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Outcome Study: GRID Finance

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The Numbers:

10 months to achieve 10x revenue growth

From €2M to €20M ARR

Focus on strategy, marketing, sales, and operations.



The Problem:

High Ambition, Hollow Infrastructure.


GRID had the funding and the product. What they lacked was a commercial operating system to carry the load.

The org chart looked full, but the growth infrastructure was empty. Leads trickled in. Sales were siloed. Nothing spoke to anything else.

We didn’t patch it. We rebuilt the engine.


1. The Spine (HubSpot)


We started at the core. We turned HubSpot from a contact database into an operating environment.

  • CRM Architecture: Redesigned pipelines and defined strict lifecycle stages.

  • Scoring: Implemented lead scoring so sales focused only on high-value targets.

  • Attribution: Linked marketing activity directly to revenue, ignoring vanity metrics.


2. The Input (Ads & Landing Pages)


Top-of-funnel was rebuilt to filter for intent.

  • Creative: Scrapped generic finance copy. Built messaging that spoke to borrower realities and compliance needs without being dull.

  • Conversion: Stripped landing pages of "brochureware." Clear propositions. Short paths to action. Zero friction.

  • Tracking: Every click and submission hooked directly into the CRM for full-journey visibility.


3. The Nurture (Email & PR)


We moved from "blasting" to "assisting."

  • Email: Sequences were re-timed to match borrower decision cycles, not arbitrary calendars.

  • PR: Stopped publishing vanity pieces. Started publishing market utility. We put GRID in the exact places borrowers looked to validate trust.


4. The Close (Sales Enablement)


We sat down with the sales team and killed the improvisation.

  • Scripts: Rewritten to reflect how people actually buy under pressure.

  • Structure: Shorter. Clearer. Designed to consistently move deals to the next stage.


The Result


Alignment. Marketing stopped guessing. Sales stopped chasing bad-fit leads. HubSpot became the single source of truth.

The Data:

  • Year 1 (Pre-Work): €2M ARR.

  • Year 2 (Post-System): €20M ARR.

Same team size. Same product. Same market. The difference was a connected system that didn't leak revenue.


The CoreTheorem Thesis


This experience defined how we operate.

Most SMEs aren't short on effort. They are short on structure. When the commercial engine is designed properly, revenue becomes predictable. When systems carry the load, people stop firefighting and start executing.

System first. Campaign second.

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