Chasing everything. Owning nothing.
An independent agency focused on two verticals, lifting win rate 2.8x and average deal size 60% with less, better-fit pipeline.
The Challenge
An independent agency competing against holding company giants — and winning work across a dozen verticals, for clients of every size, at every price point. Their strongest work was concentrated in financial services and healthcare. That insight had never been turned into a strategy. Broad positioning was killing close rates and compressing fees on every deal.
The Approach
Ran a full GTM diagnostic and mapped three years of win/loss data against vertical, deal size, and margin. The pattern was clear — two verticals, dramatically better outcomes. Rebuilt the ICP and repositioned the firm around those two markets. Then redesigned the outbound motion with AI-powered sequences leading with vertical-specific proof stories. Less pipeline, but the right pipeline — deals they could win at the right price.
Broad positioning was killing close rates and compressing fees on every deal.
The Results
Intentional dip in pipeline volume
Win rate across more focused deals
Increase in average deal size
Verticals owned instead of 12 chased
