How A Montreal Startup Fixed Client Acquisition In Under 90 Days.
Let us postpone nothing.
Seneca
Theory
Most early-stage businesses mistake early traction for a system. They think because they are getting customers, they have figured out how to get customers. They haven’t. They are usually getting them through a mix of founder hustle, word of mouth, personal network, and inbound luck.
This is fine at the beginning. It is even desirable, because it lets you validate the market before you start scaling. But the danger comes when founders assume this initial growth pattern will sustain them. It won’t.
At some point, every serious business needs a repeatable client acquisition system. One that can be turned on, measured, improved, and scaled. Without it, growth stalls. Sales become unpredictable. And the founder stays trapped in a reactive mindset.
Building this system is uncomfortable for most founders. It forces them to confront parts of the business they would rather ignore. But it is one of the highest-leverage actions you can take.
Application & Results
I worked with the CEO of a SaaS startup based in Montreal who found herself in exactly this position.
She had built a good product, one that solved a clear need in her market. She had landed early customers through hustle, network, and a few good inbound opportunities. The product was getting used. The customers were happy. But growth was flat.
Here was her situation:
Product-market fit was validated
Monthly recurring revenue was in the low five figures
Every single sale had come through either referrals, personal network, or inbound inquiries
No outbound, no structured marketing, no repeatable sales motion
The founder was spending most of her time on product and customer success, with very little time allocated to proactive acquisition
The risk was obvious. Without a system for generating leads and closing sales, the business was vulnerable. It could not forecast growth. It could not hire with confidence. And it was leaving huge opportunities on the table.
I helped her design and implement a simple acquisition system. The goal was not to build a massive funnel or an elaborate marketing machine. It was to create a basic, repeatable process that would consistently bring qualified leads into the pipeline.
We focused on three core elements:
Clarifying the offer and positioning so that cold prospects would immediately understand the value
Building a targeted outbound motion to reach high-fit prospects in her market
Creating a simple follow-up and conversion process that would drive conversations and close deals
This was not a matter of adding complexity. It was a matter of getting clear and intentional.
Within the first month of running the new system, she closed two new high-value deals from leads the business would never have touched under the old model. Within three months, the outbound pipeline had become the primary driver of new sales. Inbound was still happening, but it was now a bonus, not the foundation.
Word of mouth and referrals are great. But they are not a system. And if you want to build a business that can scale, you need one.
Confidentiality Notice.
At MXW Group discretion is paramount. Names and events in these stories have been changed where necessary to protect the anonymity of our clients while preserving the spirit of their accomplishments.
About MXW Group.
MXW Group is a boutique advisory specializing in predictable revenue strategy. I partner with ambitious entrepreneurs to build safe, steady, & reliable revenue engines using proven principles, not overhyped fads. As a consultant (sales & marketing) and Fractional Chief Revenue Officer (CRO), I work directly with founders to optimize their pricing, sales, positioning, client acquisition and retention.
