Vertical Incubation & Expansion for $4B SaaS
Case Study
Growth plateaued in core segments. New Wave introduced a vertical Go-to-Market framework linking product, marketing, and sales with segment-specific plays that drove incremental ARR and margin expansion.
Opportunity
- Generic messaging and limited industry differentiation
- No repeatable vertical sales framework
- Weak feedback loop between product and field teams
Approach
- Developed five vertical ICP playbooks and aligned sales assets
- Enabled partner co-marketing and performance tracking
- Integrated adoption and NPS metrics into rev dashboards
Outcome
- $25M incremental ARR
- Win rate ↑ 14 pts | NPS ↑ 37%
- 3-year ROI ≈ 4×
About the Author
Jason Lee, Managing Partner at New Wave Associates, specializes in go-to-market optimization and revenue operations transformation for growth-stage companies.