Fixing a Broken Enterprise Sales Cycle
Company: SecureIT (Cybersecurity SaaS)
TTM Metrics:
- Revenue: $4.8M
- Profit: $720k (15% Net Margin)
- Enterprise Sales Cycle: 180 days
- Close Rate: 15%
- Blended CAC: $12k
Current Scenario
Pricing Tiers:
- Enterprise ($15k/month): Threat detection, 24/7 support.
- Custom Quotes: For 1,000+ employee companies.
Ad Strategy:
- LinkedIn Ads with jargon: “Advanced Threat Mitigation Solutions.”
Customer Feedback:
- “Your sales team talks tech, not ROI.”
- “Why choose you over Palo Alto?”
Diagnostic Process
1. Deal Post-Mortems:
- 80% of lost deals cited “no clear ROI proof.
2. Competitor Audit:
- CrowdStrike led with “Save $1.8M/yr in breach costs.”
3. Sales Call Analysis:
- Reps spent 70% of time explaining features, not outcomes
Key Insight:
Enterprise buyers needed dollar-based ROI, not tech specs.
Problems in Detail
1. Feature-Centric Pitch:
- Sales decks listed 50+ features without linking to cost savings.
2. No Risk Reversal:
- No guarantees or pilot programs.
3. Slow Sales Cycle:
- Custom quotes took 3+ weeks, losing urgency.
Command Growth Solutions
1. ROI Calculator Tool:
- “Enter Employee Count → See Avg. $2.1M/Year Savings.”
2. “Breach-Free Guarantee”
- “Get 200% Refund if We Miss a Threat.”
3. Pre-Built Enterprise Packages:
- 500 Employees: $12k/month (fixed pricing).
- 1,000+ Employees: $22k/month (discounted).
Implementation Steps
1. Week 1-2:
- Train reps on ROI-first pitches: “How much could a breach cost you?”
- Launch calculator on the website.
2. Week 3-4:
- Run LinkedIn Ads: “Finance Teams Save $2M+/Year – Can We Help You?”
- Offer 30-day pilot for $1k.
3. Week 5-6:
- Publish case study: “How SecureIT Saved BankX $4.7M in 6 Months.”
Results (6 Months Later)
- Close Rate: 35% (+133%)
- Sales Cycle: 90 days (-50%)
- Revenue: $9.6M (+100%)
- Enterprise CAC: $8k (-33%)