Operational Transformation for a Private Equity-Backed SaaS Company
We helped a global B2B SaaS company strengthen leadership, operational processes, and build the systems needed to scale.
The Client
UserTesting Technologies, the largest B2B SaaS platform for Usability Testing. Following an acquisition, the people leading this business were no longer the ones who had originally built it. The company had experienced significant growth, but many of its management systems and processes had failed to grow alongside it.
Industry: B2B SaaS (Usability Testing)
Annual Revenue: ~$200M
Employees: 1,000+ worldwide
Ownership: Private equity-backed
The Challenge
The business was losing time, money, and customer trust due to underlying problems that were not being measured. Key issues included:
Managers were not managing consistently, and Senior Leadership lacked visibility into team performance.
Customer satisfaction was falling, and important platform targets were being missed.
Deadlines were missed due to a lack of clear ownership.
Processes existed only in people's heads as "tribal knowledge," meaning new hires took months to become effective.
Our Approach: A 120-Day Embedded Transformation
ThinkDoodl implemented a comprehensive 6-step approach to overhaul the company's operations:
Improving Management: We introduced 360° feedback and created targeted manager training to improve accountability, coaching, and performance conversations.
Building a Performance Management System: We designed a clear performance process featuring role expectations, coaching cadences, regular check-ins, and better visibility for senior leaders.
Documenting Key Processes: We built 20 end-to-end Standard Operating Procedures (SOPs) that covered the full delivery cycle, from project kick-off to invoice completion, drastically reducing reliance on tribal knowledge.
Improving New Hire Onboarding: By building structured training and enablement materials, we helped new hires ramp up faster and reduced onboarding time by roughly 40%.
Listening to Employees: We held skip-level meetings and growth conversations to rebuild trust with leadership, understand team morale, and identify risks and talent.
Reducing Escalations: We established clear ownership, decision-making frameworks, and escalation paths so that leaders could spend less time firefighting and more time focusing on strategy.
The Results
In just 120 days, the transformation delivered highly measurable improvements:
+60% Resolution Speed
$100K Operating Cost Reduction
-70% Escalations
-40% New Hire Onboarding Time
+70% Team Morale
20 Standard Operating Procedures Built from scratch
Business Impact
This engagement created a stronger operating foundation that improved immediate performance and set the business up for long-term growth.
Solve problems faster: Issues are now resolved more quickly because of clear ownership.
Stronger teams: The business is seeing higher morale and better leadership across the board.
Lower costs: A reduction in escalations and improved processes have cut down on waste and cost.
Faster onboarding: New hires become productive sooner and stay with the company longer.
Clearer processes: The newly documented SOPs create operational consistency and reduce risk.
More time for growth: Leaders now spend less time managing day-to-day issues and dedicate more time to strategy.
ThinkDoodl helps companies build the operational strength they need to scale with confidence.
Services Provided by ThinkDoodl
ThinkDoodl provided a hands-on mix of operational, leadership and process improvement services to help the business scale more effectively.
Operational transformation consulting
Leadership and management development
360° feedback and leadership assessment
Performance management system design
Manager coaching and training
Process mapping and improvement
Standard operating procedure development
New hire onboarding and enablement
Governance and escalation design
Employee engagement and skip-level interviews
Organisational effectiveness support
Change management and implementation
