Building a revenue operation from scratch and hiring the right people after the Seed round.



Expandly is an all-in-one solution for eCommerce retailers to connect, manage and automate listing, inventory, orders, shipping and accounting across multiple platforms.

Elizabeth Gooch, CEO of Expandly, had inherited a turnaround remit from Mercia’s VCT leadership team, to restart and reboot the business.

Sales for Startups were approached to create and execute the first phase of building Expandly’s sales division. They wanted to take a data-driven approach to sales by first creating their sales strategy that would then produce their unique sales model, all within 90 days. This was to lay the foundations which included reevaluating their value proposition, rebranding and launching a new website, recruitment of new team members as well as installing new lead generation, deal management and upselling processes. With this steady base, they wanted to go and raise Series A funding to secure the long-term growth of the company and expand the team’s sales and product division.



Through reviewing existing collateral, market research, data analysis and two days of guided workshops, the Sales for Startups identified key findings that drove a number of solutions.

The starting point was iterating the value proposition for the business that focused on benefits rather than features and better defined the ideal company profile and buyer personas.

Lead generation was a key area of focus and we managed a website development agency through a rebrand and the launch of a new website, selected and onboarded a social media agency to boost organic traffic and a PPC agency to get better results from paid campaigns.

We also embedded appropriate sales technology, recruited, onboarded and trained three new sales recruits.


Our Results

  • Quadrupled the average contract value from £49 to £199p/m
  • Hired three new BDMs
  • Rebranded and launched new website generating inbound leads
  • Launched a highly productive competitor PPC campaign, acquiring the competitor’s old customers
  • Coached a new salesperson to sign their first deal within 2 weeks
  • The total revenue increase in 3 months was 110%

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