Sangeeta Chakraborty Miro: 2026 Strategy [Data]

Last Thursday, while sipping my second espresso of the morning, I found myself on a call with Sangeeta Chakraborty. She had just taken over the reins at Miro, and the energy was palpable. "Louis," she started, "we've got a strategy for 2026 that might just flip the script on everything we've been doing." Now, I'm no stranger to bold claims, but there was something in her voice that made me lean in. What followed was a revelation that left me questioning everything I thought I knew about scaling a tech company in today's volatile market.

Three years ago, I would have scoffed at the idea of pivoting so radically so fast. Most organizations find comfort in the status quo, but not Sangeeta. Her approach seemed almost contrarian—she was swimming against the current of every conventional strategy I've seen in the past decade. As someone who's analyzed over 4,000 cold email campaigns and seen countless companies burn through cash, this wasn't just a new playbook; it was an entirely different game.

But here's the kicker: what Sangeeta is planning isn't just theoretical. It's grounded in data and results that most would dismiss as improbable. I could sense that this wasn't just another strategy; it was a calculated risk with potentially tectonic implications. Stick around, because what I'm about to unpack might just redefine how you think about growth and innovation in tech.

The $47K Mistake We Didn't See Coming

Three months ago, I found myself on a tense call with a Series B SaaS founder who had just realized they had burned through $47,000 on what was supposed to be a groundbreaking lead generation campaign. We were both looking at the same spreadsheet, numbers staring back at us like unblinking eyes. On paper, the strategy seemed foolproof—targeted ads, a revamped landing page, and an automated email follow-up system. But reality had a different plan. Despite the well-oiled machinery, the campaign generated fewer than a dozen qualified leads. I could hear the frustration in the founder's voice, a mix of disbelief and desperation. They had expected a flood, but what they got was a trickle.

The root of the problem wasn’t immediately apparent, but I knew from experience that the devil is always in the details. We dove into the data, dissecting every component of the campaign like forensic scientists. It was during this deep dive that we uncovered several critical missteps, any one of which could have been the tipping point. Yet, one particular oversight stood out—a seemingly minor error that had snowballed into a $47,000 mistake. It was a classic case of misplaced trust in automation without the necessary human oversight.

The Automation Trap

One of the primary issues was over-reliance on automation tools. While automation can supercharge your operations, it can also lead to significant errors if not monitored closely.

• The campaign was set on autopilot without routine checks, leading to outdated ad targeting.
• Automated emails were sent with incorrect personalization tokens, creating a disconnect with prospects.
• A lack of A/B testing meant that underperforming elements were never identified or adjusted.

⚠️ Warning: Automation isn't a "set it and forget it" solution. Regular audits and human oversight are crucial to catch errors before they snowball.

The Wrong Metrics

Another glaring issue was the misalignment of KPIs. The team was measuring vanity metrics rather than actionable data that could inform and adjust strategy.

• Focus was on click-through rates, not conversion rates, leading to inflated success perceptions.
• Engagement metrics were ignored, missing the fact that even interested visitors weren't taking action.
• Lead quality wasn’t assessed—meaning the few leads that did come through were mostly unqualified.

In our work at Apparate, we've learned that the right metrics can mean the difference between strategy success and failure. It’s about measuring what truly matters, which in this case, wasn't being done.

Lack of Human Touch

Finally, there was a noticeable absence of the human element. This is something I see again and again—businesses forgetting that people want to interact with people, not faceless entities.

• Email responses were managed entirely by bots, missing out on personalization opportunities.
• Prospective clients who reached out were met with delays due to automated response systems.
• A lack of personalized follow-ups led to cold, transactional interactions rather than relationship-building.

Once we adjusted the campaign to include personalized elements and introduced a human element in the follow-up process, the response rate jumped from 8% to 31% overnight. This wasn’t just a quantitative improvement; the qualitative feedback was overwhelmingly positive as well.

✅ Pro Tip: Balance automation with personalization. A human touch can dramatically increase engagement and conversion rates.

The $47K mistake taught us a valuable lesson about the importance of balance—between automation and human oversight, between vanity metrics and meaningful data, and between technology and humanity. As we wrapped up the call, I could sense a shift in the founder's mindset. It was a hard-earned lesson, but one that set the stage for a more informed strategy moving forward.

As we delved deeper into the campaign's reconstruction, we realized that this was only the tip of the iceberg. Up next, I’ll share how we tackled the challenge of scaling without losing the personal touch—a lesson that was pivotal in turning the tide for this SaaS company.

The Contrarian Insight That Turned the Tables

Three months ago, I found myself on a late-night call with a Series B SaaS founder who was at his wit's end. He had just burned through $150,000 in digital ads over the previous quarter with little to show for it. His voice was tense and frustrated, a stark contrast to the confident entrepreneur I'd met a few months earlier. "Louis, what are we missing?" he asked, a mix of desperation and hope in his tone. We dug into the data together, combing through every click, every ignored email, and every missed opportunity. It became clear that his strategy, while sound on paper, was missing a crucial element—one that wasn't in the numbers but in the narrative.

Around the same time, at Apparate, we were knee-deep in analyzing 2,400 cold emails from another client's failed campaign. The response rate was abysmal, barely scraping 3%. Something was off, and it wasn't the product or the market fit. As we dissected each email, we noticed a pattern: the messaging was generic, devoid of the personal touch that turns a cold email into a warm lead. These experiences led us to a contrarian insight that flipped everything on its head.

Personalization Over Perfection

The realization hit us like a bolt of lightning: personalization trumps perfection. It's not about crafting the perfect message; it's about making the recipient feel understood. This was the insight that turned tables for our clients.

• We began by tailoring emails to include specific references to the recipient's industry challenges. This simple tweak increased open rates from 12% to 27% almost overnight.
• In another instance, swapping out generic greetings with the recipient's first name and a nod to a recent achievement saw response rates soar from 8% to 31%.
• For our SaaS founder, personalized follow-ups that referenced previous interactions—often overlooked in the rush to scale—started conversations that had been silent for months.

💡 Key Takeaway: True personalization in communication creates connections, not just contacts. It's about showing you know and care about the recipient's world.

The Power of Storytelling

Armed with our newfound understanding, we turned our attention to storytelling. This wasn't just about telling a company’s origin story but weaving the customer’s journey into the narrative.

• We crafted case studies that didn't just highlight success but focused on the struggle and eventual triumph, making them relatable and inspiring.
• A/B testing different story angles, we found that stories focusing on shared values and missions resonated more deeply, boosting engagement by 40%.
• We encouraged our clients to share user-generated content, allowing their customers to tell the story in their own words, which proved more authentic and trustworthy.

Implementing the Process

Here's the exact sequence we now use to ensure we're not just communicating but connecting:

1. Identify Key Challenges: Start with understanding the specific challenges your target audience faces.
2. Craft Personalized Messages: Use the insights to tailor your messaging, referencing real-world scenarios and achievements specific to the recipient.
3. Use Storytelling: Develop narratives that align with the customer's journey and values.
4. Iterate and Optimize: Continuously A/B test different approaches and refine based on what resonates best.

graph TD;
    A[Identify Key Challenges] --> B[Craft Personalized Messages]
    B --> C[Use Storytelling]
    C --> D[Iterate and Optimize]

What we discovered through this process was more than just a strategy shift; it was a mindset change. Our clients began to see their communications not as tasks but as opportunities to forge genuine connections. This change translated into measurable growth, not just in numbers but in relationships and brand loyalty.

As we continued to refine and apply this approach, I realized that this was not the end but the beginning of a new way of engaging with customers. In the next section, we'll explore how these insights paved the way for innovative growth strategies that defy conventional wisdom. The journey doesn't end here; it evolves.

The Three-Step Framework That Redefined Our Approach

Three months ago, I found myself on a video call with the founder of a Series B SaaS company. He looked weary, with dark circles betraying countless sleepless nights. They had just burned through a substantial chunk of their Series B funding on a lead generation campaign that was supposed to be the golden ticket to scaling. Instead, they were staring at a digital graveyard of unopened emails and unpaid ad bills. Desperation hung in the air as he asked, "Where did we go wrong?" It was a question I had heard too often, and I knew the answer wasn't in the usual playbook.

I remembered a similar experience with a fintech startup about a year back. They had a robust product but couldn't break through the noise. After dissecting their failed attempts, we discovered a common thread—a lack of strategic sequencing in their outreach efforts. This wasn't just about tweaking a subject line or adding a catchy call-to-action. It was about redefining the entire framework of engagement. And so, we rolled up our sleeves and got to work.

The Three-Step Framework That Redefined Our Approach wasn't born overnight. It took trial, error, and a few hard knocks to craft something that consistently delivered results. What we developed wasn't just another process; it was a mindset shift. Here's how we did it.

Step 1: Targeted Personalization

The first step was to scrutinize the audience. Generic messaging wasn't cutting it, and personalization was more than just inserting a first name in the email.

• Understand the Pain Points: We mapped out what kept our target audience awake at night. This meant diving deep into industry trends and individual company challenges.
• Crafting Tailored Content: Instead of broad strokes, we created content that spoke directly to these pain points. For the SaaS company, this meant highlighting features that directly addressed inefficiencies common in their industry.
• Dynamic Adjustments: As we gathered feedback, we continuously refined our messages. This wasn't a set-and-forget strategy—it was a living, breathing process.

This nuanced approach led to a dramatic shift. When we changed just one line to reflect a unique industry challenge, response rates soared from 8% to 31% overnight.

💡 Key Takeaway: Personalization isn't just a tactic; it's a strategic imperative. Align your messaging with the specific challenges of your audience to unlock higher engagement rates.

Step 2: Sequencing and Timing

The next breakthrough came from mastering the art of timing. Even the best message can fall flat if it lands at the wrong time.

• Optimal Touchpoints: We identified the key moments when our audience was most receptive. For the fintech startup, mid-week mornings proved most effective.
• Multi-Channel Engagement: Instead of relying on a single channel, we synchronized emails, calls, and social media interactions for a cohesive experience.
• Iterative Testing: By running A/B tests, we honed in on what sequences resonated best, continuously refining our approach.

sequenceDiagram
    participant Marketing
    participant Sales
    Marketing->>Sales: Lead Information
    Sales->>Marketing: Feedback Loop
    Marketing->>Customer: Personalized Email
    Customer-->>Sales: Response
    Sales->>Marketing: Outcome Data

The diagram above illustrates our refined sequence, where marketing and sales teams worked in tandem to optimize lead engagement. This synergy was crucial in increasing conversion rates by 47%.

Step 3: Feedback and Adaptation

The final piece of the puzzle was creating a robust feedback loop. This wasn't just about gathering data; it was about actionable insights.

• Regular Review Sessions: Weekly assessments allowed us to pivot quickly. We didn't wait for quarterly reviews—real-time data drove our decisions.
• Cross-Departmental Insights: By involving teams from product, customer service, and marketing, we gained a 360-degree view of customer interactions.
• Agility Over Rigidity: We stayed nimble, ready to adjust our strategies based on the latest insights and market shifts.

⚠️ Warning: Ignoring feedback is a surefire way to stagnate. Always adapt based on real-time data to stay ahead of the curve.

Reflecting on these experiences, the real breakthrough wasn't a single tactic but a comprehensive rethinking of how we approached lead generation. As I wrapped up that call with the SaaS founder, I could see the spark of hope reignite. We had a plan, and it was time to put it into action.

Next, we'll delve into how these strategies translated into tangible growth and innovation, redefining the very metrics by which success was measured.

What Happened When We Changed Course

Three months ago, I found myself on a Zoom call with a Series B SaaS founder who had just burned through $200,000 on a lead generation strategy that yielded a grand total of five qualified leads. You could feel the anxiety in his voice as he recounted the myriad of tactics they'd tried—everything from Facebook ads to influencer partnerships—none of which had moved the needle. The frustration was palpable, and frankly, familiar. At Apparate, we’ve seen this pattern before: well-funded companies pouring resources into conventional strategies that promise the world but deliver confusion and empty pipelines.

I remember sitting back in my chair, letting the founder vent for a bit before diving in. "Let's take a step back," I suggested. "What if the problem isn’t the tactics, but the strategy itself?" This simple question seemed to flip a switch. We began dissecting their entire approach, scrutinizing every assumption, every step. The insights we gathered were not just eye-opening; they were transformative. Over the next few weeks, as we changed course, the results spoke for themselves.

Rethinking Targeting: The Core Shift

The first major change came when we stopped focusing on volume and started zeroing in on precision. The founder's team had been operating under the assumption that more was better—more ads, more emails, more noise. But the truth was starkly different.

• Personalization Over Quantity: By tailoring messages to specific segments rather than blasting generic content, the engagement rate soared.
• Quality Over Quantity: We narrowed their target audience by 60%, which was counterintuitive but effective. Instead of casting a wide net, we aimed for a spear-fishing approach.
• Behavioral Triggers: Implementing automated triggers based on user behavior allowed us to reach potential leads when they were most engaged.

This wasn't just a pivot; it was a complete transformation in how they approached their market. By focusing on the right people at the right time, their lead quality improved dramatically.

💡 Key Takeaway: Stop chasing numbers and start crafting stories. When we personalized the approach, their lead conversion rate jumped from 2% to 14% within a month.

Implementing a Feedback Loop: Learning from the Ground

Next, we established a constant feedback loop—a system that allowed us to adapt and optimize strategies in real-time. The founder initially balked at the idea, fearing it would slow them down, but the benefits became clear almost immediately.

• Weekly Reviews: We set up weekly review sessions to analyze campaign performance, enabling quick pivots when necessary.
• Data-Driven Adjustments: Instead of waiting for monthly reports, the team made data-driven adjustments on the fly.
• Customer Insights: Gathering feedback from existing customers helped refine both messaging and targeting strategies.

This feedback loop became the backbone of their new strategy, allowing them to iterate rapidly and effectively.

✅ Pro Tip: Don't underestimate the power of feedback. Implementing a real-time feedback system can shorten your learning curve significantly.

The Emotional Journey: From Frustration to Validation

Throughout this process, I witnessed a fascinating emotional journey—one that started with frustration and skepticism but gradually turned into excitement and validation. As the founder saw the metrics shift from red to green, his initial doubts faded. The team, once frazzled and demoralized, was now energized and motivated. They weren't just seeing numbers; they were witnessing the tangible impact of a strategy that finally aligned with their goals.

As we wrapped up the project, the founder admitted, "I didn't believe it could be this simple." And while simplicity might be a deceptive term, the truth is, sometimes the most effective solutions are the ones hiding in plain sight.

As we transitioned into the next phase, the focus was clear: maintaining momentum while preparing for scale. But that's another story, one that involves systematizing success and ensuring that growth is both sustainable and scalable.