‘Number one on my agenda is getting the right feet on the street’ - Arc CRO on priorities following rebrand

Geoff Wing lays down his 2025 blueprint

Recruiting, executing on its rebrand, and getting the go-to-market plan in place. These are top of Arc CRO Geoff Wing’s agenda for this year.

Arc had a stellar 2024 with revenues shooting from £10.5m to £23m.

Of that growth, 23 per cent was organic while the rest was made up of its acquisition spree.

For this year, the MSP wants to do the same again, aiming for 22 per cent to 25 per cent organic growth.

After a year and a half at the company, Wing tells CRN what his priorities are for the year ahead and explains the growth strategy behind his ambitious goals.

He sets the scene by stating that when he joined Arc it previously had allocated accounts.

“One of the big activities we undertook last year was segmenting that account base better to make sure we align the best resources, and we're going through a further round of that this year,” he says.

“The plan to action that is built, but we need to get the recruits in and one of the things I'm finding challenging in the market at the moment is hiring.

“Number one on my agenda at the moment is getting the right feet on the street, the right people on chairs in our office that we can take action on this plan with as soon as possible.”

Alongside this Arc recently completed the launch of a new website and a whole rebrand for the business.

“We've got that over the line now, and what we've really got to do is execute on that new brand and that new website.

“So top of the agenda at the moment is getting the go-to-market plan for this year in place. That’s people, that's the marketing activity that sits alongside it. We've also got some work to do from a proposition perspective following our acquisitions.”

Growth strategy

His double-digit growth target needs a strategy. And luckily Wing is armed with three pillars to Arc’s go-to-market.

“The central pillar, looking at it from my CRO perspective, there’s defend, and that’s the bit that keeps me up at night the least because of the level of service we typically provide,” he explains.

“For the first time in my life, I'm not panicking every two seconds about customer churn.

“The next pillar is cross sell. How can we deliver the capabilities we've brought from Perspicuity in particular, into our base?

“We're looking at organisations that can do everything from needing a car parking app to an HR training app through to more complex things that could really drive benefits for a customer.”

20 per cent of Arc’s 2024 organic growth was made up of new logos, and the MSP plans to keep its foot on this gas pedal.

“And finally the new logo piece, how are we going to make sure this market knows about Arc, what we deliver, what we do and how good we are.”

An uncertain market

Wing explains that the biggest challenge facing the business is uncertainty within its customer base.

“If you wind the clock back to before Trump entered the White House, the general feeling in the market was that we'd enter H1, it would be fairly flat, but with increased confidence and then we’d start seeing real kick up into H2.”

But the general ups and downs across the market coupled with the effect it’s having on the economy are driving a cash concern within customers.

Even so, Wing isn’t shaken by Arc’s prospects.

“From our perspective on how to overcome it, I think it's the way we always overcome it - putting the customer first and seeing how best we can help them deliver today.”