0%
CRM opportunities with a recorded source.
CLIENT CASE · ATTRACT · B2B CYBERSECURITY
Demand moved beyond the founders' calendars: qualified pipeline grew from R$6 million to R$13 million.
A third-party cyber risk management software company with 60 enterprise customers and R$18 million in annual recurring revenue depended on the founders' networks for 60% of pipeline. The channel and partnerships manager role had been open since July, while events and content expanded without pipeline targets. In six months, Leverage Now attributed every opportunity, turned events into meetings, and only then structured partnerships. Quarterly new revenue grew 75%.
- Industry: Cybersecurity, B2B software.
- Focus areas: Attract.
- Engagement: Six months.
- Reference product: Leverage Unlock.
R$1.2M → R$2.1M new revenue contracted per quarter—arr
De R$ 1.2M para R$ 2.1M.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
0%
Pipeline originating from founder networks.
0%
Event contacts worked within 14 days.
18 → 40
Qualified leads per month.
9 → 22
Qualified meetings per month.
R$6M → R$13M
Qualified pipeline.
3 → 10
Partners with an agreement and a quarterly opportunity.
0%
Pipeline originating from partners.
baseline → +70%
Brand searches and organic traffic.
R$1.2M → R$2.1M
New revenue contracted per quarter—ARR.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
Consultancies and managed security providers capable of referring customers were supported by the founders whenever time allowed. In October, two event roles and one B2B content role added initiatives to a marketing operation with no pipeline target: each event generated 300 contacts, but only one in five was worked within 14 days.
The challenge
Half of CRM opportunities had no source, so no one knew acquisition cost by channel or pipeline return by event. With founders absorbed by product and customers, their networks had reached their limit as an acquisition channel.
The four methodology areas and five risks pointed to Attract as the priority.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. Convert won 28% of proposals across a six-month enterprise cycle, Deliver implemented in 45 days, and Retain had 112% net revenue retention. The leak was in pipeline origination.
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Attribution and measurement
We made source mandatory across network, events, organic, partners, and outbound; imported 2,400 event contacts from the previous twelve months; built pipeline and CAC reporting by channel; and set meeting targets by event.
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Events and content that become meetings
Target-account lists and prebooked meetings preceded each event, followed by a seven-day SDR cadence. A quarterly anchor report, monthly customer webinar, and consistent founder publishing on LinkedIn supported demand.
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Second wave: partners
We selected ten GRC consultancies, audit firms, and managed security providers, then introduced commission agreements, two-hour enablement, joint selling, and biweekly meetings. The channel manager joined in month four to lead an active program.
What changed during the period.
Complete source attribution showed that events delivered half the outbound CAC when contacts were worked within a week, so every event began with meetings already scheduled. Qualified leads more than doubled before a new channel launched. In the second wave, ten enabled partners generated 28% of pipeline. Founder-network dependence fell to 35% without reducing its volume, while total pipeline more than doubled. The channel manager inherited active partners rather than a list of intentions.
What changed in practice.
Antes
- Before
- 60% of pipeline depended on exhausted founder networks
- Half of opportunities had no source; CAC by channel was unknown
- 80% of event contacts went cold
- Founders handled partnerships when time allowed
- Channel manager role vacant since July
Depois
- After
- Founder networks at 35%; events and partners carry targets and pipeline
- Mandatory source and CAC reporting by channel
- Seven-day follow-up and prebooked meetings
- Ten partners with agreements, enablement, and joint selling
- Manager joined in month four to lead an active program
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