What a $500M SaaS Company Saw When Their Full Funnel Became Visible

Dec 9, 2025

Dive into a case study of a $500M cybersecurity company as they tackle serious flaws in their sales strategy. Discover how last-touch reporting and an overreliance on product trials led to declining win rates. In just 14 days, they unveiled why trials convert at a mere 5% and how hand-raisers significantly outperform them. Learn about the shocking 40% of opportunities with no clear prospecting triggers and the push needed to modernize their demand engine. A fascinating look at transforming uncertainty into clarity!

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ANECDOTE

Large Cybersecurity Firm Seeks Fresh GTM Data

A $500M cybersecurity company with recent restructuring engaged Passetto to get objective data fast.
The head of performance marketing led the effort to modernize demand after a new CMO joined.

INSIGHT

Last-Lead Attribution Masks Real Drivers

The company measured opportunity creation by last lead source, which hid true demand drivers.
Their motion funneled everything to product trials and paid search, limiting awareness and diversification.

ADVICE

Unify Data Across three GTM Stages

Stitch first-party data into a unified GTM model across engage, prospecting, and closing stages.
Infer prospecting triggers when tracking is missing to reveal who was targeted and why.

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In this episode, Carolyn and Amber pull back the curtain on a $500M cybersecurity company that came to Passetto stuck in last-touch reporting, declining win rates, an overreliance on product trials, and zero visibility into what SDRs were actually working.

In just 14 days, their Growth Sprint surfaced what months of internal analysis couldn’t: the true drivers of revenue, why trials convert at only 5%, why hand-raisers deliver 2X the deal size and win rate, and how 40% of opportunities are created with no traceable sales trigger at all.

We walk through the exact before-and-after: their revenue architecture score, the missing SDR prospecting layer, the downstream impact of “low-signal” opportunities, and the data that finally gives the team conviction to modernize their demand engine.

Even with strong tools and a mature sales motion, they’re operating with only 55% revenue visibility, record-low win rates, and a demand strategy built almost entirely on trials—until the Sprint changes the trajectory.

We break down the insights their team uncovers:

Why 55% of SDR workload comes from trials that win at only 5%
How high-intent hand raisers deliver 2X the ACV and more than 2X the win rate
Why only 35% of opportunities show early-stage signals
How more than 40% of opportunities have no traceable prospecting trigger at all
And how a two-week sprint becomes the “forcing function” they need to move from uncertainty to a clear set of strategic priorities

A powerful example of what happens when companies finally get the full-funnel visibility they’ve been missing.

🔗 CTAs & LINKS:

Register for Passetto’s upcoming virtual events
Book a free 1:1 Data Visibility Assessment
Follow Carolyn on LinkedIn
Follow Amber on LinkedIn

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This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.

Book a 14-Day Growth Sprint and get clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.