Executive Summary
A mid-sized audio manufacturing company, in operation for 25 years, lacked the sales infrastructure to grow. The sales function did not have a dedicated leader and lacked the foundational processes and strategy to drive future revenue. It was quickly becoming apparent that a plan outside of relying on current logos was needed
The Big Win
The previous year’s revenue total was improved by 24% YoY.
Challenges
- No sales leadership, with no strategic owner of revenue growth, no coaching structure for sales execution, and no consistent oversight of pipeline health.
- No sales process or standardized approach to qualifying prospects, managing opportunities, or advancing deals through defined stages.
- No reliable sales forecast or shared data, making it difficult to plan manufacturing targets, hiring, and project revenues.
- Limited use of technology with incomplete CRM data and reporting insights, impacting organization visibility.
Solutions
- Create a custom, comprehensive 22-part Sales Infrastructure Plan as a blueprint to provide structure across the sales organization. This defined sales stages, KPIs, meeting cadence, sales targets, and more.
- Hire a new Director of Sales to bring ownership and accountability to the sales function, with a clearly defined strategy and measurable targets.
- Build a new lead generation strategy and sales plan to reduce reliance on existing logos, with strengthened outbound efforts and realigned messaging.
- Expand the company’s international reach to increase foothold in new markets and accelerate revenue growth.
- Implement AI to streamline insights and sales rep activities and provide deeper insights into pipeline trends, activity performance, and risk assessment.
Testimonial
We are now confident and believe our sales plan will lead to incredible success!
Results
- With leadership, process, strategy, and tools aligned, the company achieved a 24% year-over-year revenue increase. Growth was driven by improved pipeline management, stronger conversion rates, increased sales rep activity, and disciplined forecasting.
- The new Director of Sales successfully implemented structure, established new processes, and built a strong team culture. This enabled sustainable, measurable growth and provided sales clarity throughout the organization.
- With improved sales performance and clarified revenue goals, the team was able to hire and onboard 3 additional sales team members to sustain the continued growth.
- Implemented AI to increase productivity by reducing administrative tasks and improving follow-up consistency, improve forecast confidence through real-time pipeline analytics and accurate deal tracking, and identify stalled deals earlier, allowing proactive intervention and stronger close rates.
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