Strategic funnel and messaging overhaul for a fast-scaling SaaS
Strategic funnel and messaging overhaul for a fast-scaling SaaS
Strategic funnel and messaging overhaul for a fast-scaling SaaS
Strategic funnel and messaging overhaul for a fast-scaling SaaS
Sectors
Ops SaaS, B2B
Ops SaaS, B2B
Location
UK
UK
Client
CmdCentr
CmdCentr
Services
FUNNEL ACTIVATION, BUYER SEGMENTATION
FUNNEL ACTIVATION, BUYER SEGMENTATION
FUNNEL ACTIVATION, BUYER SEGMENTATION
Introduction
CmdCentr is a cloud-based ops management system for theme parks.
Deliverables:
Buyer Insights
Updated Messaging Framework
Funnel Fixes & Content Suggestion
Strategic Rollout Plan
Their users loved it but was it love at first sight for buyers? We helped CmdCentr understand the real-world journeys their buyers took - from first touch to final sign-off - and rebuilt the funnel to support those journeys.
The result was a comprehensive buyer activation guide which reshaped how the brand was positioned, pitched, and prioritised across the full sales funnel.
Their users loved it but was it love at first sight for buyers? We helped CmdCentr understand the real-world journeys their buyers took - from first touch to final sign-off - and rebuilt the funnel to support those journeys.
The result was a comprehensive buyer activation guide which reshaped how the brand was positioned, pitched, and prioritised across the full sales funnel.
The Challenge
“We’re great with users. Now we need to win with decision-makers”
“We’re great with users. Now we need to win with decision-makers”
CmdCentr had become a staple in day-to-day park ops for clients like Legoland Resorts, Paultons Park, and Alton Towers. Frontline teams loved it, and ride managers swore by it. Compared to existing paper processes, CmdCentr is a no brainer. But that didn't always translate to quick sales.
IT Heads, procurement, and group-level execs had more questions and new thresholds for risk.
The team had great instincts but needed clarity: Why did certain deals stall, even after strong demos, what internal blockers weren’t surfacing in sales calls, and how did different stakeholders define “value”?
Data highlighting the problem
Lost deals showed no clear objection, just silence after proposal
Champions cited difficulty “selling upwards” to non-ops leaders
Longer decision timelines when more than one department was involved.
We talked to real buyers instead of relying on hypotheses.
We talked to real buyers instead of relying on hypotheses.
CmdCentr commissioned a 6-week strategic buyer analysis, focussed on surfacing the real points of friction, not just assumptions.
CmdCentr commissioned a 6-week strategic buyer analysis, focussed on surfacing the real points of friction, not just assumptions.
Activities included:
In-depth buyer interviews (across 3 deal types and 5 regions)
Behavioural mapping of internal decision timelines (from demo to sign-off)
Friction tagging across sales stages (awareness → validation → approval)
Messaging audit across key funnel touchpoints (web, decks, email, demo, etc.)
From this, we built a full activation strategy:
Segmenting buyers not just by role, but by influence path
Designing modular journeys across the funnel
Equipping internal champions with the tools to lead the conversation
"An external viewpoint, combined with measurable evidence helped clear the fog created by anecdotal evidence and gut instinct. When we started putting the strategy into action, it helped us to unlock barriers when it came to selling CmdCentr."
"An external viewpoint, combined with measurable evidence helped clear the fog created by anecdotal evidence and gut instinct. When we started putting the strategy into action, it helped us to unlock barriers when it came to selling CmdCentr."
Buyer 01: The Runner
Overview: Moves fast, hates friction, values speed over structure.
Buyer 01: The Runner
Overview: Moves fast, hates friction, values speed over structure.
Buyer 01: The Runner
Overview: Moves fast, hates friction, values speed over structure.
Buyer 01: The Runner
Overview: Moves fast, hates friction, values speed over structure.
Buyer 02: The Bridge
Overview: Between people and process, wants things to feel human.
Buyer 03: The Checkpoint
Overview: Quietly gatekeeps, trusts what’s simple and proven.
Key Insight 1
There isn’t one buyer journey. There are three, and they often contradict each other.
CmdCentr’s early success hinged on clarity: a single, confident product story. However, when we analysed how real decisions were made, a different picture emerged, and it was one that was fractured, asynchronous, and sometimes adversarial.
We surfaced three behavioural buyer types across deals:
Buyer Type
The Runner
The Checkpoint
The Bridge
Primary Focus
Stay light. Avoid tool overload. Keep motion smooth.
Connect people and flows. Spot what’s slipping.
Quiet the noise. Avoid exposure. Stay policy-safe.
Core Anxiety
Getting stuck with messes and additional work.
Losing grip. “Where did that go?” moments.
Disruption risk, misalignment with IT policy.
Purchase Role
Frequent user, loudest internal voice.
Evaluator + internal translator
Budget holder + enterprise sponsor.
Implication: The same product feature entered entirely different conversations depending on who noticed it first.
Example: “Predictive Shift Planner”:
The Runner: “It stops things backing up when it gets busy.”
The Checkpoint: “It shows me where staffing is failing silently.”
The Bridge: “It shows I’ve covered our bases, without more reports.”
Key Insight 2
Messaging wasn’t weak, but it was often miscalibrated.
CmdCentr's materials were overly comprehensive, covering every feature that the system offered. They also assumed every buyer had the same problems and definitions of success. What was missing was clear, intentional shifts in messaging to match each stakeholder’s real needs and lens.
We introduced a structured messaging system, layered by buyer mindset.
Example messaging system:
Tier
Day-to-Day Logic
Team-Level Leverage
Organisational Safety
Focus Area
Daily pain relief, hands-on utility
Team performance, compliance clarity
Brand protection, audit risk, scale
Role It Plays
Hooks attention from users and influencers
Frames the ‘why now’ for managers and evaluators
Justifies spend and unlocks budget holder support
Example Messaging
“Skip paper logs: record tasks in under 10 seconds.”
“Fewer missed checks. Fewer backlogs. Happier staff.”
“Prove readiness. Reduce incident liability group-wide.”
Implication: Different minds needed different proof.
For example, mobile incident reporting had three distinct stories depending on the buyer’s situation:
Day-to-Day Logic: “I can report issues before the next team takes over.”
Team-Level Leverage: “Managers get flagged early, so small issues don’t snowball.”
Organisational Safety: “There’s a documented response trail for every safety event.”
Old copy focussed heavily on the interface:
“All your checks and tasks in one real-time dashboard.”
We restructured with tiered logic:
Day-to-Day: “No more printing out checklists.”
Team-Level: “Track who did what, and when.”
Org-Level: “Standardise protocols across all sites, with proof of action.”
Messaging Priority
We prioritised our messaging based on what buyers wanted.
We ran a series of audits and workshops to assess how important each feature and asset was to each buyer type, as well as how competitive and effective CmdCentr is in delivering them.
This ensures not only do we show the right things to the right people, but we push areas in which we can compete and win.
Example Buyer Value Matrix (The Runner):
Profile: Shift Lead, Grounds Coordinator, Ops Floor Manager
CmdCentr Rating
Auto-flagged Readiness Status Live Staff Locator Map Morning Prep Countdown Bar SmartShift Roster Tips Auto-Mute Completed Checks Incident Memory Builder QuickPin Notes on Faults Locker Room Digital Boards Tap-to-Coach Popups
CmdCentr Rating
★★★★★
★★★★☆
★★★★☆
★★★☆☆
★★★★☆
★★★☆☆
★★☆☆☆
★★☆☆☆
★☆☆☆☆
Buyer Priority
★★★★★
★★★★★
★★★★☆
★★★☆☆
★★☆☆☆
★★☆☆☆
★★★☆☆
★☆☆☆☆
★☆☆☆☆
Buyer Match
High
High
Medium–High
Medium
Low–Medium
Low
Low–Medium
Low
Low
Implication: “Tactical Enablers don’t want software that manages them. Instead, they want software that gets out of the way.”
Implication: “Tactical Enablers don’t want software that manages them. Instead, they want software that gets out of the way.”
Funnel Gap Analysis
The conversion gap wasn’t about objections, it was about hesitation. We needed to address blockers at every stage.
CmdCentr’s team was hearing positive signals in early calls and demos, but too many deals still fizzled out without a clear “no.” We wanted to understand why. So we mapped each stage of the buyer journey and tagged the moments where things stalled, slowed, or silently dropped off.
What we found was that friction didn’t just sit in one place. It surfaced at different times for different stakeholders.
Example Conversion Funnel Analysis (Strategic Unblocker):
Example Conversion Funnel Analysis (Strategic Unblocker):
This buyer type wasn’t looking to use CmdCentr; they were looking to justify it. We needed to remove blockers.
Awareness
Passive gatekeeper scanning for risks.
“Ops-friendly” positioning didn’t always resonate
Needed early signals of compliance alignment and brand safety
Overlooked in early campaigns: messaging skewed to day-to-day users
Consideration
Internal sounding board, not yet a vocal advocate
Case studies were feature-led, not risk- or ROI-led
Champions lacked collateral to answer exec-level questions
A one-size-fits-all demo deck didn't always 'click' for buyers
Decision
Budget unblocker and final sign-off influence
Procurement materials weren't concise enough for the time-stretched
ROI narratives didn’t match their board-level concerns
Peer validation evidence wasn't front and centre
What we delivered
What we delivered
Buyer Insights
Buyer Insights
We interviewed 16 recent buyers and mapped how they made decisions.
What really triggered the buying journey
Where deals got stuck
What different buyers needed to hear (and when)
Updated Messaging Framework
We rewrote CmdCentr’s core messages around real buyer priorities:
Key concerns and goals
Value messaging they’d actually respond to
Specific examples to use in decks, emails, and the website
Funnel Fixes & Content Suggestions
We reviewed CmdCentr’s homepage, pitch decks, emails, and sales materials:
How to restructure the homepage around buyer journeys
Where to add proof points and language that builds trust
New content ideas like an “Approvals Toolkit” or better ROI slides
Strategic Rollout Plan
Finally, we created a 3-phase plan so the team could improve things without needing a total rebuild:
What to fix first (e.g. homepage copy, pitch deck slides)
What to build next (e.g. new email flows, demo structure)
What to think about longer-term (e.g. better CMS setup for buyer-targeted content)
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
Owen Jones, Product Director, CmdCentr
Want to work with us?
Want to work with us?
Want to work with us?
Want to work with us?
Book a free consultation
We’ll walk through what you’re working on and where we might add value.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.
Strategic funnel and messaging overhaul for a fast-scaling SaaS
Sectors
Ops SaaS, B2B
Location
UK
Client
CmdCentr
Services
FUNNEL ACTIVATION, BUYER SEGMENTATION
Introduction
CmdCentr is a cloud-based ops management system for theme parks.
Deliverables:
Buyer Insights
Updated Messaging Framework
Funnel Fixes & Content Suggestion
Strategic Rollout Plan
Their users loved it but was it love at first sight for buyers? We helped CmdCentr understand the real-world journeys their buyers took - from first touch to final sign-off - and rebuilt the funnel to support those journeys.
The result was a comprehensive buyer activation guide which reshaped how the brand was positioned, pitched, and prioritised across the full sales funnel.
The Challenge
“We’re great with users. Now we need to win with decision-makers”
CmdCentr had become a staple in day-to-day park ops for clients like Legoland Resorts, Paultons Park, and Alton Towers. Frontline teams loved it, and ride managers swore by it. Compared to existing paper processes, CmdCentr is a no brainer. But that didn't always translate to quick sales.
IT Heads, procurement, and group-level execs had more questions and new thresholds for risk.
The team had great instincts but needed clarity: Why did certain deals stall, even after strong demos, what internal blockers weren’t surfacing in sales calls, and how did different stakeholders define “value”?
Data highlighting the problem
Lost deals showed no clear objection, just silence after proposal
Champions cited difficulty “selling upwards” to non-ops leaders
Longer decision timelines when more than one department was involved.
We talked to real buyers instead of relying on hypotheses.
CmdCentr commissioned a 6-week strategic buyer analysis, focussed on surfacing the real points of friction, not just assumptions.
Activities included:
In-depth buyer interviews (across 3 deal types and 5 regions)
Behavioural mapping of internal decision timelines (from demo to sign-off)
Friction tagging across sales stages (awareness → validation → approval)
Messaging audit across key funnel touchpoints (web, decks, email, demo, etc.)
From this, we built a full activation strategy:
Segmenting buyers not just by role, but by influence path
Designing modular journeys across the funnel
Equipping internal champions with the tools to lead the conversation
"An external viewpoint, combined with measurable evidence helped clear the fog created by anecdotal evidence and gut instinct. When we started putting the strategy into action, it helped us to unlock barriers when it came to selling CmdCentr."
Buyer 01: The Runner
Overview: Moves fast, hates friction, values speed over structure.
Buyer 02: The Bridge
Overview: Between people and process, wants things to feel human.
Buyer 03: The Checkpoint
Overview: Quietly gatekeeps, trusts what’s simple and proven.
Key Insight 1
There isn’t one buyer journey. There are three, and they often contradict each other.
CmdCentr’s early success hinged on clarity: a single, confident product story. However, when we analysed how real decisions were made, a different picture emerged, and it was one that was fractured, asynchronous, and sometimes adversarial.
We surfaced three behavioural buyer types across deals:
Buyer Type
The Runner
The Checkpoint
The Bridge
Primary Focus
Stay light. Avoid tool overload. Keep motion smooth.
Connect people and flows. Spot what’s slipping.
Quiet the noise. Avoid exposure. Stay policy-safe.
Core Anxiety
Getting stuck with messes and additional work.
Losing grip. “Where did that go?” moments.
Disruption risk, misalignment with IT policy.
Purchase Role
Frequent user, loudest internal voice.
Evaluator + internal translator
Budget holder + enterprise sponsor.
Implication: The same product feature entered entirely different conversations depending on who noticed it first.
Example: “Predictive Shift Planner”:
The Runner: “It stops things backing up when it gets busy.”
The Checkpoint: “It shows me where staffing is failing silently.”
The Bridge: “It shows I’ve covered our bases, without more reports.”
Key Insight 2
Messaging wasn’t weak, but it was often miscalibrated.
CmdCentr's materials were overly comprehensive, covering every feature that the system offered. They also assumed every buyer had the same problems and definitions of success. What was missing was clear, intentional shifts in messaging to match each stakeholder’s real needs and lens.
We introduced a structured messaging system, layered by buyer mindset.
Example messaging system:
Tier
Day-to-Day Logic
Team-Level Leverage
Organisational Safety
Focus Area
Daily pain relief, hands-on utility
Team performance, compliance clarity
Brand protection, audit risk, scale
Role It Plays
Hooks attention from users and influencers
Frames the ‘why now’ for managers and evaluators
Justifies spend and unlocks budget holder support
Example Messaging
“Skip paper logs: record tasks in under 10 seconds.”
“Fewer missed checks. Fewer backlogs. Happier staff.”
“Prove readiness. Reduce incident liability group-wide.”
Implication: Different minds needed different proof.
For example, mobile incident reporting had three distinct stories depending on the buyer’s situation:
Day-to-Day Logic: “I can report issues before the next team takes over.”
Team-Level Leverage: “Managers get flagged early, so small issues don’t snowball.”
Organisational Safety: “There’s a documented response trail for every safety event.”
Old copy focussed heavily on the interface:
“All your checks and tasks in one real-time dashboard.”
We restructured with tiered logic:
Day-to-Day: “No more printing out checklists.”
Team-Level: “Track who did what, and when.”
Org-Level: “Standardise protocols across all sites, with proof of action.”
Messaging Priority
We prioritised our messaging based on what buyers wanted.
We ran a series of audits and workshops to assess how important each feature and asset was to each buyer type, as well as how competitive and effective CmdCentr is in delivering them.
This ensures not only do we show the right things to the right people, but we push areas in which we can compete and win.
Example Buyer Value Matrix (The Runner):
Profile: Shift Lead, Grounds Coordinator, Ops Floor Manager
CmdCentr Rating
Auto-flagged Readiness Status Live Staff Locator Map Morning Prep Countdown Bar SmartShift Roster Tips Auto-Mute Completed Checks Incident Memory Builder QuickPin Notes on Faults Locker Room Digital Boards Tap-to-Coach Popups
CmdCentr Rating
★★★★★
★★★★☆
★★★★☆
★★★☆☆
★★★★☆
★★★☆☆
★★☆☆☆
★★☆☆☆
★☆☆☆☆
Buyer Priority
★★★★★
★★★★★
★★★★☆
★★★☆☆
★★☆☆☆
★★☆☆☆
★★★☆☆
★☆☆☆☆
★☆☆☆☆
Buyer Match
High
High
Medium–High
Medium
Low–Medium
Low
Low–Medium
Low
Low
Implication: “Tactical Enablers don’t want software that manages them. Instead, they want software that gets out of the way.”
Funnel Gap Analysis
The conversion gap wasn’t about objections, it was about hesitation. We needed to address blockers at every stage.
CmdCentr’s team was hearing positive signals in early calls and demos, but too many deals still fizzled out without a clear “no.” We wanted to understand why. So we mapped each stage of the buyer journey and tagged the moments where things stalled, slowed, or silently dropped off.
What we found was that friction didn’t just sit in one place. It surfaced at different times for different stakeholders.
Example Conversion Funnel Analysis (Strategic Unblocker):
This buyer type wasn’t looking to use CmdCentr; they were looking to justify it. We needed to remove blockers.
Awareness
Passive gatekeeper scanning for risks.
“Ops-friendly” positioning didn’t always resonate
Needed early signals of compliance alignment and brand safety
Overlooked in early campaigns: messaging skewed to day-to-day users
Consideration
Internal sounding board, not yet a vocal advocate
Case studies were feature-led, not risk- or ROI-led
Champions lacked collateral to answer exec-level questions
A one-size-fits-all demo deck didn't always 'click' for buyers
Decision
Budget unblocker and final sign-off influence
Procurement materials weren't concise enough for the time-stretched
ROI narratives didn’t match their board-level concerns
Peer validation evidence wasn't front and centre
What we delivered
Buyer Insights
We interviewed 16 recent buyers and mapped how they made decisions.
What really triggered the buying journey
Where deals got stuck
What different buyers needed to hear (and when)
Updated Messaging Framework
We rewrote CmdCentr’s core messages around real buyer priorities:
Key concerns and goals
Value messaging they’d actually respond to
Specific examples to use in decks, emails, and the website
Funnel Fixes & Content Suggestions
We reviewed CmdCentr’s homepage, pitch decks, emails, and sales materials:
How to restructure the homepage around buyer journeys
Where to add proof points and language that builds trust
New content ideas like an “Approvals Toolkit” or better ROI slides
Strategic Rollout Plan
Finally, we created a 3-phase plan so the team could improve things without needing a total rebuild:
What to fix first (e.g. homepage copy, pitch deck slides)
What to build next (e.g. new email flows, demo structure)
What to think about longer-term (e.g. better CMS setup for buyer-targeted content)
“Now we know exactly what to say, when to say it, and who needs to hear it, and we’re actually using it. It’s brought real team-wide alignment.”
Owen Jones, Product Director, CmdCentr
Book a free consultation
We’ll walk through what you’re working on and where we might add value.
Find out what we can do for you.
Stay up to date with insights, news, and marketing tips.
Ⓒ Michael Orson-Rodriguez 2026. All rights reserved.