Wingman · 2021
From a category label to actionable intel, a revenue story.
+86%
homepage conversions
90%+
of revenue from inbound channels
100%
of reps hit quota, up from 78%
2×
ARR in the six months before acquisition
The challenge
Wingman was a 30-person startup trying to win deals against Gong and Chorus, rivals 50× its size. They had a product sales teams loved and a story nobody remembered. The site wasn't selling, and the founders knew it.
For a company that had to win on outcomes, every touchpoint still sold features: the homepage, the product pages, the comparison pages, the sales collateral. The job was to find the story only Wingman could tell, and then tell it everywhere.
Why it worked
- Using the customers' own language: Phrases real buyers used, like "deals at risk," "actionable," "revenue," became the site's language, so every page described the buyer's situation instead of the product category.
- One narrative across every touchpoint: Home, product, comparison, and enablement - all told the same outcome story, so a prospect landing cold and a rep following up were making the same case.
- Concede, then redirect: Admitting what the market already knew, that dashboards don't close deals and Gong is good, earned the credibility to reframe the buying criteria in Wingman's favor.
- Enablement the reps actually used: Collateral built from the same customer conversations meant sales never had to reinvent the pitch.
The product pages
Real captures, trywingman.com, January 2022. Each feature page opened on the outcome, not the feature.
- How we count
- Self-reported, corroborated by the CEO on the record and 18 Wayback snapshots.
- Source
- Internal reports · SaaS Club Podcast #341 · Inc42 · Wayback Machine