Go-to-Market Playbook

Five sales motions, one infrastructure.

Synergy doesn't sell one thing one way. Each revenue channel has its own buyer, cycle, and lever — but they share the same platform, course library, and compliance backbone.

Workforce Funding (WIOA, IWT, TANF, VR, SNAP E&T)

Provider Registration → Case Manager Enablement

01ETPL listing in CA, TX, FL, NY, GA (Y1) — provider packets already complete
02Vendor-of-record status with state workforce boards + VR agencies
03Field reps build relationships with one-stop case managers + VR counselors
04Outcome reporting (placement, wage gain) drives referral compounding

Lever: # of case managers reached × avg referrals/quarter

Community College & Economic Development

Direct Enterprise Sales (College Presidents + WFD Directors)

01Target list: top community colleges + WFD councils in 5 anchor states
02Founder-led intro meetings; ACV $75k–$500k per engagement
03Reference architecture: 3–10 contracts per state by Y3
04Cross-sell into apprenticeship + adult-ed grants

Lever: avg contracts per state × ACV × renewal %

All Public Safety Personnel (First Responders, Police, Corrections, Healthcare)*

*CEU Eligible POST/IADLEST and OEMS Certification in your state.

Phone + Conference Sales — Land Per-Seat, Expand to Annual Agency

01Anchor: $160k existing ARR (mental health class) — proof of buyer fit
02Inbound: per-seat CE/cert at $149–$249/learner (online catalog)
03Outbound: phone bank works existing lead list (POST + corrections agencies)
04Conference circuit: IACP, ASLET, NTOA, Fire-Rescue Intl — booth + speaking slots
05Land per-seat → expand to annual agency contracts ($25k–$250k ACV)

Lever: dials/day × demo conv % × per-seat→agency upgrade %

Corporate Subscriptions (B2B SaaS)

Inbound Marketing + Outbound SDR → Annual Renewal

01Activate existing corporate lead lists (warm-call sequences, nurture)
02Per-seat self-serve — Starter $119 · Growth $99 · Enterprise $79/user/month, 10% annual prepay (compliance + upskilling catalog)
03Land in HR/L&D departments → expand to enterprise annual ACV $30k–$500k
04Marketing engine: SEO content, LinkedIn ABM, partner referrals, webinar funnel
05CSM-led renewals; target 110%+ NDR by Y3

Lever: MQL volume × SQL conv % × seat expansion × NDR

Integrity Proctoring Overlay (Patent-Backed)

Embedded Cross-Sell + Standalone License

01Default-on across every Synergy program (no extra sale required)
02Standalone license to other LMS providers + universities (patent moat)
03Cross-sell into corporate + public safety contracts as compliance differentiator

Lever: attach rate × license deals/year

Deep Dive

Corporate subscription marketing plan.

The corporate channel is state-agnostic, software-margin, and powered by an existing lead list. The plan below scales from cold start to $15M ARR by Y5.

Top of Funnel

SEO: 64-course live library indexed; cluster content around compliance verticals
LinkedIn ABM: target HR/L&D leaders at 2,000 mid-market accounts
Webinars + thought-leadership co-hosted with industry associations
Existing lead list: warm-call sequences from prior corporate sales contacts

Middle of Funnel

SDR-led demos (15-min discovery + 30-min product walkthrough)
Free pilot: 25 seats / 30 days, full catalog access
Case studies featuring the $160k public safety anchor account

Close + Expand

Per-seat self-serve checkout for SMB — Starter $119 · Growth $99 · Enterprise $79 per user/month (10% annual-prepay)
Enterprise annual contracts: flat ACV $30k–$500k, multi-year discounts
CSM-led QBRs; target seat expansion + module add-ons each quarter
Renewal automation 90 days pre-term; target 110%+ NDR by Y3

Y1–Y5 Corporate Targets

$0.3M

1k seats

$1.5M

5k seats

$5M

15k seats

$10M

30k seats

$15M

45k seats + 40 enterprise

Deep Dive

Public safety unit economics.

Anchored by the live $160k mental health ARR. Phone sales work the existing lead list; the conference circuit converts to annual agency contracts.

Per-Seat Motion

Price/learner: $149–$249
Avg blended: $199
Gross margin: ~85% (digital delivery)
CAC (inbound + phone): $25–$40
Y5 seat target: 40,000 learners

Annual Agency Contracts

ACV range: $25k–$250k
Avg ACV: $80k
Sales cycle: 3–9 months
Renewal target: 90%+
Y5 agency count: ~125 agencies

Y5 Public Safety Build-Up to $18M

$8M

Per-seat: 40k learners × $199

$10M

Agency contracts: 125 × $80k avg

$0.16M

Y0 anchor: live mental health ARR

See the full financial model.

Five-year P&L, channel-level unit economics, and state-by-state ramp — available as a standalone Excel workbook.

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