14% MoM Growth—Sustained For Over 12 Months: How Scaleo Leveraged New Value-Based Positioning to Drive Success

Scaleo is a fast-growing partner marketing software that helps businesses track, manage, and optimize affiliate programs in real-time. Trusted by clients in eCommerce, iGaming, finance, and digital advertising, its platform processes 2 billion clicks and $14 million in payouts monthly, driving performance marketing at scale.

Scaleo’s main challenges:

• Struggling to refine product-market fit and pinpoint the ideal customer profile (ICP) to enable scalable growth over the past 12 months.
• Continually working to clarify positioning, messaging, and value proposition to ensure it resonates with customers.
• A lack of structure within the sales team, with no clear strategy or modus operandi to achieve growth goals.

Solutions by Salesdock:

Analysis of Current Performance and Lost Opportunities

At the outset, we evaluated the types of companies Scaleo was contacting, their feedback on the product, and the value it provided. We then conducted several interviews with past opportunities, looking for patterns to determine whether specific customer segments responded better to our value proposition.

Value Proposition Hypothesis and Customer Segmentation

Our initial research revealed that the majority of contacted customers did not perceive significant benefits in the product. However, through collaboration with the Scaleo team, we identified a specialized segment in the iGaming software industry that showed strong interest in Scaleo solution. We tested this hypothesis with more companies in this segment and saw a clear pattern of pain points that Scaleo products could effectively solve.

ICP Definition and Sales Strategy Development

We refined Scaleo's target segment and personas while developing a compelling positioning strategy. We asked key questions such as:

• What are the unique selling points?
• What are the differentiators?
• How does the before and after state look when customers implement Scaleo's solution?
• How does it impact their business?
• What business metrics will improve, and how?
• What is the value realization plan? When will customers see their first results?
• How does Scaleo's solution reduce risk, increase competitiveness, and drive revenue?

This structured approach allowed us to create a strong positioning strategy that resonated with Scaleo's target audience.

To support this strategy, we also defined:

• Growth model: Adopted a sales-led growth (SLG) strategy—focusing on outbound sales while leveraging marketing activities (e.g., conferences) to support the approach.
• Sales management model: Defined how managers coach BDRs/AEs, set activity and revenue targets per rep, and ensure accountability.
• Value messaging: Created structured email, LinkedIn, and call sequences for effective outreach.
• CRM implementation & workflow optimization.
• Sales tech stack: Equipped the team with the right tools for emailing, calling, and prospecting.
• Buyer-centric sales process: Ensured every seller understood how to sell value, not just features.
• Sales training: Focused on discovery, demo skills, executive selling, and handling objections & indecision.

Outcomes:

• With a Structured Approach, Scaleo Achieved 14% MoM Growth
• Developed a scalable sales playbook and a market entry strategy that continues to drive growth.
• Product updates aligned with the new buyer segment, leading to higher upsells, cross-sells, and increased customer acquisition.

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