Eric Gruber

I help the GTM teams of startups, small- and midmarket SaaS, technology, and professional services firms improve their GTM effectiveness (which studies show is collapsing) and land/expand key accounts. Through my ABM firm's solutions, my fractional CMO services, and GTM consulting, I unstick the revenue in their pipeline. As a Fractional CMO, GTM consultant, and marketing leader, I uncover revenue leaks and implement my "Land and Expand" Operating System to not only build a stronger pipeline of new and existing accounts but also convert it. My clients stopped month-over-month, quarter-over-quarter, and year-over-year revenue misses that were happening because they poured money into pipeline generation without focusing on the post-pipeline account experience and pipeline conversion. Before, my clients saw only 5-10% of marketing-sourced pipeline leads convert to closed-won revenue. They faced acquisition waste, pipeline leakage, and sales cycle delay. They saw dropping win rates, delayed sales cycles, and rising customer acquisition costs. CAC here means more than acquisition spend. It's the marketing cost to generate pipeline, the sales and marketing cost to process and convert it, the time cost of a lengthening cycle, the opportunity cost of no-decision outcomes, and the shrinking yield of smaller deals. Here are some of the companies I worked with and my impact: DAT Freight and Analytics - I redefined the company’s ICP to focus on higher-value deals that will land and expand vs. churn, re-positioned the company’s solutions to show how lower-cost competitors are irrelevant to their ICP’s situations, and redesigned the complete account experience to land and expand 13 enterprises on Gartner’s Top 25 Supply Chain list. Uniphore - I redesigned their account-based GTM content to drive stage progression and close $500K deals with accounts like Bank of America that previously became unresponsive to sales and marketing outreach. Digizuite - I changed their GTM motions, content, interactions, and account experiences using ABM to displace low-cost competitors like Bynder and legacy suites like Adobe and Sitecore. The company's GTM teams drove a 55% increase in new logo ARR, 114% growth in expansion ARR, 200% improvement in enterprise win rates, and a 2X increase in strategic account deal sizes. OpenWorks Facility Management - I redefined their ICP, focusing on where competitors are irrelevant, and repositioned their solutions to focus on the gaps OpenWorks uniquely fills and their impact to stop continuous losses resulting from SOW and price comparisons. In addition, I aligned the revenue organization and their processes to align with an account-based GTM approach, and changed the sales and marketing conversation to stop month-over-month, quarter-over-quarter, and year-over-year revenue misses. Sumerian - I created the company's ABM strategy and provided the deal-level conversational content and account-based enablement that moved revenue-stuck pipeline accounts like GoDaddy, JCPenney, and British Airways. They became an international player and created the revenue growth it needed to be acquired by ITRS Group. RGL Logistics - I helped stop its largest customer (P&G) from shifting to a larger, national competitor and expand the account for even greater revenue growth. I also built the supply chain service company's port solutions division and effectively cross-sold newly acquired logos to create greater NRR growth. Ascension - I changed the conversations that its sales and account teams were having with future and existing customers. This led to 25% margin growth with customers like Sephora and Pepsi. Apptricity - I helped shape narratives tailored to specific segments, markets, and verticals, and aligned sales, marketing, customer success, and finance teams with an account-based GTM that led to the company’s largest-ever closed deals that continued to grow YoY. CNBS Software - I helped the GTM teams acquire their most valuable customers (Swisslog, Johnson and Johnson, and Sun Chemical) and drive account expansion across the company's ERP, eCommerce, and payment solutions portfolio.

All work samples are shown here, whether they were added independently or as part of an engagement.