B2B Sales Growth at Triad
The Value Creation team partnered with the company to shift revenue from B2C to B2B and evolve its product offerings for its customers.
The Challenge
Triad is the leading provider of education, community, and career resources for behavioral and mental health professionals.
At the time of Council Capital’s investment, Triad’s core product offerings focused exclusively on test prep and continuing education. The distribution of this content was primarily done through B2C/direct-to-consumer channels. While the company’s B2C track record was strong, it sought more channels with larger-value sales and more recurring revenue.
In order to make this transition from one-time B2C revenue to recurring B2B revenue, the company needed to evolve its product suite, operations, sales pipeline, and market positioning/network.
The Solution
The Value Creation Team partnered with Triad to implement a series of best practices from across the Council ecosystem, including:
- Innovation: Facilitated product ideation sessions with leadership team and the board of directors
- Market & Product Research: Conducted 50+ interviews with prospective customers and market leaders; Calculated TAM, revenue, and cost projections for various new product concepts
- Introductions: Leveraged the Council network for customer intros that converted into larger contracts with established B2B companies
- Leadership: Sourced Chief Product & Technology Officer through the Council network
The Results
Increase in Percent of Revenue
tied to B2B, rather than B2C
Increase in Partnership Bookings
(Q1 ‘23 to Q1 ‘24)
B2B Bookings CAGR
(2017 to 2024)
CEO
Triad
“The value creation team’s thought partnership and tactical execution support is an incredible asset to our business.”
The information presented herein reflects the experience of a specific client and may not be representative of all clients. This case study is for illustrative purposes only. Past results do not guarantee future performance. Quotes are from current or former Council Capital portfolio companies; no one was compensated for such testimonials, and there are no material conflicts of interest.
