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
Click for Working List