within NoRedInk's sales organization:
Stabilized Sales Team:
Team dynamics improved, and turnover essentially ceased during the engagement with Scaled Sales Solutions, creating a more stable and motivated sales force.
Smooth Leadership Transition:
The transition between prior and pending leadership was seamless, ensuring continuity and minimizing disruption.
Redefinition of GTM Strategy:
The revamped GTM strategy is resulting in increased market share, improved customer acquisition, and a more competitive market positioning for NoRedInk.
Performance Enhancement:
The introduction of new sales methodologies and performance metrics led to increased individual and team productivity, as well as accountability. As a result we achieved 102% of the enterprise and midmarket pipeline target for Q4 2023, playing a crucial role in reaching the bookings goals for Q2 and Q3 of 2024.
Conclusion:
With the help of Scaled Sales Solutions, the implemented strategies successfully stabilized NoRedInk's sales organization, facilitated a smooth leadership transition, and reshaped the GTM strategy for enhanced competitiveness. The collaborative approach, data-driven decision-making, and focus on both short-term stabilization and long-term growth were instrumental in achieving these positive outcomes.
“Dylan expertly tackled challenges at NRI, swiftly addressing GTM and cultural issues, fostering an accountable culture with his relatable leadership. As I considered joining NRI as Head of Field Sales, Dylan’s upfront honesty and trust-building stood out. Upon joining, what I found most unique was his ability to juggle so many topics that I would characterize as “noise” and still keep us marching forward. As a result, we surpassed our Q4 pipeline goal, setting the stage for success in 2024 and beyond. Dylan’s crucial role made it all possible.”