How We Built an ROI-Based Go-to-Market Strategy for a Marketing Agency
"We had the opportunity to work with Anastasiia as an external consultant at a key moment in the development of our SEO agency. Her involvement was a strategically important step.
She conducted an in-depth audit of our financial system, identified weaknesses in revenue planning and project estimation, and offered specific, actionable solutions.
Thanks to her recommendations, we've implemented a clear P&L structure, shifted to data-based decision-making, and built an ROI-driven planning model. She helped us think not just as a team with a few clients, but as a mature service business.
We sincerely recommend Anastasiia to any company that wants to improve their financial model, streamline operations, and create a stable foundation for growth."
Artem Shved
COO GrowPad
The Challenge
Growpad, a growing inbound SEO agency, was preparing to enter the European market. Despite strong client results, they faced several internal challenges:
- Pricing and estimates weren't fully aligned with the measurable value delivered to clients
- Demonstrating ROI was difficult due to the absence of a clear value framework
- The offer wasn't adapted to the expectations of the European market
- The sales process didn't clearly communicate the strategic impact of their work
- To support confident growth, Growpad needed to align their financial systems, pricing strategy, and market positioning.
Our Approach
We worked with Growpad over a 4-week sprint to bring clarity and structure to their business model. The work focused on three key areas:
1. Financial System & ROI Modeling
- Rebuilt the P&L to track profitability by service type
- Created a cost-based pricing model to calculate ROI per project
- Improved budgeting and forecasting for better planning
2. Offer & Positioning
- Restructured the client-facing offer and pitch deck
- Packaged services into clear, value-based solutions
- Clarified the scope of each package to reduce ambiguity
3. Sales & Go-to-Market
- Developed a pre-sales call template that highlights ROI and business impact
- Aligned messaging and positioning for entry into the European market
Results
- ✅ Transparent and adaptive P&L structure
- ✅ Clear understanding of service profitability and ROI
- ✅ Simplified, persuasive service packaging
- ✅ Stronger positioning for international growth
- ✅ Pre-sales slides that builds trust and supports value-based selling
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More about me
Anastasiia Zvenigorodskaia
Fractional COO | GTM & Growth for DevTools, SaaS and Open Source
- 14+ years in tech: web development and company management
- COO and co-founder background in service and tech businesses
- Expertise in operations, finance, sales alignment and team performance
- Experience working with founders and leadership teams during growth and scaling
- Business mentor for startups and early-stage leadership teams
- Speaker at European tech conferences (DevDays 2025, MadVue 2025, PragVue 2025, OpenSouthCode 2025, FutureFrontend 2026, DWX 2026)
- Open-source advocate and active contributor
Focus areas:
- go-to-market strategy and execution
- sales and marketing systems
- AI-driven and scalable growth models
