CRM pipeline diagnostic
A two to four week audit. We run your CRM through the plays, size the pipeline you already own, and map what to run first.
Go-to-market for the companies private equity firms own
The plan says AI. Your CRM says nobody has opened closed-lost in two years.
Holdside turns the data you already own into pipeline. We use Clay and AI to work your closed-lost deals, churned accounts, and champions who have moved on, then build out the rest of your market. Two senior operators, doing the work ourselves.
Book a diagnostic call You will speak to a founder, not a salesperson.
Where we start
The pipeline is already in your CRM.
Four plays we run first, before anyone buys a cold list.
01 Closed-lost deals Deals you lost on timing, price or a missing feature. Some of those reasons have expired. 02 Champions who moved The people who bought from you have new jobs. They are your warmest net-new accounts. 03 Churned and dormant accounts Customers who left, and accounts that went quiet. Most never got a reason to come back. 04 Stalled pipeline Opportunities stuck at the same stage since last quarter. We find out why, then work them.
Then we build out the rest of your market from the same engine.
Size each play in two minutesThe current way
The strategy deck is on a shared drive, unopened since the consultants left. The agency sends a report full of impressions while the revenue line has not moved, and the senior person who pitched vanished after the contract was signed. Portfolio companies keep buying halves of the same problem, on a hold-period clock.
The new way
We both set the strategy and we both do the work. We sharpen how you are positioned, build the pipeline engine in RevOps, and run the content, SEO/AEO and automation underneath it. Strategy and delivery from the same two people, from the first diagnosis to the board pack.
The companies we help have a lot in common
If you back these companies
The commercial line of the value creation plan is the one that keeps slipping, and every review it gets presented again instead of delivered. We deploy fast, work to the plan and the hold, and build an engine you can point to at exit. A pattern you can use again.
If you run one
The board meets monthly and the pipeline slide is the one you check last. We build a pipeline that does not start with who the founder knows, do the work ourselves, and report it in numbers you can defend in the room.
01
£10m to £150m revenue
The fund wants growth, not maintenance.
The plan was agreed at close and the clock started the same day. Rates have blunted the debt maths and nobody is paying a higher multiple. The return has to come out of the revenue line.
02
1 to 3 years into the hold
Appetite for change is at its highest.
The first board packs are going in, the hundred day plan mentions marketing once, and the growth targets assume an engine that does not exist yet. Build it now, not in year four.
03
0 senior marketing hires
Nobody owns the pipeline.
There's no CMO and no head of growth. The website predates the deal, marketing is whatever got done between sales calls, and the pipeline slide is a list of names somebody knows.
04
100% of pipeline from referrals and trade shows
It looks like luck because it is.
Relationships and the annual trade show got the business here. Ask where the next five clients come from and the honest answer is a shrug. None of it can be forecast, scaled or defended in the room.
We market the companies funds own, not the funds themselves.
Where to start
Start with the diagnostic. It stands on its own, and it leads to the retainer where we run the whole engine.
Execution retainer
Three to six months of hands-on delivery across positioning, demand generation, content, SEO/AEO, RevOps and pipeline.
The people who do the work
Barney Woodbridge
Co-founder
We have built demand engines from the ground up with AI and automation.
Danny Mitchell
Co-founder
We have shipped the content, SEO and automation that turn strategy into pipeline without paying for every click. A journalist by training.
How it works
Your plan in. Pipeline out.
We take the commercial part of the value creation plan and run it through one connected stack, ending in the number your board actually sees.
One stack, not separate specialisms. Both of us, on every stage of it.
Start here
Start with the diagnostic
Book the CRM pipeline diagnostic and see what is already sitting in your data. You will speak to a founder, not a salesperson.
Book a diagnostic call