Case Study

The JJELLYFISH team is a pleasure to work with and the [Customer Discovery] Phase 1 outcomes exceeded our expectations. We hope to continue working together as we launch into the States.

Having successfully sold into major enterprise companies across Australia, the UK, and Canada, the Affinitext team wanted to focus on entering "the ripe for opportunity" U.S. market. Due to the wide breadth of companies Affinitext can support - that is, anyone dealing with complex contracts - the team knew the importance of defining and tightening their ideal customer profile ("ICP") in order to create a scalable sales process. It was critical for Affinitext to (i) build a repeatable outbound prospecting process to identify and effectively engage executives in their existing target industries and (ii) diversify the traditional ICP by expanding to alternative industries, such as Financial Services and Law.

JJELLYFISH worked alongside Affinitext's CEO (and his commercial team) to test three components of their value proposition. Setting out to generate at least 10 Customer Discovery meetings with executives, the JELLYFISH team ended the engagement having generated over 32 meetings (>3x the agreed upon target. Additionally, half (16) of the discovery meetings were advanced to a second, sales-focused meeting!

The early outbound success afforded JELLYFISH the opportunity to generate and hold conversations across multiple industries, including 9 from Construction, 9 from Law, 4 from Civil Engineering, and 3 from Financial Services. By engaging the market from different angles (i.e., the executor of a contract as well as an advisor to a contract), it allowed the Affinitext team to more fully understand how pains were perceived (and how answers changed) across industries/use cases within the U.S.

Overall, the GTM analysis surfaced clear trends re: the ICP struggling to quickly navigate and understand complex contracts (the key value of Affinitext). Perhaps the most important finding was that few buyers believed there was a viable solution to these challenges and thus, hadn't looked for one. This finding led to the crux of Affinitext's GTM approach/sales motion. Given the lack of buyer maturity, to combat the status quo, it was necessary to lead with more education/insight in the early stages of the sales process.

By the end of the engagement, Affinitext had a validated playbook (i.e. cadence, messaging, research process, etc.) for generating outbound interest across their business (and future ICPs).

• 320% of the Discovery meeting target achieved

• 50% Conversion From 1st Meeting

• 16% Interest RateVia Cold Outbound