Installing revenue systems
that compound enterprise value.

A boutique advisory for mid-market B2B companies turning revenue growth into an owned asset.

What we install

Effort doesn’t transfer;
We install systems that do.

Owned demand — an outreach engine you own that creates predictable growth.
Relationship discipline — no conversation, deal, or client depends on memory or heroics.
Retention — clients stay, and renew.

From the founder

Growth and value are not the same thing.

A company can add revenue for years and build nothing it owns. We work with B2B companies where the work of winning and keeping customers runs by hand or not at all. Without systems, slippage happens. Without pointed outreach, your perfect client signs with a competitor without ever knowing your name. We install that work as a system the company runs. Growth compounds into enterprise value when the system is an embedded asset.

Ian McCulloch · Founder & Principal

The research

The market has raised the price of growth.

The cost of winning customers is climbing.

The median B2B software company now spends two dollars to win each new dollar of recurring revenue, up 14% in a year. ¹

Cost to win $1 of new revenue

It is climbing everywhere.

The average cost of a paid click rose 12.9% in a single year, across 87% of industries. ²

Average cost per click

And the bar keeps rising.

A deal that once penciled at five percent annual profit growth now needs ten to twelve for the same return. ³

Growth a deal must return

The answer isn’t more noise.
It’s higher signal: the right offer,
in front of the right person, at the moment they need it.

Sources

1. The median B2B SaaS company now spends $2.00 of sales and marketing to acquire $1.00 of new ARR, up 14% in a year — Benchmarkit, 2025 SaaS Performance Metrics.

2. Average Google Ads cost per click rose 12.9% in a year to $5.26, and about 16% over two years to $5.42, with CPC up in 87% of industries — WordStream by LocaliQ, Google Ads Benchmarks 2025.

3. Deals that once penciled at ~5% annual EBITDA growth now need 10–12% to generate the same 2.5x return over five years — Bain & Company, Global Private Equity Report 2026 (“12 is the new 5”).

The engagement

Four functions, installed to compound.

Distribution

Owned demand, built on signal, not noise.

Sales

A closing process installed to run at scale, sharpened by what every meeting teaches.

Talent

Proven closers and operators placed alongside your team, to shift workload off the founder’s desk.

AI leverage

Agentic software runs the back office, so a lean team carries more.

How we engage

We take a small number of engagements at a time, by design. Every engagement is run by the principal. It begins with a conversation and clarity.

Begin the conversation.

Request a conversation

Every conversation is confidential and without obligation.

inquiries@glenwatergroup.com