Case studies
Two collections. My work covers real engagements - outbound sales, remote payroll, HR documentation, CRM cleanup. Industry case stories are illustrative composite examples grounded in published benchmarks - showing what typically changes when a team hires an SDR, HR generalist, CRM manager, bookkeeper, executive VA, and other roles I support.
My work
Real engagements I've delivered - outbound sales, remote payroll, HR documentation, CRM cleanup, content coordination.
Outbound Sales - $50K+ in Recovered and New Revenue
A sales program had a large database of cold and inactive B2B leads and inconsistent outbound execution. Pipeline was thin.
Payroll & Operations Support for 125+ Remote Team Members
A distributed team of 125+ people needed dependable HR, payroll, and operations support across time zones.
HR Documentation & Accountability System
A remote team had grown past the point where informal HR could hold. Nothing was documented; onboarding was inconsistent.
CRM & Follow-Up Management Cleanup
A B2B sales program had a broken CRM: stale stages, ghost deals, no next steps.
Content & Social Campaign Support
Two roles required content coordination, drafting, and social campaign support alongside operations work.
Industry case stories
Composite stories showing what typically changes when a team hires each role. Grounded in published benchmarks - Bridge Group, SHRM, Gartner, Deel, GlockApps and similar sources.
Illustrative, not client work. These are composites built from patterns I've seen across engagements. Numbers use published industry benchmarks, not proprietary data. Every leaf page carries the same disclosure.
How a 12-person SaaS team hired their first SDR - and what changed in 6 months
A 12-person B2B SaaS at $600K ARR was doing all outbound through the founder. Reply rates were fine - but the founder was booking 6 discovery calls a month while everything else waited. Hiring a dedicated SDR was the obvious move; getting them productive was the hard part.
The 28-person remote agency that finally hired an HR generalist - and what stopped breaking
A 28-person creative agency ran without dedicated HR for four years. Every new hire onboarding was 'ask the founder', every policy question ping-ponged in Slack, and cross-border compliance was 'we'll figure it out later'. Later arrived when three key people quit citing 'no support' inside six months.
The B2B services firm that hired a CRM manager to clean up 4 years of HubSpot chaos
A 40-person B2B services firm had used HubSpot for four years. The database had 18,000 contacts, an unknown number of duplicates, and a pipeline the CEO didn't trust for forecasting. Every quarter, the team spent three days rebuilding reports from scratch.
The 15-person agency that hired a part-time bookkeeper and stopped losing $18K a year to admin drift
A 15-person marketing agency was doing books through the founder's spouse for three years - nights and weekends, one QuickBooks login shared with the accountant. Invoices went out late, receipts went uncategorised, and month-end close took two weeks because nobody knew what half the transactions were.
The consultant who hired an executive VA and finally reclaimed 14 hours a week
A senior consultant billing at £180/hour was working 55-hour weeks - and roughly 20 of those hours were email triage, scheduling, expense reports, invoice chasing, and travel booking. On paper the math was obvious. In practice, delegating anything felt harder than doing it.
The 8-person agency that hired a cold email specialist - and finally stopped landing in spam
An 8-person B2B services agency had been running cold email for a year. Open rates dropped from 45% to 12% over three months with no obvious change. The founder assumed the list was tired. It wasn't - every email was landing in spam.
The 55-person distributed team that hired a payroll admin - and cut monthly errors from 8 to zero
A 55-person distributed team paid people across four countries every month - U.S. W-2, U.K. PAYE, Indian and Filipino contractors. Every payroll cycle had errors: wrong FX rate on one contractor, missed bonus on another, a hire's first-month calculation off by a week. Finance spent three days on damage control every month.
The 6-rep sales team that hired a sales-ops lead before hiring rep #7 - and doubled without breaking
A 6-rep sales team at $4M ARR was ready to scale to 12. The founder was still in every strategic deal. Every rep ramped differently, hit quota at wildly different rates, and turnover was 40%. Instead of hiring reps 7–12 first, the team hired a sales-ops lead - and the next six hires all ramped in 90 days.
The Series A SaaS that hired an in-house recruiter - and cut cost-per-hire by 68%
A 35-person Series A SaaS had grown 100% year-over-year on external recruiting agencies. Fees added up to $340K in 18 months at 22% of first-year salary. Time-to-hire was fine (32 days average), but the founder started wondering if there was a better way. There was.
The B2B agency that hired a content coordinator - and finally shipped on cadence
A 22-person B2B marketing agency ran content for six clients. Every client contract promised weekly publishing. In practice, three of six were 4+ weeks behind, and the head of content spent half her week chasing writers, editing rush drafts, and apologising to clients.
Want a story mapped to your actual situation?
30-minute diagnostic. I'll tell you which of these patterns fits, what the fix looks like, and whether a hire, a fractional operator, or a workflow change is the right call.