# A turnaround in a tight, discerning industry. Build the play. Fly it. Then sell it.

## 01 The Problem
Founded as Bison. Renamed Cobalt. Stalled. Selling into private equity, where reputation moves at the speed of dinner.

## 02 The Work
Embedded with the company. Defined the portfolio monitoring category. Built the funnel. Polished the pitch. Reinforced the room.

## 03 The Result
3x revenue from 2018 to 2021. Acquired by FactSet for $50M, October 2021.

### The Mandate
Build the play while you fly it.

### The Work
Five things, in order.

- Build the play.
- Fly it.
- Define the category.
- Polish the pitch.
- Close the round.

## Six pillars of the turnaround.

### 01 Embedded With The Company
Sat in on sales calls. Advised the CEO. Worked the product and customer success teams. Functioned like full-time employees, not an agency on a retainer.

### 02 Defined The Portfolio Monitoring Category
Articulated the PE tech stack — accounting, CRM, and the missing piece: portfolio monitoring. Built the case that spreadsheets were risky and inefficient through crisp content and hosted virtual events.

### 03 Followed The Data To The Customer
Ran targeted social campaigns. Analyzed results with sales and CS. Developed and prioritized a focused set of ICPs. Found the pain points that mattered to each function inside an investment firm.

### 04 Built The Funnel
Designed and shipped a full marketing funnel — top to bottom. Equipped sales with one-pagers, brochures, and decks. Offered white papers in exchange for emails. Filled the pipe.

### 05 Created A Culture Of Winning
Steady stream of partnership and new client announcements. Detailed case studies. Webinars with industry experts. Cobalt got associated with the names that mattered — and the salesforce got something to point at.

### 06 Polished The Pitch
New logo. Restructured website. 360° messaging across every public touchpoint. When investors started calling, leadership had a deck and a story that matched.

## The Work, Shipped

### No fluff. Real deliverables.

### 01 Sales decks & one-pagers.
Show, don't tell. Results-first messaging. Single-page feature releases that drew a bright line between feature and outcome.

### 02 A category framework.
The PE tech stack — articulated, named, defended. Cobalt sat at the center of it.

### 03 A "chart of the month."
Bite-sized, smart, social-native. Looked like research. Worked like marketing.

### 04 Skimmable case studies.
Conversational. Relatable. Written for the buyer, not the boardroom.

### 05 A new logo & site.
From multi-audience and vague to crisp messaging that says what it does, for whom, and what they get — up front.

### 06 An investor pitch.
Built to stand up to scrutiny. Honed alongside leadership. Helped close a $50M acquisition.

Acquired · October 2021

$50M.

3× Revenue·New Category·FactSet Deal Closed·Salesforce Re-engaged

"100 YARDS isn't an agency. They became embedded partners — and came to feel more like full-time employees.\n**Jason Weinstein** Former CEO, Cobalt · SVP & Head of PE/VC, FactSet

## One Question
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[Download](https://100yardstogo.com/factset/cobalt-case-study.pdf)