Where we stand — verified

• ~570–605 active customers · ~26,490 licences · ~25k app users. 99% AU.
• Retention is strong: 92% logo, 94–95% revenue on recent cohorts. Churn is not the problem.
• Concentration risk: top AE = 42% of ARR; top 11 customers = 50%; top 3 (Coles, Services Australia, Silver Chain) = 33%.
• Engine misaligned, not broken: ~$9M late-stage pipeline unowned, AEs run renewals instead of hunting, 28% of customers (sub-5 lic = 3% of ARR) eat a full AE's capacity.
• Pipeline $27.85M open, 45% win rate — but coverage only ~1.3× (healthy = 3–4×).
• Marketing: organic $65k avg deal vs paid $3k; Google Ads $357k/yr, conversion tracking broken.

The 6 pillars

1. Restructure the sales engine — no net hiring. 4 exits → 4 hires (NFP AE, Inside Sales, Sales Manager Aug'26, RevOps). Chanel → Senior Strategic AE; CEO interim Head of Sales to Sept'26.
2. Fix pipeline ownership. Triage every unowned deal in 7 days; auto-route in HubSpot; coverage to 3–4× by Q4. +$2–3M recovered.
3. Renewal motion, CS-owned. Move $1.44M / 181-cust book off AEs; start 90 days out; CS comp 70/30. Holds $1.32M, frees 20–30% AE time.
4. Activate expansion. Y2 cohorts expand 200–300%. Tier base + QBRs + Falcon-upgrade campaign (+$383k). $1.5–3M.
5. Self-serve / ecomm. Wizard-of-Oz backend (in-house, ~6 wks, $0 cash). Route by licence count. Reclaims ~1 AE FTE.
6. Lead-gen optimisation. Fix Google Ads tracking, shift 25% paid → SEO/content, mandatory source-tagging.

ARR build to $20M

30-day actions

• Confirm 45-customer merge map with Accounts.
• Exit CCO cleanly during probation → into Sales Manager mandate.
• Triage every $50k+ open deal — 80% of the FY27 outcome.
• Stand up RevOps; auto-route + source-tag pipeline.
• Move renewals to CS; name sponsors for top 11 accounts.
• Lock 10–15% renewal price rise (>50-lic); launch Falcon-upgrade campaign.
• Fix Google Ads conversion value; start UK rep #3 search.

Top risks

• Chanel leaves (-$1.5M): lock comp + ESOP, no forced mgmt.
• Pipeline stays 1.3× (-$2M): RevOps + Sales Manager priority.
• Wrong Head of Sales (-$1M): 6-mo bar, CEO interim cover.
• Floor: if several hit, ~$9–11M FY27 — still >1.6× growth, still net-cash-positive.