Adstream

CASE STUDY

Go-to-market turnaround and growth strategy in AdTech.

Objective:

Lead the turnaround of Adstream’s European operations by developing and executing a growth strategy, a GTM plan for a new product suite, and initiatives to expand revenue, customer profitability, and market share.

Challenge:

Adstream was caught off guard by a new competitor offering a feature-rich product at half the market price. Internal challenges included:

Siloed sales teams with no unified GTM model.
Inconsistent Salesforce usage, limiting forecasting and churn visibility.
No visibility into customer profitability or health risks.
Legacy pricing model with limited value articulation.

Solution:

Full commercial transformation:

Launched immediate turnaround actions across key markets.
Introduced a value-based pricing model to protect margins.
Restructured teams and GTM processes for better alignment.
Conducted product-market-fit analysis to refine strategy.
Rolled out data-driven sales processes with new KPIs and dashboards.
Delivered intensive sales enablement and CRM optimization.

Results:

Turnaround completed within 6 months across key European markets.
Maintained premium pricing — 100% above disruptive competitor — while expanding market share.
Outperformed all GTM KPIs for the new product suite.
Tripled lead generation, pipeline value, and customer wins.
Embedded a scalable, data-driven commercial model across the region.

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