Theo
How Theo grew deal sizes 3.8x and added $4.2M in new ARR by repositioning upmarket.
Theo is a cybersecurity firm providing penetration testing and security audits for Fortune 500 companies. They had plateaued at $12M in revenue.
About the Client
Industry
Cybersecurity
Campaign Type
Cross-Channel Brand Campaign
Timeline
12 Weeks
The challenge
Enterprise-ready talent priced like a mid-market shop. $35K average deals and hourly billing left millions on the table.
The sales team was pricing critical security work like a commodity. Enterprise buyers questioned whether Theo was serious enough because proposals looked identical to boutique shops charging half the price. Senior consultants were stretched across too many small engagements when they should have been leading $150K assessments.
The approach
Kora repositioned Theo's entire go-to-market around enterprise value rather than hourly delivery.
We analyzed Theo's last 50 engagements and quantified the business impact of their work. This gave us the data to build a value-based pricing model tied to risk reduction. We restructured proposals into executive-level risk assessments and rebuilt the sales process around consultative discovery rather than technical demos.
The Results
Average deal size grew from $35K to $133K and Theo added $4.2M in new ARR within the first year. The team now handles fewer, higher-impact engagements with significantly better margins.
Why this Worked
"I was skeptical of consultants—we’d been burned before by firms that delivered pretty slides and then disappeared. Kora was different. They rolled up their sleeves, challenged our assumptions, and stayed until the changes actually stuck."
More cases.
Trusted by more than 50 companies, from ambitious startups to major enterprises.
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