Growth Plan For Cam & the team at Zertain / ExecLenz

How to build a predictable product revenue engine generating $1.5-2 million in new ARR in the next 12 months

without relying on founder network and referral dependency.

  • Recently built four AI governance and automation products under the Exec Lens brand, now being separated from the professional services business.
  • Product business is 2 months old and already generating multiple six figures through founder network and direct referrals, including deployments with ASX-listed construction firms, the largest aged care and disability provider in Australia, and major US financial institutions.
  • ~30 established clients currently billing $4.5-5 million annually through the Zertain professional services arm, which is funding the product launch.
  • No prior product marketing function or dedicated go-to-market team; founder currently handles all sales, strategy, and business development alongside a lean marketing team.

  • Primary target: regulated mid-market enterprises from 100-5,000 employees, typically $5-50 million in revenue.
  • Ideal buyers: CIOs, Heads of AI, and business executives who understand AI is critical but cannot operationalise it beyond sporadic pilot projects and “agents sprawl.”
  • Strong enterprise references already established, including a Saudi sovereign wealth fund engagement and two major US financial institutions that moved straight to pricing after initial demos.
  • 4 IT MSP partners have begun white-labelling and reselling products to their existing client bases, creating an early channel motion.

🎯 Generate $1.5-2 million in standalone product ARR within the next 12 months, with a stretch target of $2.5-3 million.

  • Launch formal go-to-market playbook, product positioning, and direct-response acquisition funnel within the next 30 days.
  • Transition from founder-dependent referral sales to a predictable, scalable acquisition channel that operates independently of Cam’s personal network.
  • Establish Exec Lens as the category leader in enterprise AI governance and automation before the current 12-month competitive window closes.
  • Build referenceable case studies across multi-product bundle deployments to support larger enterprise deals and channel partner enablement.

  • No existing outbound or paid acquisition infrastructure; 100% of product revenue to date has come through direct founder relationships and consultant introductions.
  • Product brand assets, one-pagers, personas, and messaging are still being developed, meaning the go-to-market foundation is being written in real time.
  • Team structure is extremely lean: founder handling sales and strategy, one marketing administrator, and one marketing director focused on brand and messaging.
  • Sales process is effective but founder-dependent; there is no systematised path for non-founder salespeople to qualify, propose, and close without deep technical involvement.
  • Market timing is critical: AI adoption is accelerating and every business has governance gaps, but competitors are moving fast and the first-mover advantage may not last beyond 12 months.
  • Current lead generation is limited to “who we know”; there is no reliable mechanism to reach net-new prospects at scale.

Static Shift Journey began in 2011

✅ +30% net profit for a villa rental business

✅ +45% SEO sales for a manufacturing firm

29 New Opportunities ($2.7 Million in Marketing Qualified Pipeline) in 3 weeks

72 New Opportunities ($1 Million in Marketing Qualified Pipeline) in 3 weeks

33 New Opportunities ($600K in Marketing Qualified Pipeline) in 1 week

✅ 4 high-value business advisory clients in the first 90 days

✅ 42+ qualified meetings in 45 days for a referral-reliant firm

✅ 153 qualified meetings in 8 weeks across multiple professional services verticals

Paused due to too many proposals (Managed Services & AI)


➡️ D&A + AI Company: From referral-only growth to multiple high-value proposals in 2 months

A specialist AI company had previously never landed business through cold marketing and was completely reliant on referrals.

We built out their frontend and backend offer in a way specifically for a cold audience. Created their whole funnel from ads → discovery call scripts → proposal template →

The campaign created a path from cold attention into serious sales conversations, paid upfront implementation work, and ongoing retainer opportunities.

First 2 months = 3 proposals and 3 yeses for $19K upfront pilot project.

Each client then moving into a $3K-$11K/month retainer, depending on speed of implementation

✅ Predictable Product Pipeline. 

Transform from founder-dependent referral selling to a consistent flow of qualified decision-maker meetings across Australia and the US, generated through a dedicated Meta acquisition engine rather than network availability.

✅ Productised Go-to-Market System. 

Install a complete positioning and messaging framework for the four-product Exec Lens suite, including direct-response ad creative, landing pages, and qualification funnels specifically engineered for mid-market AI buyers scrolling outside office hours.

✅ Scalable Sales Infrastructure. 

Build scripted sales processes and backend warm-up assets that allow non-founder salespeople to confidently present, propose, and close product deals without requiring Cam’s direct involvement on every call.

✅ Accelerated Revenue Achievement. 

Replace the current $200,000 product run rate with a systematic path to $1.5-2 million in new product ARR within 12 months, with clear milestones and pipeline visibility to support valuation and investor conversations.

✅ Competitive Window Capture. 

Move fast enough to dominate the enterprise AI governance category while competitors are still tinkering with isolated pilots, establishing Exec Lens as the default platform before the market commoditises.

✅ Complete Asset Ownership. 

Retain full ownership of all ads, videos, scripts, and funnel assets built during the engagement, creating a permanent marketing and sales infrastructure that remains with the business regardless of future agency relationships.

We apply a proven client acquisition system designed for B2B service firms — built to generate consistent growth, without relying on referrals or client-led expansion.

A High-Intent, High-Trust Core Entry Offer

Everything downstream (ads, conversations, conversion) only works if the offer does the heavy lifting. We start by engineering a high-trust, magnetic offer that speaks directly to decision-makers and gives them a clear reason to act now.

What typically holds firms back

  • Built for referrals, not cold buyers (no clear why now / why this)
  • Too hard to explain fast (buyers switch off)
  • No commercial driver (not tied to risk, cost, or upside)
  • No proof or buyer language (sounds theoretical)

What we do instead

→ Acquisition Offer Workshop + Custom Scaling Strategy

Your prospects want to buy a transformation. That’s what we aim to do here. Create an offer that is what they need to achieve their goals using your existing service as the vehicle.

  • We map out exactly how your target client looks, so we don’t bring in just any generic prospects, but the ones that will make you the most money.
  • We then sit down to review all of the data and build a custom strategy, messaging angles, copy etc. for your business to reach the revenue & profit goals you have in the shortest period of time possible.
  • Market intelligence: We sift through unfiltered buyer conversations (forums, communities, Reddit/peer groups) plus industry reports/benchmarks to identify the real pain points, desires, triggers, and the exact language buyers use.
  • Client-led proof: We help you gather and shape case studies by extracting outcomes from your best clients and turning them into simple, credible proof points.
  • Offer architecture: We package the entry offer so it attracts owner-level decision-makers, filters out low-intent prospects, and naturally leads into higher-value services over time.

Outcome

We leave this phase understanding your business perfectly, being able to now build the Acquisition Engine, Ads, Copy, Funnel and Sales Assets for you.

All around a clear, proof-backed offer that feels immediately relevant to the right buyers – and repels tire-kickers before they ever book a call.

You stop sounding like a “nice to have”.
You start sounding like a must-have business partner

Generate Qualified High-Intent Demand with Paid Acquisition

Once the offer is sharp, ads become a force multiplier. We use paid ads to systematically put that offer in front of the right people and drive them into conversations.

What typically holds firms back

  • Running ads to generic services instead of a tight offer
  • Optimising for leads instead of booked conversations
  • Letting everyone through (competitors + tire-kickers)
  • Judging success by vanity metrics (clicks, impressions)

What we do instead

  • Build offer-led ad campaigns designed to create intent, not just traffic
  • Drive prospects toward booked calls (not long nurture funnels)
  • Use intent-based filtering in messaging and flow so only high-fit buyers progress
  • Optimise based on deal quality and outcomes, not volume

Why Meta? → It’s fast, relatively cheap and scalable. But only if the funnel is built to filter, not just to attract.

→ Fully Done-For-You Funnel Strategy, Copywriting and Build-Out

Right after the Acquisition Offer Workshop, we sit down do build a custom acquisition funnel for you. Looking at what’s currently working for our other clients and ourselves and how we take what only you can say and your unique positioning to it.

So that we build a funnel that leverages everything that’s proven by others while still being completely unique because of the things that only you can say.

  • We create your messaging angles and write copy for the first 7-15 ads we launch with
  • We professionally create 7-15 ad creatives based on current best performers
  • We do the entire tech setup, tracking and CRM integration, so you have complete data
  • We write your Landing Page, script any necessary assets and handle all post-production
  • Social Proof Engineering – we position your current client results
  • You then get a 20min Loom walking you through everything in detail, so you know the logic behind every decision and every piece of copy.
  • Plus a Funnel Review Call, where we show you everything in detail, explain why we took each decision and answer all your questions.

→ Campaign Optimisation & Scaling + Weekly Strategy Call

We do not optimise for clicks. We do not optimise for impressions. We do not celebrate a low cost-per-lead if the lead is never going to buy.

We optimise for qualified conversations. That means creative, copy, targeting, and form qualification all work together to repel the wrong people before they ever reach you.

If an ad angle is bringing in unqualified leads, we drop it. If a targeting stack is letting competitors through, we tighten it. We treat your ad spend as a conversation-buying system, not a traffic-buying system.

→ Your Fully Trained Sales Development Rep on our expense

Show-up rate in marketing is becoming a bigger and bigger issue with time…

There is a lot of work and skill that needs to go into converting interested prospects into booked and attended calls (more so when dealing with CEOs and other decision-makers).

Your dedicated Sales Development Rep handles the entire transition: chasing up leads, qualifying for intent and authority, protecting your calendar from low-fit prospects, and booking only conversations worth having.

  • Qualifying for decision-making authority, budget fit, and real intent before a call is ever booked
  • Handling objections and no-shows so your show-up rate stays high
  • Filtering out competitors, tire-kickers, and prospects who are not ready so you only speak to qualified opportunities

Outcome: A predictable stream of inbound conversations with decision-makers who already understand why they’re booking and what they want solved.

Outcome

A predictable pipeline, being consistently filled with high-intent, qualified decision-makers

Driving demand only works if the right conversations convert.

We help you turn qualified inbound calls into high-value clients by tightening how sales conversations are run — so decisions happen faster and with less friction.

What typically holds firms back

  • Treating inbound like referrals (assuming trust/context that isn’t there)
  • Over-explaining on the call (momentum dies)
  • Vague next steps (good fits stall)
  • Selling services instead of outcomes (hard to justify internally)

What we do instead

We engineer a sales process specifically for prospects who do not know you yet. One that creates trust fast, surfaces urgency, and filters hard so your team only spends time on deals that will close.

  • We give your team a unique consultative sales process framework that diagnoses before it pitches. The goal is not to be liked. The goal is to understand their current state, desired state, obstacles, and cost of inaction so completely that the prospect feels the problem before you offer the solution.
  • Develop custom sales scripts, sales decks, training, and coaching for your team. Built for your specific offer and the cold buyer psychology we mapped in the offer engineering phase.
    Includes post-meeting emails, proposal structure, and objection handling that assumes the prospect is still comparing you to two other options.
  • 1-1 Sales coaching workshop with you/your sales team on the new sales process, properly identifying cost of inaction and crafting compelling proposals that create internal champions and speed up sales velocity.
  • Reviewing Discovery and Sales Calls to give feedback to your team and to learn about the people we are targeting. Making adjustments in campaigns and testing again in a closed feedback loop.
  • Pipeline auditing and management. We use checkpoints to disqualify prospects that will never buy. This eliminates the tyre kickers! If you don’t do this, you end up with a massive pipeline of ‘maybe’ and not enough ‘yes’. We do this along side with you, helping you implement our rules and processes to increase efficiency and let the Sales Lead focus on what’s highest leverage.
  • Making the Sales Process a documented and standardised machine. You stop relying on individual charisma and start relying on a system that works whether you are in the room or not. Making it replicable and scalable across more reps with less ramp-up time.

Outcome:

  • Higher conversion rates across all pipeline stages because the process matches the psychology of cold buyers, not just warm intros
  • Shorter sales cycles through more efficient pipeline management and clearer disqualification
  • Heavy hitting sales assets to boost conversions and deliver value at scale
  • A process that ensures high conversion rates instead of relying on individual performance of sales reps or your personal network

Example of what that changes

In the first 3 weeks of partnering with a client, we revamped their entire sales process

  • discovery call scripts
  • post-meeting emails
  • custom proposal
  • customised their offer to 10x the value (they are now offering this VIP experience as an upsell to everyone)
  • sales coaching

and helped them sign a deal with ANZ for double their highest initial engagement ($90k → $190k)

12 months later they signed for another $190k. This engagement is expected to result in a Lifetime value of $1M+

We don’t ever want to be considered a supplier of services. We want to be your trusted growth partner. Someone who thinks like a business-owner about your business. The goal isn’t a short spike. It’s a compounding system that grows without relying on the founder’s network and supports long-term enterprise value.

What typically holds firms back

  • Growth tied to the founder’s time and relationships
  • Chasing volume over client quality
  • No connection between marketing activity and valuation outcomes
  • Inconsistent execution over time

What we do instead

  • Optimise for client quality, lifetime value, and expansion potential
  • Feed learnings from ads + calls + closed deals back into messaging and offer (compounding performance)
  • Build consistency so pipeline doesn’t rely on “being out there” personally
  • Align growth to valuation levers: margin, recurring quality, scalability
  • Look for other opportunities for growth (for example upsell campaigns to existing clients, or re-engaging old clients with new offers)

Outcome

A durable engine that consistently brings in the right clients, supports key revenue thresholds, and increases valuation – without burning founder time.

1. Invoice & Agreement

A simple 3-page agreement covering what we do, what it costs and terms. Invoice sent. You can be onboarded within 48hours.

2. Kickoff call

Walk you through the next 4 weeks, and exactly what we need from you so you’ve got complete clarity of what’s ahead. Gather the inputs we need to start market research.

3. Develop your Magnetic offer & Funnel (3-5 days after kickoff)

90 minute Magnetic offer workshop with you. We build out your offer and gather everything from what you do and your unique value to write ads that are likely to perform right out the gate.
1 week later we present that to you in a Funnel review call so you’ve seen exactly what will run and why.

4. Sales & Marketing Alignment

We build the sales process and scripts. Then run a 90-min working session with whoever takes the calls. Qualification criteria, call structure and objection patterns. Custom proposal template using our proven framework that converts cold traffic.

5. Launch Ads + Ongoing Pipeline Generation & Scaling

Launch your ads. Weekly optimisation. Daily appointment setting to book more meetings and qualify calls. Weekly call with transparent reporting on cost-per-opportunity. Monthly strategic review.

Your total time commitment

  • ~2 hours in the first week
  • ~60-90 mins in the second
  • + Time spent speaking with actual prospects

What’s Included

✅ Meta ads strategy and campaign build
✅ Ongoing copywriting and creative testing
✅ Landing page or lead form setup
✅ Sales Development Rep (SDR) to follow up with leads and book appointments
✅ Sales scripts, call coaching, and proposal support
✅ AI tools to write tailored proposals from call transcripts
✅ Nurture emails to re-engage leads who don’t book
✅ Market research to find what your buyers care about
✅ Case studies and short videos to build trust & pre-educate prospects
✅ Weekly performance reviews and campaign updates

Option 1

Split Payments

  • $6,800 One-time Set-up & Initiation Fee
  • $4,550/month

Option 2

Discounted 3 month Prepayment

  • $17,450 for 3 month partnership

($3,000 discount / 17% discount)

  • Recommended ad spend: $4,000-$5,000 a month (paid directly to Meta)
  • Performance bonus:
    After the directly attributable total revenue collected passes $200k, we start earning a 7% revenue share on cash collected.

    Meaning if we bring you $1M in revenue in the first year, we get additional ~$56k as performance revenue share.

    Capped at only first 12 months client LTV, not the entire lifetime of the account.

    Only in the duration of our partnership, the rev share disappears the moment we stop working together.

    This keeps incentives aligned and allows us to re-invest resources in scaling your business.
  • You own the messaging, the creatives, campaigns, funnel, qualification flow, and the sales framework.
  • Your campaigns, audiences, pixel data and tracking live in your own accounts, we just operate it.
  • After 3 months you can continue in-house or keep scaling with us in a base + performance model

90 day Performance Moneyback Guarantee

If we fail to provide you with a minimum of 20 qualified opportunities with ideal prospects, we refund you proportionally all of our fees.

Qualified opportunity = a showed up call with a company that fits your ICP

= If this doesn’t work at all, you get a full refund + keep everything we provided for free + You can walkaway from the agreement

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