CRM consultancy, Pipedrive specialist
Evolve: average order value nearly doubled
A £350k-a-year Pipedrive consultancy the market read as one more Pipedrive partner, repositioned as a Revenue Recovery System. Average order value nearly doubled.
Evolve
2026
The firm, before
A UK B2B CRM consultancy specialising in Pipedrive: £350k a year, a team of five, price points from £20k and a strong delivery record. It was launching a new arm of the business, and the market still saw one more Pipedrive partner.
The problem
The positioning was built around the software rather than the commercial problem. The messaging described workflows and implementation, which buyers do not buy. The expensive problem the firm actually solved, revenue leaking out of a pipeline nobody trusts, was buried under technical language. The moments that make a buyer act were present but never named. And the offer read as work for hire rather than commercial leverage.
The decision
Five shifts. Software language became money language: revenue leakage, pipeline trust, reclaiming lost revenue. A broad CRM buyer became a precise one: the CROs, COOs, commercial directors and founder-led CEOs who own a revenue number in £5m to £30m companies with five to thirty salespeople. Process messaging became the expensive pain: stalled deals, weak follow-up, poor adoption, unpredictable quarters. The category moved from CRM consultancy to Revenue Recovery System. And the offer stopped describing delivery and started describing what changes.
What changed
The target audience, the pain points, the category, the value proposition and the offer framing were all rewritten. The new proposition: Evolve installs a sales system the team actually uses, so lost revenue stops leaking through the pipeline, and stays until the gains show up in the numbers.
What happened
Average order value nearly doubled
Average order value nearly doubled. The new positioning got the firm into the local press. Premium leads began arriving from new channels.
The positioning changed what was sold, to whom, and at what price. Delivery, pricing decisions and the sales conversations were the firm's own. Figures reported by the client.
In their words
"Amazing"
Bruce Bignell, Evolve
Published
If your firm is good at the work and still not chosen for the clients it could serve, the first call establishes whether positioning is the problem. If it is not, I will say so.