Case Study
From PLG to SLG: The Strategy Shift That Helped a B2B Startup Attract More Qualified Leads
SaaS B2B
SaaS B2B | Founded in 2023 | Barcelona
Seed | < 10 employees
Problem
A model that wasn't converting
The B2B SaaS startup had committed to a Product-Led Growth (PLG) approach with the goal of driving customer acquisition through the product itself. However, the model wasn't fitting their customer profile or the reality of their sales process. Growth wasn't following a clear direction, and acquisition wasn't generating leads with the level of qualification needed to sustain the expected pace.
Diagnosis
Strategic misalignment
The analysis revealed that the challenge wasn't the product itself, but the structure around it. The value proposition wasn't fully consolidated, messaging wasn't aligned across teams, and the website didn't clearly communicate the solution's differentiating approach. On top of that, HubSpot hadn't beenconfigured around the actual sales funnel, which was reducing pipelinevisibility and overall commercial efficiency. The PLG strategy simply didn'tmatch their buyer's behavior — one that required more guidance and support throughout the decision-making process.
Solution
A structure ready to scale
The work started with properly defining the Go-To-Market strategy. The Ideal Customer Profile (ICP) was clearly defined, a solid value proposition was built, and a consistent messaging framework was developed so that every team —from Product to Sales — could work in alignment. At the same time, HubSpot was fully restructured: commercial processes, pipeline tracking, qualification workflows, and automated forms were all adapted to reflect the real sales process. The website was redesigned to communicate the value propositionclearly and become the centerpiece of the demand generation strategy. Resources, whitepapers, and success stories were incorporated to attract qualified leads and educate the market. Additionally, a library of successstories was developed, which fed insights back to the product team and became a key tool for sales and positioning.
Results
Results achieved with Extandard
+48%
qualified leads
-CAC
through a better-aligned sales process
100%
team alignment
ROAS
at a healthier ratio
"Having Extandard on board was a before-and-after moment. The strategic clarity, internal organization, and focus on results were crucial. They weren't a consultancy — they were another member of the team. I would recommend the Fractional CMO model without hesitation to any growing startup that needs to accelerate its impact."
Sales Team – B2B SaaS Company
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