Myles, GM of Adyen UK, experienced significant success scaling their Enterprise segment, and was now in charge of building out the Mid Market segment to scale.
Adyen had a thriving large enterprise business, but with low inbound volume in the mid-market segment. In addition, they had just hired a prospecting team and were meeting challenges in scaling that team to hit their goals. Each team across Marketing, Sales, and CS had their own siloed process and way of working, which Myles knew needed to be addressed in order to achieve their desired scale.
After undergoing a GTM diagnostic, Myles was able to identify gaps in existing marketing and prospecting processes. More effective market segments were defined; aligning on the core market segments and associated messaging was key to future success. With a new data model in place that connected marketing, sales, and CS activities, the team was more aligned to fuel end-to-end growth and predictable pipeline — first in the UK, and then ready to repeat that success in other key markets.