How a veteran-led cybersecurity startup built a scalable sales foundation and grew to $15K in recurring revenue in just 12 months.
Securing the First Wins
Securing the First Wins
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Client Introduction
Our client is a veteran-led, market disruptor in the cybersecurity industry. With a suite of low-cost, easy-to-deploy solutions, they help small businesses continuously monitor their networks and defend against unauthorized access. The founder, a retired military intelligence analyst with extensive red-team experience, surrounded himself with a team of seasoned intelligence professionals and Veterans who share the same mission: protect businesses from digital threats.
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The Situation
When we first engaged with the company, they had recently transitioned from IT services into cybersecurity. Their four-product suite was in alpha and beta testing across several companies, but despite positive feedback, they hadn’t yet converted interest into paying clients. Without recurring revenue, they lacked the financial stability to maintain development or scale the team. It was clear that a sales foundation needed to be built before growth could begin.
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The Issue
The leadership team excelled in technology and security expertise, but they had limited sales experience. While a detailed product roadmap guided their development, no equivalent plan existed for sales. Without clear target markets, a pricing structure, or a process to guide prospects through evaluation, the business risked stalling before it could secure a foothold. They needed a plan that would allow them to achieve their mission of protecting small businesses while also creating a path to scale across multiple markets.
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The Solution
We began by building the fundamental framework for a sustainable sales program—starting with strategy before tactics. The first step was ensuring the company knew exactly who they were selling to and at what price point. From there, we layered in the processes, tools, and partnerships that would allow them to grow beyond their immediate network.
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Pricing Strategy: We worked with DevOps to calculate true product costs—both production and service delivery—then designed a tiered subscription plan with margins large enough to fund commissions and reinvestment.
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Target Market Definition: We narrowed their focus to organizations meeting specific employee count and revenue thresholds across three key industries.
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Sales Process Mapping: With clear buyer profiles, we created a structured sales process and identified the supporting content needed to move prospects toward purchase.
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Channel Sales Model: Recognizing the power of industry relationships, we developed a multi-tiered partner program leveraging IT providers already active in their target markets.
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CRM Deployment: We configured and launched a CRM system to provide visibility, structure, and accountability.
This wasn’t just about making the first sale—it was about creating a repeatable, scalable system that could support long-term growth.
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The Outcome
The new sales framework provided a clear path forward and delivered results within the first year. For the first time, the company had both paying clients and a repeatable process for generating more. Partners began to open doors into new accounts, and leadership gained confidence that the business could scale beyond the founder’s personal network. With a strong sales foundation in place, the client was no longer in survival mode—they had a roadmap to sustainable, scalable growth.
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New Channel Partners
3
Defined Sales Lines of Effort to Extend Market Reach
$15,000
Monthly Recurring Revenue within 12 Months
Eric E.
Founder and Chief Technology Officer
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I can't be more happy with what Kevin and Time On Target have done for us. He was able to guide us in our decision making and help us avoid some major mistakes that would have set us back dramatically. He held us accountable and made sure that we were doing what needed to be done. Kevin's impact on my business far exceeded what we payed him
Have Your Built the Right Foundation to Support Growth?
Have Your Built the Right Foundation to Support Growth?
Winning your first clients doesn’t come from luck—it comes from having the right systems in place. A clear sales strategy, mapped processes, automated touchpoints, and a CRM that keeps everything visible are what transform early interest into predictable revenue. With these building blocks in place, you’re not just chasing deals—you’re building a repeatable engine for growth.