Increased subscription conversion from 1% to 14%+
Raised net revenue outlook from ~$200K to $4M
GTM Strategy & Implementation
While overseeing partner operations, I noticed one partner in my portfolio was underperforming despite research showing strong demand for its service. To understand why, I walked through the experience from the customer’s perspective. I found an offer buried in the purchase flow and dashboard, outdated marketing, no sales follow-up, and a checkout that asked customers to re-enter information they had already provided. Even interested customers had too many reasons to miss the offer or stop before completing signup. My goal was to make the offer easier to find, show customers how it could help their business, and give them a more engaging way to choose a business number and finish signing up.
To fund the relaunch, I built the business case with finance, forecasting monthly and quarterly revenue against annual operating targets. I negotiated a minimum revenue guarantee $2.3M above the prior baseline to justify the investment. With approval from our executive team and the partner’s, I secured roadmap priority and led implementation across product, engineering, marketing, SEO, and both legal teams. We replaced the buried offer with a dedicated number-reservation page and added prominent dashboard placements. I also worked with engineering and the partner to connect our systems through an API that passed opted-in leads and prefilled checkout, removing the need for customers to enter their information again.
With a clearer path to signup in place, I focused on the follow-up that would help customers complete it. I introduced incentives and training for our internal and BPO sales teams, helped the partner establish its own sales team with scripts and follow-up timing, and worked with marketing to refresh lifecycle messages and their timing. To measure the results, I partnered with data science on ThoughtSpot reporting and resolved gaps in opt-in, click-through, and conversion tracking. Together, these changes lifted opt-in-to-subscription conversion from 1% to 14%+. First-year net revenue was projected to reach $4M, up from roughly $200K.