Case Study:

Tailscale

❌   Lack of Unified Data & Metrics: Tailscale had limited visibility into their self-serve engine attributes into the sales-led motion and revenue drivers

❌   Disconnected Go-to-Market Motions: The PLG (Product-Led Growth) and sales-led efforts were not coordinated together, leading to inefficiencies and unclear attribution or expansion opportunities.

❌   Unstructured Revenue Planning: Revenue plans lacked connection to revenue metrics and data, causing gut forecast assumptions and limiting forecasting accuracy.

❌   Low Data Integrity: Data capture and enrichment processes were inconsistent, making it difficult to identify actionable insights and low-hanging growth opportunities to develop repeatability in the sales-led motion.

⬇ 1. Establishing a Unified Revenue Funnel

• Mapped the Complete User Journey: Mapped GTM touch points across self-serve and sales led accounts to create efficiency & identify high revenue potential.
• Unified Data Layer: Built a company-wide common data language, standardization of formulas & benchmark metrics enabling comprehensive analytics across each touchpoint.
• Data Backfill & Rationalization: Led the effort to enrich missing and clean historical data, providing a trustworthy foundation for analytics and reporting.

⬇ 2. Driving Cross-Functional Alignment

• Facilitated Executive Buy-In: Used the Unified Funnel + RVNU framework to benchmark Tailscale’s maturity and visually communicate gaps, catalyzing alignment across C-level: product, engineering, and go-to-market executives.
• Operational Cadence: Established an executive “Revenue Weekly” structure with regular check-ins to maintain momentum and accountability.  (Ie: Rev weekly read-out, Executive ‘early warning system’ meeting, GTM Leadership Dashboards)

⬇3. Building Process & Teams for Repeatability

• Data Integrity Initiatives: Introduced new data fields, locked definitions in the CRM, imported product data and ran regular data retros to ensure reliable data capture.
• Segmentation & Reorgs: Used funnel insights to clarify team segmentation, leading to more focused sales efforts for new and strategic enterprise, outbound playbooks build based on top use cases and reorganization to double down on high-revenue potential existing customer accounts.

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