Case Study

A Cybersecurity Company saw a 22% uplift in average selling price.

In March Year 1, Cortado Group was asked to place an Interim Chief Marketing Officer (CMO) to replace an outgoing head of Marketing. The Interim CMO reported to the CEO and board of directors. Overall lead generation efforts were not yielding results and a large budget was not being effectively allocated.

  • Pricing
  • Revenue Operations
  • Sales
  • Marketing

Company’s Challenge

  • During the 9-month engagement, the client had 3 CEO leadership changes, 2 CRO changes, and sudden resignation of the SDR manager.
  • The existing marketing team was reduced from 5 to 3 due to departures.
  • The understaffed team lacked the capacity (and in some cases the capability) to fix Marketing’s under-performance.
  • Overall lagging revenues meant increased pressure from the board

Cortado Group Results

  • Initial budget cuts were 48% while lead funnel metrics improved over the same period.
  • Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) rose from 4.8% to 9.9%.
  • The Sales Development Rep (SDR) team weekly performance improved in the second half of the year. The weekly average appointments booked increased 33%.
  • Overall, ASP increased from $90K to $110K and sales cycle length decreased from 122 to 95 days resulting in higher value deals generated by Marketing.

Cortado Group Solution Strategies

Buyer Personas

Buyer personas were developed and implemented into the marketing team.

New Corporate Identity Standard

A completely new corporate identity standard and brand messaging was developed and launched.

New Website

Simultaneously, a new website was launched on an entirely refreshed instance of WordPress.

Budget Waste

Budget waste was removed, and every under-performing agency was also removed.

Lead Scoring

Lead scoring was implemented along with a weekly nurture and content marketing campaign.

Pilot Campaigns

Several pilot campaigns were run to improve the end-to-end system.


Pricing was restructured and implemented into the field as per new territory designs.

Solutions Provided

  • Interim CMO
  • Interim SDR Management
  • Corporate Rebrand
  • Campaign Strategy & Execution
  • Web Redesign & Launch
  • Lead Gen & Management
  • Pricing Strategy
  • Account Segmentation
  • Territory Design

Key Insight

Top-to-bottom lead funnel conversion increased from 4.8% to 9.9%.