Northstar Analytics is a B2B SaaS company that sells a cloud-based customer intelligence platform to mid-market retail and consumer brands. The product helps marketing teams unify customer data, segment audiences, and improve campaign ROI. Northstar has $18M ARR, serves 140 clients, and has historically grown through referrals and founder-led sales. The company now wants a repeatable process for identifying and approaching brand-new clients in adjacent verticals, starting with health and beauty brands in the US.
Growth has slowed from 42% YoY to 19% YoY over the last 12 months, and the board wants management to build a more systematic outbound go-to-market motion. The CEO has asked you, as Head of Strategy, to design a process for identifying the most attractive new clients and approaching them efficiently. The immediate question is not whether to enter a new geography or launch a new product; it is how to prioritize target accounts, define the right outreach motion, and allocate limited sales resources to win new logos over the next 12 months.
Northstar believes health and beauty is attractive because these brands have high repeat purchase behavior, rising digital ad costs, and growing demand for first-party customer data. However, the company has limited brand recognition in this segment and faces established competitors.
| Metric | Value |
|---|---|
| Current ARR | $18M |
| Existing clients | 140 |
| Average annual contract value (current base) | $128K |
| Gross revenue retention | 89% |
| Sales team capacity | 6 account executives, 4 SDRs |
| New logo target for next 12 months | $4M in new ARR |