80% of cold calls were going to companies that could never buy.

Quovant's CEO was fully committed to lead generation — this was not a case of underinvestment. The company paid $10–15K a month for a power-dialer so reps could self-serve cold calling: building their own lists, loading Salesforce themselves, and dialing for hours every day.

The catch was the market itself. Quovant sold into in-house legal counsel, and a viable target had to spend roughly $5M+ a year on outside counsel — a small, finite market where weeding out targets matters as much as qualifying the good ones. Nobody had done that data work up front. The dialer didn't fix the miss; it accelerated it.

Growth Orbit's assessment counted the real market and matched Salesforce against it — the coverage-gap analysis that has since become the standing first move. The findings above reframed the problem from "call harder" to "govern who gets called." From there the engagement grew into a comprehensive sales-effectiveness redesign: a sales process aligned to how legal-operations buyers actually purchase, and a value assessment that gave reps a reason to be in the room.

A governed view of a finite market, a sales motion aligned to it, and — ultimately — Quovant's acquisition by Miratech. The guide builds the system; the client owns the outcome. In this case the outcome was the investors' exit.