When you’re a fast-growing company selling into both Fortune 10 enterprises and boutique firms, your sales process can get... messy.

For LifeRaft, a threat intelligence platform, inconsistent deal execution and slow-moving sales cycles were holding the team back. They had the right product and strong pipeline growth—but lacked the structured skill development and operational rigor to consistently close high-quality deals.

Enter pclub.io.

The challenge: "We were losing deals we should have won"

Jason Burosh, CRO at LifeRaft, had a gut feeling: they weren’t maximizing their opportunities. Deals were slipping, timelines were unpredictable, and reps were too quick to discount.

“I felt very strongly that we were losing deals we could have won. We were just mismanaging them,” said Jason.

On top of that, the sales team was running lean. There was no in-house enablement lead, and coaching often fell to leadership, who were juggling too many roles.

What they needed wasn’t just training—they needed structure, accountability, and a consistent operating rhythm across sales and CS.

Why pclub.io?

LifeRaft didn’t want a generic LMS or one-and-done training course. They needed a partner who could embed into their team, coach reps through live deals, and drive measurable impact across key revenue metrics.

They partnered with pclub.io with three clear goals:

• Improve prospecting and top-of-funnel pipeline creation
• Reduce unnecessary discounting through better value articulation
• Drive multi-threading and higher engagement with senior decision-makers

What changed: Skill development that sticks

Within weeks of working with pclub.io, the LifeRaft team started shifting how they approached deals. Reps weren’t just "demoing and hoping"—they were leading better discovery, building real champions, and handling negotiations with confidence.

“It gave structure to what we were always trying to coach. Reps had frameworks they could follow, and we started seeing behavior change right away,” said Jason.

One standout change? Deal qualification.

Reps learned to validate timelines early—no more “I think it’s closing this month” only to see it slip… again.

“Gong was telling us we didn’t have timelines. Reps thought they did. But once we started actually qualifying for urgency, we saw deals stop stalling out,” added Colin Tanner, Revenue Ops Manager.

The results: Faster deals, higher revenue

After 6+ months with pclub.io, the numbers speak for themselves:

• Average Contract Value (ACV) grew from $55K to $65–70K, with peak quarters hitting $80–90K
• Sales cycles dropped from 130+ days to 90 days
• Win rates continue to improve, steadily and measurably
• Discounting decreased thanks to stronger business cases and negotiation tactics

And perhaps most importantly, there's now a repeatable system for coaching, execution, and team development—even without a full-time enablement team.

What’s next: Scaling success across GTM

As LifeRaft continues to grow, they’re expanding their work with pclub.io into Customer Success. The goal: to train CS teams to lead better expansion conversations and manage renewals with the same rigor and confidence as AEs.

They’re also exploring:

• AI role plays for post-training skill validation
• Mutual success planning frameworks
• Skill intelligence dashboards to automatically surface coaching opportunities from Gong

“I’d love to see Pclub integrate even more tightly with Gong—so we can instantly link call moments to the exact training module,” said Dan Harper, CRO.

Final thoughts

When we asked Jason what surprised him most about working with pclub.io, his answer was simple:

“We actually changed behavior. And it stuck. That’s the hardest part of enablement—and we’re doing it.”