We’re with our companies all the way
We help founders and management teams navigate growth, sidestep roadblocks, and build lasting value.
VALUE FAR BEYOND THE BASICS
Over 30 years and 180 software investments, we’ve learned a lot about growth—from both our successes and our missteps. We know growth looks different for every company. Our approach to value creation reflects this reality.
HOW WE HELP ACCELERATE GROWTH
STRATEGIC ALIGNMENT
OPERATIONAL EXCELLENCE
SHARED KNOWLEDGE

Collaboration matters to us. We work closely with management teams to define success and create a sustainable road map for growth. Growth is not always predictable or linear, so we course-correct and refine strategies as necessary. With the strategic road map as the backdrop, we help build teams, advise on resource allocation, and pursue M&A opportunities.
We work with management teams on key operational areas to help scale companies quickly and avoid pitfalls.
SALES & MARKETING
TALENT
PRODUCT
OPERATIONS
SALES & MARKETING
- Defining target markets
- Territory planning
- Lead generation
- Pipeline velocity and conversion
- Account planning
- Account-based marketing
- Net promoter scores and customer health scores
- Customer segmentation
- Customer retention
TALENT
- Maintaining high performance culture
- Recruiting, onboarding, and retaining top talent
- Personal development programs
- Employee engagement
- Performance management
- Rewards and recognition programs
- Compensation plans
PRODUCT
- Validating a product roadmap
- Cloud infrastructure
- Pricing strategy
- Agile and scrum methodology
- Scaling a product and technology organization
- Outsourced development
- Transition to the cloud
- Enterprise class architecture and certifications
OPERATIONS
- Alignment on corporate goals
- Operational and financial benchmarking
- Business processes
- Systems implementations and integrations

Knowledge sharing is a cornerstone of A2Capital’s approach. One of our greatest company-building assets is our extensive network of portfolio company executives and industry professionals. Several times a year, A2Capital’s hosts functional-specific events to facilitate peer-to-peer sharing of best practices. These immersive, multi-day, hands-on learning sessions focus on actionable discussions. We also host webinars on specific topics and facilitate one-on-one discussions among management teams facing similar challenges.
- Building and Executing Against a Product Roadmap
- Agile Development
- Pricing Strategies
- Scaling a Product & Technology Organization
- Performance Measurement and ROI of R&D spend
- Driving Alignment between Sales and Marketing
- Building a Powerful Lead Generation Engine
- Understanding the Buyer’s Journey
- Value Selling: Getting Away from the Feature Discussion
- Value Drivers for Software Companies
- Exit Planning and IPO Readiness
- Best Practice Board Reporting
- Sales Forecasting
- Compensation Strategy
- Driving a Culture of Customer Success
- Sales to Professional Services Handoff
- Net Promoter Score and Customer Health
- Communicating Bugs Effectively to Product
- Event-Based Customer Satisfaction
- Creating a High Performance Culture
- Recruiting and Retaining Top Talent
- Training, On-Boarding, and Development Programs
- Performance Management
- Self-Directed PTO
- Leadership / Managing Growth
- Hiring, Developing, and Retaining Top Talent
- Building an Effective Customer Success Organization
- Maintaining a High Performance Culture
- Sales & Marketing Effectiveness
- Preparing for a Successful Exit