Client Background & Challenge
Concordia Publishing House (CPH) and its SaaS division, Concordia Technology Solutions (CTS), faced a critical moment. Their core product portfolio was aging, competitors were aggressively targeting market share, and long sales cycles slowed growth.
Despite strong brand credibility and loyal customers, the product strategy was outdated and fragmented. Leadership was divided on priorities, new products weren’t gaining traction, and competitors were beginning to position themselves as sharper, faster, and more relevant.
Without a structured approach to product change management, CPH risked stalled revenue, rising attrition, and diminished competitiveness in a fast-evolving market.
Approach & Solution
Rob Davidson designed and led a product change management initiative that aligned leadership, sharpened product strategy, and installed the operating rhythm needed to execute at speed.
Key steps included:
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Annual Business Planning (2024): Built an actionable roadmap with measurable growth objectives, directly tied to revenue outcomes.
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Market Research & Competitive Analysis: Conducted deep reviews of competitor offerings by segment, identifying feature gaps and repositioning opportunities.
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User Stories & Customer Voice: Developed structured user stories tied to real customer pain points and workflows, ensuring product decisions were grounded in market needs and directly connected to growth objectives.
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Roadmapping & Revisions: Refined timelines, prioritized feature sets, and embedded continuous feedback loops between product, sales, and customer support.
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Leadership & Cross-Department Buy-in: Facilitated alignment among executives and frontline teams, ensuring decisions didn’t stall at the top but carried through to execution.
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Quarterly Cadence: Instituted quarterly release cycles for product updates, creating a predictable rhythm that built confidence with both customers and staff.
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Targeted Strategy: Designed competitive campaigns to reclaim share in key verticals, anchoring the Church360° suite around operational efficiency as its differentiator.
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Iteration & Development: Drove iterative product improvements directly tied to customer feedback and market demand.
Rob’s contributions were distinct: reframing product strategy around market positioning, enforcing discipline through quarterly cadences, and aligning leadership behind a single roadmap that tied directly to growth.
Results & Impact
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Leadership alignment: Unified the executive team around clear product priorities and a disciplined roadmap.
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Faster release cadence: Shifted from ad hoc delivery to quarterly product releases, giving customers a steady stream of improvements.
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Competitive repositioning: Anchored the Church360° suite around operational efficiency, improving differentiation and defending market share.
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Revenue growth: Product overhaul exceeded 226% of annual revenue targets in FY25.
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Customer retention: Attrition dropped by 58%, stabilizing recurring revenue and reinforcing long-term growth.
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Market impact: Targeted competitive campaigns began reclaiming share in priority verticals, improving brand momentum.
Why It Matters
In SaaS, product direction and sales effectiveness are inseparable. Without leadership alignment and a disciplined process, entropy wins—roadmaps drift, competitors gain ground, and sales cycles stall.
The CPH transformation underscores a few enduring lessons:
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Alignment comes first. Strategy collapses without unified leadership.
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Product-market fit beats resource allocation. Faster horses—not more riders—win the race.
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Process drives momentum. Quarterly release cadences created predictability that customers and staff could trust.
By embedding discipline into product change management, CPH moved from reactive and fragmented to proactive and market-driven—unlocking faster decision-making, stronger competitive positioning, and measurable revenue acceleration.
Ready to Put Discipline Behind Your Product Strategy?
CPH didn’t just need new features—they needed structure, alignment, and a process that turned strategy into results. The shift took them from fragmented execution to 226% of revenue targets hit and a 58% drop in attrition.
That’s exactly what our Revenue Bottleneck Audit uncovers.
If you’re a founder or leader doing $500K–$25M and your product roadmap feels reactive—or your sales cycles keep dragging—we’ll pinpoint the real constraint and show you how to fix it.
No fluff. No wasted spend. Just clarity you can act on.
➤ Email me for your free audit and let’s turn product-market fit into growth.
