FROM UNCERTAINTY TO IMPACT
CHALLENGE
Gaps in the Revenue GTM Engine
Magaya, a logistics software provider, had achieved consistent double-digit growth. Yet inside the organization, cracks in the foundation were beginning to show. Marketing leaned heavily on inbound tactics, with little structure to support outbound growth. Ideal Customer Profiles (ICPs) were loosely defined—or in some cases, nonexistent. Sales and marketing operated in parallel lanes, often veering off course when collaboration was most needed.
However, beneath these structural issues lay another matter: marketing wasn’t viewed as a growth engine; it was considered a support function. That misperception created a layer of ambiguity that clouded strategy, strained relationships, and slowed execution. Without clear segmentation, lead quality suffered. Without consistent metrics, forecasting was primarily a matter of guesswork. And without alignment, the organization missed out on high-value deals that required coordinated execution.
SOLUTION
Building a Data-Driven Growth Engine
Magaya partnered with Revenue Insight to break through the haze and rebuild its GTM strategy with clarity and precision. The collaboration focused on four pillars:.
Step 1: Ideal Customer Profile (ICP) Development
The team began by crafting ICPs for two distinct market segments: Enterprise and Small to Mid-Market. This wasn’t a generic exercise. Revenue Insight aggregated internal CRM and financial data, enriched it with third-party intelligence, and applied AI-powered scoring models. This approach not only sharpened Magaya’s understanding of its Total Addressable Market but also enabled precise targeting of high-value prospects.
Step 2: Revenue Planning Optimization
A clear map from revenue goal to plan was needed, one that outlined the steps to achieve this through mapping key performance indicators (KPIs) and metrics. Revenue Insight helped determine current KPIs, opportunities for improvements, and build real-time dashboards that replaced gut-check forecasting with data-backed planning. This resulted in Magaya adopting a data-driven approach, offering visibility throughout the funnel and down to the ICP accounts required to meet and surpass targets.
Step 3: Sales and Marketing Alignment
Breaking down silos required more than good intentions. Revenue Insight facilitated alignment across marketing, sales, and customer success teams, building trust through transparent metrics and collaborative planning.
Step 4: Third-Party Validation and Consultation
We also highlighted the impact of a recent influx of private equity (PE) on the organization. The new PE firm, Apax Partners, introduced a higher level of sophistication and understanding of market segmentation. The Apax leadership team was supportive of investing in market segmentation and engaged Revenue Insight and Barry Witonsky’s team to help with this process, all adding credibility to the transformation.
RESULTS
Empowering Strategic Decision-Making
No longer just Marketing pushing for change, the outcomes were immediate and lasting, as they were a cross-functional imperative backed by expert insight.
Improved Data Clarity And Targeting:
With clear ICPs and account scoring in place, Magaya prioritized the right accounts for outreach and resource allocation, ensuring more effective targeting. Enterprise and Mid-Market segments were no longer a blur; they became defined, tiered, and trackable.
Data-Driven Execution:
Real-time dashboards gave leaders visibility into performance at every stage of the funnel. This not only improved forecasting accuracy but also allowed for agile course correction as market conditions evolved.
Cultural Shift In Perception:
Perhaps the most profound change wasn’t found in a spreadsheet—it was found in perception. Marketing was no longer seen as a cost center. It was a driver of revenue and a strategic partner in growth. That cultural shift opened new doors and elevated conversations across the executive team.
Looking Ahead
Magaya’s foundation is stronger than ever. With a data-driven GTM engine in place and organizational alignment improving every quarter, the team is poised for sustainable growth well beyond 2025.
And for the organization, the path forward is clear. Backed by insight, driven by data, and aligned with purpose, the CMO is leading the way.