Building a Scalable Revenue Engine - The Edgetier Story

Context

Following a successful fundraise, Edgetier had clear product–market fit and strong market interest. What they did not yet have was a predictable, scalable way to turn that interest into revenue. With growth expectations rising, the priority was to professionalise go-to-market without slowing momentum.

The Challenge

Sales activity was high, but outcomes were inconsistent. Conversations frequently stalled, opportunities drifted, and there was no shared definition of what constituted a “real” deal.

At the same time, Edgetier needed to hire across sales, marketing, and customer success—meaning the revenue engine had to be built while the company was actively scaling.

The key areas that needed attention:

• Pipeline generation needed to be faster and more effective

• The sales process lacked clear structure and accountability

• Executive buyers weren't consistently engaged early in conversations

• Hiring and enablement had to happen in parallel with selling

The Approach

I partnered closely with Bart (Founder & CRO) to design and implement a scalable go-to-market foundation. The team was evolving from dependency on the Founder-CRO to close deals towards a professional team that could operate independently.

The focus wasn't just on activity - it was on how Edgetier sold.

Sales strategy and focus: Tightening the ideal customer profile, reducing noise in the pipeline, and prioritising accounts and opportunities that could genuinely convert.

Process and discipline: Defining clear sales stages with explicit exit criteria, and introducing stronger mutual accountability so prospects had responsibility to progress deals on their side.

Executive engagement: Increasing access to and involvement from senior economic buyers earlier in the sales cycle, improving deal momentum and decision quality.

Team build and enablement: Hiring across SDR, AE, CSM, Marketing, and GTM leadership roles, alongside ongoing coaching at both team and individual level to embed consistent behaviors.

The Results

The transformation delivered measurable outcomes:

• Consistent and predictable pipeline generation with improved conversion from conversation to close

• Sustained revenue growth, reflected in independent external benchmarks:

  • Named in the Deloitte Fast 50 for three consecutive years (2023, 2024, 2025)

  • Included in the Sifted 250 as one of Europe's fastest-growing startups

• The vast majority of deals were no longer founder-led

These outcomes validated that the changes to Edgetier's go-to-market approach translated into durable, long-term growth.

Founder Perspective

Bart - Founder & CRO, Edgetier

"Working with Ben helped us shortcut many mistakes we would otherwise have made. We built a professional sales organisation much faster, which directly accelerated our growth."

The key insight: Professionalizing go-to-market operations while maintaining momentum requires clarity on what defines a good opportunity, structure around how deals progress, and deliberate engagement with decision-makers early in the process

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