Choros
Choros
SaaS
Choros AI: 15 demos/month to 20 enterprise deals/week
Separated and realigned the funnels, closing 60 enterprise deals at a 52% close rate and 28-day cycles.
Total views
20% → 52%
CPM
60
Cost/visit
60 → 28 d
Videos
45% → 72%
The Situation
Choros is a B2B SaaS serving enterprise clients, but its go-to-market ran two competing motions in parallel: product-led growth for small accounts and sales-led growth for enterprise. Both used the same ads, messaging, and landing pages, so enterprise buyers landed on a “Start Free Trial” page built for SMBs.
The Challenge
The funnels fought each other. Sales wasted 40% of demo time on unqualified PLG leads, enterprise buyers were confused by mixed messaging, and ad spend was split with no differentiation. Demos scheduled 5-7 days out, single-threaded deals, and no procurement enablement meant a 45% show rate and a ~20% enterprise close rate.
What We Built
We separated PLG and SLG completely, different ads, landing pages, and messaging, then built enterprise-specific campaigns speaking to security, compliance, and ROI. We tightened the demo flow with 5-minute speed-to-lead, enterprise pre-call nurture, Week-1 multi-threading, and a procurement enablement kit (security whitepaper, SOC 2 / ISO certs, SLA templates). PLG was realigned to feed SLG via usage signals.
The Results
Choros closed 60 high-ticket enterprise deals. Show rate climbed from 45% to 72%, close rate from 20% to 52%, and the sales cycle compressed from 60 to 28 days. Demo quality jumped to 85% qualified enterprise buyers, and 30% of enterprise deals originated from PLG accounts that graduated to enterprise plans.
“PLG and SLG don’t have to compete. Separated and aligned, PLG became our best enterprise feeder.”
GTM lead, Choros
By the numbers
METRIC
BEFORE
AFTER
Δ
Close rate
20%
52%
+160%
Show rate
45%
72%
↑
Sales cycle
60 d
28 d
−53%
Qualified demos
40%
85%
↑
At a glance
Company
Choros
Industry
SaaS
Outcome
Sales System
Timelie
6 Months
What we built
Separate PLG + SLG funnels
Enterprise-specific ads & landing pages
Speed-to-lead + Week-1 multi-threading
Procurement enablement kit
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