Customer Discovery · Case Study
Turning GTM analysis into a unique value proposition.
- Industry
- B2B SaaS
- Funding Stage
- Series A
- Engagement
- Customer Discovery
Toplyne is a SaaS platform that lets companies monetize their product-led growth flywheel. They allow their customers to rapidly experiment and deploy various go-to-market motions at scale, from driving self-serve conversions through in-product nudges (chatbots, paywalls, promos) to sales-assisted conversions through high-velocity inside-sales teams. Having found early success with a handful of early adopters, Toplyne, a Sequoia- and Tiger Global-backed startup, began defining a repeatable U.S.-market go-to-market.
The Challenge
Toplyne, a Sequoia-and Tiger Global-backed startup, sought to define a repeatable U.S.-market go-to-market strategy after early success with adopters. Given their limited addressable market (PLG companies), the team recognized the critical need to precisely identify their ideal customer profile and validate buyer assumptions to ensure every sales conversation was high-quality.
The Solution
JJELLYFISH built a highly repeatable outbound prospecting process to deeply understand core pain points among C-level executives at PLG startups. They tested critical value proposition components alongside founders, targeting Customer Discovery meetings with CxOs. The engagement emphasized personalized, relevant messaging to maximize cold outbound conversion rates within the limited pool of PLG companies.
The Results
Through assumption testing and GTM analysis, Toplyne identified mission-critical pain points and translated learnings into their unique value proposition. Findings informed future sales strategy across ICP/lead list development, cold prospecting strategies, early-stage sales conversation framing, and pipeline development. Toplyne's new Head of Sales adopted the JJELLYFISH model for ongoing sales process development.
Rishen Kapoor, Co-Founder & CEOPre-JJELLYFISH, I had a 'feeling' on what matters about what we're building and why it's important to our ICP. Post the process, I have a clear picture of what matters and why!
