How Fabriq Aligned Its Revenue Teams Around a Best-in-Class GTM Framework
The challenge
Alban wasn't looking to replace his tool stack. What he needed was a foundation to build the right revenue system — one that could give the whole company a shared, structured view of GTM performance.
Fabriq is the all-in-one platform for operational excellence in manufacturing plants. By digitalizing lean management and daily performance routines, it helps factory teams respond faster to performance gaps, solve problems at the right level, and drive continuous improvement on the shop floor — with customers across Europe and North America.
Alban van Rijsewijk joined Fabriq as one of its first five employees and grew into the Head of RevOps, overseeing a team of four. His ambition was clear: build a best-in-class GTM operation grounded in the Winning by Design framework. But with a small team and no dedicated data function, achieving that vision meant doing everything himself, from CRM administration to data analysis to pipeline reporting. He knew the complexity would only grow over time, and wanted to future-proof his RevOps infrastructure before it became a problem.
On top of that, with Fabriq’s complex, non-standard go-to-market motion — landing a single factory, then expanding to the full group over time — and a data stack that wasn't designed for that kind of analysis, getting there was easier said than done.
- Time-to-insights was too slow. Getting a clear view of sales cycle length, conversion rates between funnel stages, or any other GTM metric required significant manual effort.
- The Winning by Design bowtie was impossible to operationalize. Fabriq's land-and-expand motion didn't map neatly onto standard SaaS frameworks, making it hard to track performance coherently across acquisition and expansion.
Our approach
Alban came across Vasco through a recommendation from a RevOps consulting firm that saw in the product a way to bring his vision to life at speed. Implementation had some challenges — not because of the product itself, but because of the complexity of mapping Fabriq's unique go-to-market onto a structured set of best practices. The Vasco team rose to the challenge.
"The team was very dedicated to the success of the project. There are very smart people working at Vasco. They have a clear understanding of the go-to-market complexity in terms of systems and data. The discussions we had helped me a lot to move forward with my vision."
Vasco was implemented as Fabriq's GTM operating layer in 2025 and was quickly adopted by the CEO, VP Sales, and sales managers for their weekly cadence. By January 2026, planning and targets were built directly in Vasco, making it the primary source of truth for GTM performance. Key features driving adoption:
- Top-Down & Bottom-Up Planning: Alban uses this to set revenue targets and cascade them into top-of-funnel goals across markets, with full alignment across sales and marketing.
- Pulse: The VP Sales uses the Pulse in every sales meeting, giving the full team a live, high-level view of bowtie performance and surfacing where to investigate.
- Weekly Digest: Every Tuesday, a digest lands in the inboxes of the CEO, VP Sales, sales managers, and the CFO — keeping leadership oriented around the same numbers without requiring anyone to log in.
A key part of Vasco's value, Alban explains, is structural: "RevOps best practices are built into the product, which made it possible to implement the Winning by Design framework at Fabriq. Using Vasco encourages you to deploy the standard in your systems."
"The team was very dedicated to the success of the project. There are very smart people working at Vasco. They have a clear understanding of the go-to-market complexity in terms of systems and data. The discussions we had helped me a lot to move forward with my vision."
"RevOps best practices are built into the product, which made it possible to implement the Winning by Design framework at Fabriq. Using Vasco encourages you to deploy the standard in your systems."
The results
“If you're a RevOps person trying to build a mature, scalable go-to-market system, Vasco is definitely worth it. What it gives you isn't just visibility. It makes you and your team strategic, because you stop spending your time chasing data and start spending it on decisions that matter.”
TIME SAVED ACROSS THE BOARD
Converting revenue targets into top-of-funnel targets now takes 70% less time. Monthly reporting 80% automated. And roughly 50% of investor reporting now covered by a Vasco dashboard. Across the board, time that used to go into assembling data now goes into using it.
FASTER, PROACTIVE REACTIONS TO PIPELINE SIGNALS
When Vasco flagged a pipeline creation shortfall in late January — visible in real time — the team mobilized immediately: pushing reps to qualify stalled opportunities, generate new meetings, and rethink outbound in the U.S. Two to three weeks later, pipeline was trending in the right direction.
A SINGLE SOURCE OF TRUTH
Vasco anchors the data culture across sales, marketing, and customer success. With everyone working from the same KPIs and definitions, alignment that used to require constant back-and-forth now happens naturally.
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