10K to 100K MRR in 8 months Case Study
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Arman got his startup to initial traction and hit the first 10K MRR through cold calling, selling across his network, and trying out cold email.
All of it was getting him 3-6 demos a week, but with his business model which was built around selling to SMEs, he knew his pipeline needs to 5X for his revenue to really cover up the costs and leave enough profit margin to fuel his growth plans.
All of it was getting him 3-6 demos a week, but with his business model which was built around selling to SMEs, he knew his pipeline needs to 5X for his revenue to really cover up the costs and leave enough profit margin to fuel his growth plans.
He named the following as the main reasons he applied to SaaS Camp:
· No predictability in pipeline, with good weeks being followed by plateaus
· The systems he had in place were very time consuming for his SDRs, and required a ton more hiring to scale.
· He was already working 60h+ weeks and with the ineffective way his channels were working, the only way he could hit his revenue targets would be to get another 3–5 SDRs. He got into B2B SaaS to run a high margin business, and not to be fighting for profitability.
· He tried some ads in the past, but not following expert’s guidance led to burning the entire ad spend.
· He had no clear vision of how to get out of this situation and how to get from 10k to 30k MRR within the 6-month target. With the existing business structure that wasn’t doable.So, after we accepted him inside, we quickly got to solving these.
So, after we accepted him inside, we quickly got to solving these.
· The systems he had in place were very time consuming for his SDRs, and required a ton more hiring to scale.
· He was already working 60h+ weeks and with the ineffective way his channels were working, the only way he could hit his revenue targets would be to get another 3–5 SDRs. He got into B2B SaaS to run a high margin business, and not to be fighting for profitability.
· He tried some ads in the past, but not following expert’s guidance led to burning the entire ad spend.
· He had no clear vision of how to get out of this situation and how to get from 10k to 30k MRR within the 6-month target. With the existing business structure that wasn’t doable.So, after we accepted him inside, we quickly got to solving these.
So, after we accepted him inside, we quickly got to solving these.
Step 0: Analyzing what had already worked
In some situations when founders join with no pipeline at all, we need to start with more in-depth market research to analyze which channels (and which specific ad angles) are performing best for competitors.
In Arman’s case, his team already averaging 4 demos a week saved us some time. On our initial 1–1 call we made a summary of top reasons *the best* leads were booking calls, which objections some of them were giving on demos, and what were their key reasons for buying.
Here, it was important not to fall into the trap of optimizing for all leads, but instead to optimize for those with the highest LTV and quickest deal cycle.
Instead of randomly coming up with angles and spending ad budget to understand which messaging would work, we used initial minimal traction as a foundation for Message-Market Fit.
In Arman’s case, his team already averaging 4 demos a week saved us some time. On our initial 1–1 call we made a summary of top reasons *the best* leads were booking calls, which objections some of them were giving on demos, and what were their key reasons for buying.
Here, it was important not to fall into the trap of optimizing for all leads, but instead to optimize for those with the highest LTV and quickest deal cycle.
Instead of randomly coming up with angles and spending ad budget to understand which messaging would work, we used initial minimal traction as a foundation for Message-Market Fit.
Step 1: Testing 9 ad angles and 3 ad copies to find the most profitable combination
Then, we made an ad strategy that would match Arman’s ad spend and revenue targets. As he already had an SDR in place, we decided to run the I.F. version of the Case Study Funnel as it fit the existing team structure best.
We helped him create 9 different ad angles for testing, based on competitor analysis and messaging that was already resonating.
For optimal budget optimization, we run the tests in 3 ad sets. Using our SaaS Camp ad library and guidance, Arman accessed a collection of top-performing SaaS ads from over $10M in ad spend, which helped him launch everything within a week.
But we didn’t run a random ad copy. We pre-handled the top 5 objections and addressed them inside the campaigns — later this would result in cutting the deal cycle in half.
We helped him create 9 different ad angles for testing, based on competitor analysis and messaging that was already resonating.
For optimal budget optimization, we run the tests in 3 ad sets. Using our SaaS Camp ad library and guidance, Arman accessed a collection of top-performing SaaS ads from over $10M in ad spend, which helped him launch everything within a week.
But we didn’t run a random ad copy. We pre-handled the top 5 objections and addressed them inside the campaigns — later this would result in cutting the deal cycle in half.
Step 2: Installing proven sales processes
Within 4 weeks Arman saw massive change. The campaigns performed so well that he not only packed his main calendar with demos, but had to assign 2 more team members to handle demand.
Thanks to us finding the winning ad angle and copy, Arman went from avg. 5 to avg. 25 demos before entering month 2.
Thanks to us finding the winning ad angle and copy, Arman went from avg. 5 to avg. 25 demos before entering month 2.
This was the right timing to install our proven sales process, which would cover the customer journey before the call, during the call, and after the call.
For the pre-call stage, to get leads to show up at a 90%+ rate and come prepared, we helped Arman create an Asset Gallery and use our pre-call warm up sequences. You know how much easier it is to sell to leads who already know the whole context and who trust you can solve their problem. The demos become about covering the logistics and collecting the invoice.
Next, we shared our proven sales frameworks and post-call sequences to boost the close rate even further. Within weeks Arman’s team was collecting the money with 35% close rate. This was 15% above benchmark for leads coming from ad traffic.
For the pre-call stage, to get leads to show up at a 90%+ rate and come prepared, we helped Arman create an Asset Gallery and use our pre-call warm up sequences. You know how much easier it is to sell to leads who already know the whole context and who trust you can solve their problem. The demos become about covering the logistics and collecting the invoice.
Next, we shared our proven sales frameworks and post-call sequences to boost the close rate even further. Within weeks Arman’s team was collecting the money with 35% close rate. This was 15% above benchmark for leads coming from ad traffic.
Step 3: Reinvesting new revenue into placing more AEs to handle the demand
When entering step 3, Arman has already added 20K in MRR in only 10 weeks. But we didn’t stop there. Even though we went above his initial revenue targets with F1 car speed, we knew that without making everything function equally great without his presence, all great success may go to waste if random things go wrong in the future.
Because we didn’t just want growth at all costs. We were designing such lead flow, which would allow Arman to hit all the adjusted revenue targets without needing to invest more than 8 hours a week into making tweaks to campaigns and checking in with his sales team.
To get Arman his “high-leverage growth insurance”, we helped him create his Company Brain mapping out his operations, so he placed more Account Executives to do the selling.
This enabled him not to just add 40K MRR more than the initial “+20K MRR in 6 months”, but to also do it spending 30h+ less (!) than he used to. That is thanks to high-leverage systems and processes we put in place.
This new extra time allowed him to hunt for more enterprise deals and partnerships, which resulted in more 20k+ ARR deals with the highest margin. He could now allow himself to invest more time in those, as SDRs and AEs were securing high cashflow from small and mid-market opportunities.
Because we didn’t just want growth at all costs. We were designing such lead flow, which would allow Arman to hit all the adjusted revenue targets without needing to invest more than 8 hours a week into making tweaks to campaigns and checking in with his sales team.
To get Arman his “high-leverage growth insurance”, we helped him create his Company Brain mapping out his operations, so he placed more Account Executives to do the selling.
This enabled him not to just add 40K MRR more than the initial “+20K MRR in 6 months”, but to also do it spending 30h+ less (!) than he used to. That is thanks to high-leverage systems and processes we put in place.
This new extra time allowed him to hunt for more enterprise deals and partnerships, which resulted in more 20k+ ARR deals with the highest margin. He could now allow himself to invest more time in those, as SDRs and AEs were securing high cashflow from small and mid-market opportunities.
Step 4: Creating a CBO campaign to scale further
Ads were bringing customers with good CAC. Sales team was hitting all the quotes. What was the next dangerous mistake he could have done? Increasing ad spend on the existing campaign.
See, when you change spending budgets Meta enters learning phase again. And this could cause all the performances collapsing.
See, when you change spending budgets Meta enters learning phase again. And this could cause all the performances collapsing.
That’s why, the sustainable way to scale it is to start a new CBO campaign, taking only the winners from past weeks and put the budget there. This is exactly what we’ve done, getting Arman above the 1M ARR mark.
And thanks to cashflow from enterprise opportunities kicking in, Arman soon sent an update that they crossed the 100k a month mark.
And thanks to cashflow from enterprise opportunities kicking in, Arman soon sent an update that they crossed the 100k a month mark.
