Case study
Northwind Logistics Software
Manchester + Amsterdam · Logistics SaaS (last-mile) · £6.1M ARR
Service
Playbook Design
Duration
8 weeks
Problem
Northwind had two playbooks after acquiring a smaller competitor in 2023 — the two sales teams were running different stage definitions, different MEDDPICC fields, and different commission plans. Forecast meetings had become argument meetings.
Engagement
Threshold spent 8 weeks merging the two playbooks into one. Sumaiya led the design; Imran rebuilt Salesforce to match.
Outcome
- Single playbook adopted Q3 2025. Forecast meeting time reduced from 90 minutes to 35 minutes.
- Stage exit criteria documented across all 6 stages. CRM field-fill compliance moved from 31% to 91%.
“Sumaiya wrote down what both teams already half-knew, then made it stick.”