Case Studies

The ‘Create and Accelerate’ methodology transforms the sales approach, driving remarkable results and equipping you with practical skills that work.

Create Accelerate’s initial assignment with Ubrix was from June 2025 until September 2026

The Client

Ubrix serves house builders, principal contractors, housing associations and local authorities, tracking the residential plot across sales, build and aftercare, with compliance and golden thread workflows powered by AI to cut FTE workload. Founded by Kate and Ian Murray in 2025.

The Starting Point

Ubrix arrived with real advantages: a live product validated with industry input; strong in-house capability across product, development, marketing and subject-matter expertise; founders with prior startup experience; and angel investment funding an agreed monthly draw-down to underwrite the early stages.

What it hadn’t yet done was test itself at scale in the market. The product had validation. What it needed next was live market feedback, a repeatable sales motion and a pipeline to prove the model.

The Brief

Create Accelerate was engaged as fractional Sales Director to build pipeline and close business, and alongside that to shape the wider go-to-market function: cadence, reporting, planning, forecasting, cashflow, tooling, hiring, ICP and persona definition, and regular coaching sessions with the principals.

The work spanned two levels simultaneously:

• Practical execution: research, data, outbound calls and email, LinkedIn, webinars, events, reporting
• Strategic direction: planning, forecasting, cashflow, tool evaluation, hiring, product and marketing assessment, ICP review, QBRs

The Approach

1. Build the infrastructure. Before any outbound activity could scale, the fundamentals had to be right: data, CRM, email, LinkedIn, content and dialler all set up to support consistent prospecting.
2. Learn the business before selling it. Time was invested up front to understand the value proposition, ICP fit, target personas, and how to credibly discuss and demo the product alongside the founders, a step that is easy to rush and costly to skip.
3. Build momentum, then build the engine. Once outbound cadence was running and generating traction, focus shifted to the systems that make growth repeatable: activity ratios, tooling and data reviews, a structured go-to-market engine, and a cycle of continuous, incremental improvement backed by coaching, cashflow monitoring and regular review.

Results

• A qualified pipeline built from a standing start, progressing through the sales stages
• Partner pipeline in development, extending Ubrix’s route to market beyond direct sales
• A full go-to-market engine operating across outbound, social, PR and webinars, driving both pipeline and brand awareness
• Product-market fit tested and refined through direct market feedback, with the product in a strong competitive position
• A long-term milestone plan in place, with review points built in to adjust based on measured results rather than guesswork

What This Engagement Confirmed

Great products don’t sell themselves. They need to be tested in-market, with the feedback used to adjust and rebuild toward genuine product-market fit. This is the well-worn but often-skipped discipline of market research, MVP testing and iteration.

Effort should concentrate where the value is greatest. During this engagement, that meant prioritising mid-market and enterprise accounts, where deal value and fit were strongest.

Traction takes real time. Even with disciplined daily activity, expect false starts and near-misses in the early stages of any new market entry. Year two is where compounding starts to show. There is no single silver bullet. Growth comes from continuous incremental improvement punctuated by a small number of deliberate step-change projects.

Staying close to the numbers, finances, activity and marketing, matters more than any individual tactic. Set targets, measure against them, and be honest when something is drifting. Sometimes it needs a step change, sometimes it is a dip to push through. Paid acceleration can work, but only if there is the funding or revenue to sustain it.

Where Ubrix Stands Now

Ubrix is in a strong position: customer and partner pipeline progressing through the sales stages, product-market fit tested and refined, and a go-to-market engine that is built, running and ready to scale.

 Create Accelerate works with founders and scaling B2B businesses to build the pipeline, sales engine and go-to-market strategy that turns product potential into revenue. If you’re facing a similar stage — validated product, no repeatable sales motion yet — get in touch.