Theo
Theo is a cybersecurity firm providing penetration testing and security audits for Fortune 500 companies. They had plateaued at $12M in revenue.
Services
The AI Install Day
The Capability Build
The Consultation
Industry
Cybersecurity
Company Size
180 Employees
Timeline
12 Weeks
How Theo grew deal sizes 3.8x and added $4.2M in new ARR by repositioning upmarket.
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.
Average deal size grew from $35K to $133K
Win rate on enterprise deals improved 68%
$4.2M in new ARR added within the first year
Sales cycle shortened from 38 days to 19 days at higher price points
Senior consultants now handle fewer, higher-value engagements with better margins
"I was skeptical of consultants. We’d been burned before by firms that delivered pretty slides and then disappeared. Selr AI was different. They rolled up their sleeves, challenged our assumptions, and stayed until the changes actually stuck."
Marcus Thompson
President
