Ian LinkedIn
Building a Predictable Growth Engine @ NewCode
CRO Perspective
Ian Stewart
Contents
  1. How I think about growth at Newcode
  1. Buying Reality in Law Firms
  1. 3/6/9 Month Commercial Goals
  1. Week by week plan (first 12 weeks)
  1. Role of forward deployed engineers
  1. Metrics that matter early
  1. What I bring as CRO
  1. Closing thoughts 
How I Think About Growth at Newcode
The Revenue Triangle (Extended)
1
1
Sales
2
2
Customer Success
3
3
Marketing
4
4
Brand
5
5
Forward Deployed Engineers
Why this works for law firms:
Sales creates momentum and access
CS protects revenue and drives expansion
Marketing amplifies proof, not promises
Brand reduces perceived risk
Forward Deployed Engineers (FDEs) accelerate value and shorten buying cycles
Buying Reality in Law Firms
Law firms don't buy software. They buy certainty.
Conservative, consensus-driven buyers
Reputation and risk matter more than features
Proof beats vision
Peer validation > vendor claims
FDE-led delivery de-risks decisions and builds trust
3 / 6 / 9 Month Commercial Goals
First 3 Months
  • Lock ICP (Top firms by size, geography, practice)
  • Clear messaging by persona (MP, Ops, Innovation, Practice Heads)
  • FDE + CS playbooks aligned to sales stages
  • 3–5 lighthouse wins or pilots
6 Months
  • 3–4x pipeline coverage
  • Clear win patterns by firm type
  • Live references and case studies
  • Defined expansion motion (practice → firm-wide)
9 Months
  • Repeatable GTM engine
  • Expansion and renewal predictable
  • Partner / ecosystem v1 motion live
  • Sales, CS, Marketing/Brand, FDE operating as one team
Week-by-Week Plan (First 12 Weeks)
1
Weeks 1–2
  • Deep-dive on customers, wins, losses
  • Sit in sales, CS, and delivery calls
  • Map buying committees inside firms
  • Align on ICP and qualification
  • Establish base technology and Rev Ops SOP
2
Weeks 3–4
  • Refine pitch by persona
  • Define FDE-assisted pilot offer
  • Align sales stages to law firm buying reality
  • Agree CS success metrics
3
Weeks 5–8
  • Rigorous inbound SOP with Founder → Sales ICP firms
  • FDEs embedded in late-stage deals
  • Capture proof points aggressively
  • Weekly deal velocity reviews
4
Weeks 9–12
  • Double down on what converts
  • Kill what doesn't
  • Formalise expansion plays
  • Leadership readout and plan reset
Role of Forward Deployed Engineers
FDEs are not support. They are a growth lever.
De-risk buying decisions
Accelerate time to value
Increase pilot-to-paid conversion
Surface upsell and expansion early
Feed Marketing and Brand with real proof
Outcome: Faster closes, higher ACV, stronger renewals
Metrics That Matter Early
  • Sales cycle length (by firm size)
  • Time to first value
  • Pilot → paid conversion rate
  • Expansion by practice group
  • Referenceability score
What I Bring as CRO
  • Calm, structured GTM leadership
  • Law-firm-native thinking
  • Tight Sales / CS / Marketing / FDE alignment: One Revenue Motion
  • Bias for learning fast without damaging credibility
  • Focus on repeatability over heroics
  • Proven track record of vertical success
Closing Thought 
  • Law firms reward patience, proof, and consistency.
  • Once you earn trust, growth compounds.
  • Newcode has the ingredients. This is how I'd turn them into a predictable engine.
Addendum A: Year One Project Working List
Addendum B: 8-Week Marketing & Brand Overhaul Plan
Objective: Create clear, outcome-driven messaging for Newcode’s products and reflect that clarity across brand, website, and demand—using internal resources and CEO sign-off at each major decision point.
Weeks 1–2: Product & Outcome Clarity (Foundation)
Goal: Establish a single, shared truth about what Newcode does and the outcomes it delivers.
Product & Outcome Workshop
Facilitate a deep-dive workshop involving key stakeholders (Nova, Polaris, Aurora) to collaboratively define:
  • Managing-partner-ready product definitions
  • Outcome statements in a clear X, Y, Z format
Define Key Structures
Based on workshop outputs, formalize:
  • A comprehensive outcome menu
  • A clear hierarchy of Newcode's offers
CEO Sign-off
Secure executive approval on the refined product definitions and agreed-upon outcome framework, ensuring organizational alignment.
Deliverables:
  • Product clarity & outcome document
  • Approved outcome hierarchy
Weeks 3–4: Brand & Messaging System
Goal: Translate product clarity into consistent language across GTM.
Develop Internal Brand Narrative
Create a shared internal narrative and vocabulary to ensure consistent understanding and communication of Newcode's value proposition.
Standardize Messaging Assets
Define and approve key messaging elements, including headlines, value statements, and calls-to-action (CTAs) for all external communications.
Align GTM Teams
Ensure Sales and Customer Success teams are fully aligned on the new brand narrative and messaging system to present a unified front.
Secure Executive Approval
Obtain CEO sign-off on the finalized brand language and messaging framework to ensure organizational commitment and adherence.
Deliverables:
  • Comprehensive brand & messaging source of truth document
  • Approved website copy framework based on new messaging
Weeks 5–6: Website Architecture & Copy
Goal: Design the website around outcomes before any build work begins.
Define Website Structure
Establish outcome-based website architecture and navigation paths to ensure intuitive user journeys.
Draft Homepage Messaging
Develop compelling homepage hero content and core value messaging to immediately resonate with visitors.
Draft Product Pages
Create detailed product page copy for Nova, Polaris, and Aurora, highlighting features and specific law firm outcomes.
Sales Review & Input
Collaborate with the Sales team to review all drafted copy and website structure, incorporating their market insights.
CEO Sign-off
Secure executive approval on the finalized website content and information architecture before any development work commences.
Deliverables:
  • Final website architecture document
  • Approved page-level copy for key website sections
Weeks 7–8: Internal Website Build & Launch Prep
Goal: Implement approved content cleanly and prepare for launch.
Internal Web Build
Internal web developer implements new navigation and pages, applies approved copy, and conducts QA and responsiveness checks.
CRO Validation
CRO validates the website content and structure against the established messaging framework for accuracy and impact.
Executive Approval
Secure final CEO sign-off on the completed website before proceeding with the official launch.
Team Enablement
Enable Sales and Customer Success teams with updated messaging and training on new website content to ensure consistent communication.
Deliverables:
  • Updated website (ready to launch)
  • Sales-ready messaging alignment document
  • Launch checklist completed
Success Measures (Early Signals):
  • Buyers understand Newcode's value proposition in <30 seconds
  • Improved demo/contact conversion rates
  • Consistent product language across Sales, CS, and website
  • Faster early-stage deal comprehension