SaaS Company Adds $1.5M in ARR within 3 months and Reverses 27% Decline to 34% Growth and Achieves 3X EBITDA Premium Through Systematic Turnaround
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The Opportunity
A $3 million ARR media Software Company business in Israel had achieved meaningful scale with a proven content model and loyal audience base. However, recent market disruptions triggered a 27% revenue decline that jeopardized its long-term viability and valuation.
The decline wasn’t a temporary dip—it revealed deep structural flaws. Only 8% of sales opportunities were converting, indicating broken systems across sales process, offer design, and market positioning. Nine out of ten prospects were walking away, bleeding potential revenue.
Dependence on a few top performers created fragility. When key individuals underperformed or left, revenue collapsed. There were no systems to sustain performance across the team, and as a result, the business became unattractive for partnerships or acquisition. Declining revenue, poor conversion rates, and founder dependency raised red flags for potential investors.
The company didn’t need incremental optimization—it needed a complete turnaround: reversing decline, systematizing sales, eliminating talent dependency, and building operational infrastructure to support future partnerships or exit opportunities.
“We had gone from growth to a 27% decline. Only 8% of our opportunities were closing. We were completely dependent on a few top performers, and when they had bad months, the entire business suffered. We needed a complete turnaround—not just to stop the decline but to build systematic processes that would make the business valuable again.”
The Solution
A 3-month full-scale transformation was launched with a focus on systematic performance improvement and strategic value creation. The engagement deployed a structured execution architecture designed to rebuild the company’s revenue engine from the ground up.
Sales Process Systematization
The sales process was completely redesigned, shifting from ad-hoc performance to structured, repeatable systems. New qualification criteria identified high-fit prospects early, while poor-fit opportunities were filtered out quickly.
Discovery frameworks were built to uncover needs systematically, and comprehensive objection-handling playbooks provided proven responses to every major concern.
Sales enablement infrastructure—scripts, templates, proposals, and closing frameworks—was developed so that average performers could achieve results once limited to top performers. The company’s ability to sell became a system, not a skillset.
Revenue Acceleration Systems
New systems were implemented to shorten sales cycles and increase close rates. Urgency-creation mechanisms, value demonstration frameworks, and risk-reversal strategies helped prospects move from evaluation to decision faster.
Pricing and packaging were optimized for buyer psychology and market fit. Offer structures, payment terms, and positioning were tested and refined to drive higher revenue per deal.
Systematic follow-up processes ensured that every opportunity received consistent nurturing, supported by automation so that no deal slipped through the cracks.
Organizational Development
The organization was restructured to eliminate dependency on individual top performers. Clear roles, responsibilities, and accountability frameworks were introduced. Performance management systems identified underperformance early and drove continuous improvement.
Comprehensive onboarding and training programs brought new hires to competency fast, supported by detailed playbooks that captured institutional knowledge. The result: consistent performance across the entire sales organization.
Strategic Preparation for Partnerships
The company was prepared for strategic partnerships and potential acquisition. Financial reporting was cleaned up, operations were systematized, and all documentation required by institutional buyers was created.
Forecasting models were developed to demonstrate predictable growth, and operational dashboards provided transparency and control. Founder dependency and operational chaos—key valuation killers—were eliminated.
The Impact
The 3-month transformation reversed the revenue decline, created systematic growth, and positioned the business for premium valuation
Metric | Before | After (3 Months) | Change |
|---|---|---|---|
Year-over-Year Growth | -27% | +34% | +61 pts |
Close Rate | 8% | 19% | +137% |
Sales Cycle Length | 6 months | 3.5 months | -42% |
Top Performer Dependency | High | Eliminated | — |
Strategic Exit Valuation | Baseline | 3× EBITDA Premium | — |
Annual Recurring Revenue | $3M | $4.5+ (Growing) | Systematic Growth |
The company went from decline to sustained growth—a 61-point turnaround. Close rates more than doubled from 8% to 19%, transforming the sales process into a scalable system.
Sales cycles shortened by 42%, unlocking faster revenue velocity and cash flow. The dependency on top performers was eliminated through standardized frameworks, and operational excellence drove a 3× EBITDA premium at exit.
“The turnaround exceeded our expectations. We went from declining 27% to growing 34%—a complete reversal. Our close rate more than doubled. Our sales cycle was cut in half. We eliminated our dependency on top performers. And when we pursued a strategic exit, we achieved a 3× EBITDA premium because acquirers saw a systematic, well-run business instead of operational chaos. This transformation didn’t just save the business—it created life-changing value.”
About Morris Enterprises
Morris Enterprises is a tactical execution partner for B2B growth. We embed with your team to design, deploy, and optimize the core revenue infrastructure that high-growth companies need to win. We don't just advise; we build the systems, transfer the capabilities, and align our success with yours.
