ICP Narrowing Broad Portfolio: Open-Source ERP & CRM

Enterprise Software (Open Source) · ERP & CRM Modernisation · South Florida · 2016–2017

CYOP Consulting

Engagement Jan 2016 – Jul 2017 (14 months) Operator Mike Reardon

Engaged to find new revenue for an open-source ERP and CRM consultancy (Odoo, Openbravo) carrying a broad portfolio across ERP, CRM, EDI, and e-commerce. The portfolio could serve anyone, which is why it was selling to no one exceptionally well.

Mapped the full portfolio against market opportunity and narrowed the customer definition to where the niche advantage actually mattered: retail, wholesale, and manufacturing sectors with the clearest need for EDI and CRM/ERP modernisation. Built the sales motion around two concentrated product lines into the defined sectors only, rather than every product into every sector.

Outcome 18 closed projects (12 EDI + 6 CRM/ERP) at $370K average, over $6M in total revenue, concentrated in the sectors where open-source had a clear edge over the proprietary incumbents.

$6M+

Total revenue over
14 months

18 / $370K

Projects closed at
$370K average

Lesson That Travels

“Narrowing who you sell to on a broad portfolio always beats trying to sell everything to everyone. A capability that can do anything sells nothing well.”

Why This Matters to You

If your portfolio could serve every sector, that is exactly why you are winning none of them well. Narrowing who you sell to does not shrink the opportunity. It concentrates the win rate. A focused revenue motion against a defined ideal customer is the move that turns capability into revenue.