EpiGrowth

Developing industry-focused positioning and hands-on sales execution for a Salesforce consulting firm’s next phase of growth.

EpiGrowth is a Salesforce consulting firm led by a senior team with decades of experience delivering CRM solutions across industries. Historically, the company built its reputation serving various organizations across industries. By early 2025, EpiGrowth sought to expand its focus in specialized commercial verticals – specifically Legal, BioTech, and High Tech – to diversify its client base and accelerate growth. Monument Four was engaged from April through late 2025 as the strategist and executor of this initiative, functioning as an embedded account executive and go-to-market partner. What follows is a case study of that engagement, highlighting the challenges, approach, and outcomes of Monument Four’s work with EpiGrowth.

Challenge

EpiGrowth’s challenge was both strategic and operational. Strategically, the firm needed to strengthen its public-facing story for industry verticals where it had strong prior work experiences but lacked brand recognition. Its success with clients delivering more than 500+ projects had not yet translated into credibility in sectors like legal services, life sciences, or tech startups. Each of these verticals presented unique needs and skeptical audiences and a generic “one-size-fits-all” sales pitch would not suffice. EpiGrowth had to articulate distinct value propositions for legal, biotech, and high-tech prospects, addressing the specific pain points of each industry while avoiding empty marketing speak. For example, law firms and in-house legal teams require assurance of workflow efficiency; biotech companies care about supporting complex go-to-market processes; high-tech firms demand scalable solutions that keep pace with rapid growth. Crafting messaging that truly resonated with each sector was a fundamental hurdle.

Operationally, EpiGrowth lacked an in-house sales and marketing engine dedicated to business development in these new verticals. The company’s leadership and delivery teams were focused on serving existing clients, with limited bandwidth to run targeted outreach campaigns or nurture new pipelines from scratch. This meant that even if strong messaging were developed, there was the practical question of who would execute it. Moreover, timing was a factor – the engagement’s window was narrow, and the looming Dreamforce conference (Salesforce’s annual flagship event) presented both an opportunity and a deadline to show progress. EpiGrowth needed to ramp up quickly, embedding effective sales processes without the luxury of a long onboarding. The overall challenge was clear: how to rapidly stand up a tailored go-to-market program in targeted industries, with limited internal capacity, while maintaining the firm’s credibility and quality.

Approach

Monument Four approached the EpiGrowth engagement as an integrated go-to-market and sales activation program rather than a set of isolated deliverables. The strategy was grounded in systems thinking: every activity – from messaging to outreach to pipeline tracking – was designed to reinforce one another and to be scalable beyond the initial engagement. Working closely with EpiGrowth’s leadership, Monument Four balanced high-level positioning work with on-the-ground sales execution. Key components of the approach included a focused messaging strategy for each vertical, the development of targeted sales collateral and outreach plans, and hands-on execution of business development as a fractional account executive.

Messaging Strategy for New Verticals

The first priority was defining market positioning and messaging that would genuinely speak to decision-makers in Legal, BioTech, and High Tech. Monument Four conducted domain research and discovery sessions with EpiGrowth’s team to pinpoint the needs and terminology of each sector. The result was a distinct messaging framework for each vertical, moving away from generic value statements to industry-specific narratives. For example, in the Legal sector, the messaging emphasized operational efficiency and oversight for legal teams – highlighting how CRM solutions can streamline case intake, improve workflow transparency, and maintain compliance, thereby freeing attorneys for higher-value work. For Biotech and Med-Tech organizations, the story centered on accelerating growth by tightening the lead-to-launch process and leveraging data for strategic insights – positioning EpiGrowth’s expertise and Salesforce as a tool to streamline complex sales cycles, support product launches, and integrate analytics for data-driven decisions. In the High Tech industry, where companies scale quickly, the messaging focused on agility and integration: EpiGrowth’s new pitch described optimizing Salesforce for speed and efficiency, with automation and 360-degree customer analytics that help tech firms drive pipeline and customer expansion without missing a beat. Each vertical’s value proposition was tailored with precision. Monument Four ensured that the language, examples, and tone for each industry felt authentic and informed, rather than repurposed from a generic playbook. This clarity in positioning laid the groundwork for all subsequent outreach and sales materials.

Sales Collateral and Outreach Development

With the messaging defined, Monument Four next developed the sales collateral and outreach strategy needed to engage prospects in each vertical. This meant creating new, tailored presentation decks and written content that EpiGrowth’s team could use in pitches or campaigns. Each deck was designed around the pain points and scenarios identified for that industry: the legal deck, for instance, illustrated workflows for managing legal service requests and dashboards for case metrics; the biotech deck spoke to managing pipelines of partnerships and regulatory milestones; the high-tech deck showcased solutions for fast-growing sales teams and real-time marketing insights. Monument Four’s design of these materials followed the brand’s plainspoken and credible style – data-driven and visually clear, favoring substance and work credibility over flash. In parallel, outreach sequences were crafted for each vertical. These included personalized email templates, LinkedIn messaging, and call scripts aimed at typical stakeholders (such as heads of business development in law firms, IT directors in biotech startups, or product leads in tech companies). The outreach strategy stressed quality over quantity: messaging was targeted and relevant to each prospect’s context, leveraging the industry language established in the positioning phase. By equipping EpiGrowth with both the right messages and the right tools to deliver those messages, Monument Four set the stage for more productive prospect interactions from the very first touchpoint.

Sales Execution & Pipeline Management

Crucially, Monument Four didn’t stop at strategy and content—it stepped into an active sales role to execute the plan. Throughout the engagement, Monument Four served as an embedded Account Executive for EpiGrowth, handling day-to-day business development tasks. This included lead generation and prospecting, where Monument Four proactively identified potential clients and reached out via email and phone to introduce EpiGrowth’s offerings . Working within EpiGrowth’s own systems (leveraging tools like Apollo.io and the company’s Salesforce CRM for tracking prospects) , Monument Four managed the full sales cycle from initial contact to deal negotiation. Every step was documented in the CRM – all prospect interactions, follow-ups, and status updates were logged meticulously.

As leads converted to sales meetings, Monument Four conducted discovery calls and demos, acting as EpiGrowth’s representative to uncover client requirements and position the right solutions. Collaboration with EpiGrowth’s delivery experts was part of the process: Monument Four facilitated scoping discussions and proposal development with the technical team to ensure any solutions pitched were feasible and well-defined. Throughout, Monument Four maintained a close feedback loop with EpiGrowth’s leadership, providing regular pipeline updates and sales activity reports via the internal Salesforce dashboards . This transparency meant EpiGrowth’s executives could see the traction being made in real time and adjust priorities as needed. By effectively acting as a fractional sales team, Monument Four allowed EpiGrowth to pursue growth in multiple verticals at once without diverting its internal consultants from project delivery. The sales execution approach was disciplined and metrics-driven, reflecting Monument Four’s ethos of research-driven strategy in action: targets were set, activities were tracked, and the pipeline was reviewed systematically to focus on the most promising opportunities. In short, Monument Four built and managed a nascent sales engine inside EpiGrowth, bringing process and persistence to what had been an informal business development effort.

Outcome

The engagement between EpiGrowth and Monument Four concluded after six months with tangible gains in EpiGrowth’s market positioning and business development capabilities. By taking a research-driven and execution-focused approach, Monument Four delivered results that set EpiGrowth up for continued growth. Key outcomes of the project included:

• Industry-Specific Positioning & Materials: EpiGrowth emerged with clearly defined messaging for its Legal, BioTech, and High Tech practices, each with a tailored pitch deck and collateral. The company could now approach a law firm, a life sciences startup, or a tech enterprise with confidence that its value proposition would immediately resonate and address sector-specific challenges.

• Structured Outreach & Pipeline: A structured sales outreach program was put in place, complete with targeted prospect lists, email sequences, and follow-up cadences for each vertical. By the end of the engagement, EpiGrowth had a robust pipeline of opportunities in various stages, tracked diligently in Salesforce. This discipline in pipeline management enabled better forecasting and resource allocation for the firm, and it yielded a measurable uptick in new business.

• Expanded Visibility and Network: Through the Dreamforce campaign and ongoing outreach, EpiGrowth significantly expanded its network of contacts in the targeted industries. The company’s presence at Dreamforce 2025 – armed with fresh messaging and collateral – led to multiple post-conference discussions and partnership inquiries. EpiGrowth’s profile in the Salesforce ecosystem was heightened, positioning it as an up-and-coming implementation partner.

• Sustainable Sales Framework: Perhaps most importantly, Monument Four left EpiGrowth with a repeatable go-to-market framework and internal know-how. The processes for messaging development, lead generation, pipeline review, and sales follow-up were documented and transferred to EpiGrowth’s team. This means the company can continue executing and refining the multi-vertical strategy on its own. In effect, the engagement didn’t just deliver short-term wins; it equipped EpiGrowth with a long-term, scalable approach to business development – one built on strategy, systems thinking, and measured execution rather than ad-hoc efforts.