Case study
Cantata Health
Dubai + Riyadh · Healthcare SaaS (clinical workflow) · AED 22M ARR
Service
Pipeline Diagnostic
Duration
4 weeks
Problem
Cantata's GCC sales motion had stalled — 14 open enterprise deals, 11 of them in negotiation for over 9 months. The founder was getting impatient and had drafted a memo to fire two senior reps.
Engagement
Yusuf and Naomi ran the diagnostic in February 2024. The readout was uncomfortable: the deals were not stuck because of the reps. They were stuck because Cantata had been pricing on a SaaS model into a region that buys on perpetual-licence models with annual support.
Outcome
- Cantata accepted the readout, retained the two reps, and rebuilt the commercial model. Six of the eleven stuck deals closed in the next two quarters at the new commercial model. The founder did not send the memo.
“The diagnostic told us the reps were not the problem. We had been about to make a hiring mistake. Threshold's reading saved us from it.”