Turning a big audience into sales calls
This firm's marketing was working. People downloaded its guides, came to its webinars and engaged on LinkedIn, but very little of that became a sales conversation, because nobody could see who was paying attention. We fixed that first. Then we rebuilt how the team runs sales calls and helped launch a new product. In one quarter they signed more than $1M.
Advisory and training firm // Client story
$1M+
signed in one quarter
For the first time, they had work sold months ahead of delivery.
2x
faster on smaller deals
Smaller advisory projects went from about 75 days to close to about 34.
6 weeks
to first new-product deals
From the start of launch work to the first companies saying yes. A two-year contract came next.
Where the work started.
The founders built a good name and a big audience by doing excellent work and teaching what they knew. They couldn't yet see who in that audience was ready to talk, and the team had no shared way to run a sales call. Each person sold a little differently, and the founders still closed most big deals themselves.
//engagement_data
Finding the people already paying attention
The firm's warmest leads were already in its own data, spread across five places: email lists, product sign-ups, webinar registrations, the website and the founders' LinkedIn. We pulled more than 10,000 people into one view and tracked what each of them did, including downloads, webinar attendance and LinkedIn engagement. Every week the team gets a short list of the people engaging most, and someone on their side approves each name before follow-up goes out.
//sales_playbooks
Sales calls with feedback built in
We rewrote their discovery and sales call playbooks and agreed a simple rule for when a lead is worth a salesperson's time. Then we built an automation that checks each call transcript against the playbook and sends feedback into the tools the team already uses, while the call is still fresh. More of the team started selling, and win rates went up. On the first two proposals using the new template, buyers picked the top option.
//product_launch
Launching a second product
They wanted to sell training to companies as well as individuals. We helped position the new offer apart from what they already sold, built the outreach and connected it to the new lead system. We also went through their existing clients, because a company that already trusted them for advisory work was the easiest place to sell training, and the other way round. The first deals came six weeks in.
What the team was left with.
The team sees everyone engaging with its content in one place, gets feedback on real calls in the tools it already uses, and runs the weekly outreach itself. Win rates went up, smaller projects close in about half the time, and the firm sold its first six-figure project of its kind.
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