MASTT - Red to Green Performance

A fast-growing software company with a global expansion strategy required the development of a cohesive, high-performing sales organisation to drive revenue growth across APAC, the USA, and MENA. To meet their ambitious goals, they needed to refine their go-to-market (GTM) strategy to appeal more effectively to enterprise decision-makers.

Challenges

The company faced several key challenges:

Building and aligning a globally distributed sales team, from entry-level BDRs to experienced enterprise sales professionals.
Adjusting the ideal customer profile (ICP) to target enterprise leadership teams who control budget decisions, moving away from the focus on end users.
Crafting a value-based sales narrative that positioned the product as a strategic investment, rather than a cost to the business.
Strengthening investor relations and maintaining board confidence during rapid growth and global expansion.

Solution

Red to Green provided a senior sales leader to unify and lead the global sales function, implement a refined GTM strategy, and reposition the product for enterprise decision-makers.

Key areas of focus included:

Redefining the ICP to prioritise senior leadership teams within target enterprises.
Developing a value-based sales approach that demonstrated ROI and long-term benefits, positioning the product as a strategic investment.
Building and aligning regional sales strategies across APAC, USA, and MENA to ensure consistent execution and growth.
Supporting the CEO with investor relations, earning the trust of key stakeholders by showcasing the company’s strategic evolution.

Implementation

The key actions taken included:

Shifting the sales narrative to focus on executive decision-makers and demonstrating the product’s value through its ROI, rather than just its features.
Recruiting, training, and aligning sales talent across three regions, ensuring smooth market entry and strong performance.
Assisting with investor relations, earning trust and confidence from institutional investors and the board by communicating the company’s successes.

Results

Global Team Development: Built and unified a high-performing sales team across APAC, USA, and MENA, aligning efforts to achieve rapid growth.
ICP and Sales Strategy Alignment: Successfully repositioned the company’s ICP to target leadership teams, supported by a value-based sales narrative that increased engagement from key decision-makers.
Profitability: The company achieved profitability within 18 months, reflecting the effectiveness of the new GTM strategy.
Investor Confidence: Strengthened relationships with key investors and the board, demonstrating the company’s strategic successes and growth potential.

Testimonial

“Red to Green’s ability to gain the respect of the team and galvanise them around its vision for Mastt’s GTM was evident in the outcomes achieved by the team. I can’t recommend Red to Green highly enough as a senior sales leader; they are driven, goal-oriented, and have the ability to drive cohesion and develop high-performing senior sales teams.“