Reframing Go-to-Market for a Vertical SaaS Scale-up
The Engagement
Aurora SaaS, a $12M ARR vertical software company, had stalled growth despite strong product-market fit. Polance led a strategy reset, redesigning segmentation, packaging, and the go-to-market motion — then partnered with the leadership team through 14 months of execution.
Strategy Reset
Re-segmented the customer base around willingness-to-pay rather than firmographics, repositioned the platform around three high-intent buyer journeys, and rebuilt the pricing and packaging architecture.
Execution Partnership
Embedded a senior team alongside the CRO and CMO to roll out the new motion, redesign the sales playbook, and stand up a revenue analytics layer that connected pipeline to product usage.
The Outcomes
The numbers we agreed to move — and where they landed.
2.4x
ARR Growth
From $12M to $29M in 14 months — outpacing every comparable in the segment.
+38%
Net Retention
Driven by the new packaging and an enterprise-tier upgrade path.
31%
Lower CAC
From sharper ICP targeting and a redesigned sales motion.
Engagement Facts
- Client Lead
- Marcus Hoffmann, CEO
- Organization
- Aurora SaaS
- Location
- Berlin, Germany
- Engagement Type
- Strategy & Embedded Execution
- Program
- Reframing Go-to-Market for a Vertical SaaS Scale-up
Outcome
ARR grew 2.4x in 14 months on a 31% lower CAC. The new go-to-market architecture is now the operating system the company runs on.
Let's talk about the outcome
you're trying to move.
Tell us where you're stuck — strategy, digital, data, or all three. We'll bring a senior partner to the first call, share an honest perspective, and only propose work if we genuinely believe we can move the number.
Typical response within one business day · NDA on request · No obligation