Scaling Web Accessibility — From PLG Free Trials to Enterprise

UserWay is a PLG company providing web-accessibility solutions. They utilized Whistle's expertise to provide SDR support for converting their existing CRM users into larger enterprise deals. They required a strategic approach to move beyond small free-trial leads and target "the big fish" within their database. Whistle assisted by providing a consultative sales model aimed at generating and converting high-value opportunities from a pool of 80,000 companies and users.

16 Months

Campaign Duration

Mixed

Campaign Type

3

No of SDRs

Key Performance Indicators

$3.6M

$ value of pipeline generated

Meetings Scheduled

602

Number of Meetings Scheduled

Estimated SQL ROI

23X

Estimated Return On Investment

Revenue Growth Realized

$728K

Estimated Revenue Generated

Private

Funding Stage

51-200

Headcount

USA

HQ location

Digital and Web Accessibility

Target Industry

USA/Canada

Target Location

Developers & Compliance Officers

Target Persona

Table Of Content

Overview

Challenges Faced

Our Solution

Results Achieved

Future Outlook

UserWay provides accessibility solutions designed to help websites and apps meet digital inclusion standards.

Challenges Faced

  • High volume of free-trial leads that typically did not result in larger enterprise deals.
  • Initial stakeholder distraction during early discovery and alignment phases.
  • Incomplete data hygiene regarding client referral sources and contact names.
  • Difficulty in transitioning from a high-volume PLG model to a structured enterprise sales motion.

Our Solution

  • Reframed the initial interest in outbound-only efforts into a mixed model including inbound support tailored to a PLG framework.
  • Maintained high momentum through fast follow-up and immediate proposal delivery following the initial meeting.
  • Established ongoing engagement through bi-weekly strategy meetings involving multiple stakeholders to ensure active collaboration.
  • Focused SDR capacity on a specific segment of the CRM—large companies with 500+ employees—rather than general lead working.

Results Achieved

  • Booked 602 meetings with 280 sales qualifed leads.
  • Successfully transitioned the relationship from a sales conversation to an active collaboration with regular strategy sessions.
  • Delivered a tailored pitch and proposal that aligned with the client's specific PLG business model.

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Future Outlook

Building on the established consultative framework, the company is positioned to transition from a high-volume PLG model to a sophisticated enterprise sales motion by systematically targeting high-value accounts within their CRM.

Key Learning

Model-Specific Consultation

Aligning sales strategies with a client’s specific business model, such as PLG, fosters significantly higher early-stage buy-in and stakeholder alignment than generic outbound pitches.

Volume vs. Velocity

A substantial database ,even one exceeding 80,000 records, requires rigorous qualification and a focus on "big fish" enterprise segments to drive meaningful revenue rather than just lead volume.

Operational Excellence

Consistent data hygiene and the mitigation of early-stage stakeholder distractions are essential prerequisites for maintaining campaign momentum and ensuring accurate long-term attribution.

Proven success with companies
in your industry

Real world results from companies that partnered with Whistle to generate qualified pipeline faster.
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