Sales & Marketing Management: How to Scale a Modern SaaS Business and Build a Sales Forecasting Machine Inside a Century-Old Legacy Consultancy

The article explains how GHD Digital, a SaaS business operating within a century-old consulting firm, successfully scaled its sales organization and built a reliable sales forecasting engine. When leadership joined, the company lacked a clear go-to-market strategy, defined sales roles, and a consistent sales process. Forecasting was unreliable and sales efforts focused too heavily on product features rather than customer value. To address this, GHD Digital adopted a value-based selling approach, restructured sales roles, created a dedicated SDR team, and aligned compensation with SaaS growth goals. Leadership also standardized sales language and processes across teams to improve consistency and accountability. By focusing on customer business problems, pipeline quality improved and forecasting became more predictable. These changes led to significant revenue growth and stronger internal alignment. The article highlights that accurate forecasting comes from disciplined execution, shared methodology, and a customer-centric sales strategy rather than legacy habits.

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