When every new customer comes to you
This company's new business came to it, through inbound interest and events, and that had carried it a long way. To grow faster, the team needed to go and find accounts and agree one way to run a sales call. We rebuilt discovery and the presentation with the reps, moved forecasting into the CRM and set up outbound around their marketing. The first campaigns opened over $750K of pipeline in two weeks.
Health technology company // Client story
$750K+
pipeline in two weeks
Deal value opened by the first outbound campaigns, across three types of account.
Week 1
first demos booked
Outbound booked demos in its first week, one with a buyer who'd ignored an email a year earlier.
1 in 9
customer locations live
Most of the next growth was inside accounts they'd already won, and there's now a written process to go after it.
Where the work started.
The company grew on good reps and a product buyers liked as soon as they saw it. Each rep ran calls their own way, and the forecast lived in a spreadsheet outside the CRM. The product was live in about 1 in 9 of its existing customers' locations, so much of the next growth was inside accounts they'd already won.
//discovery_and_presentation
Stage marks, not scripts
We reviewed the team's recorded calls and sat down with every rep to hear how they ran them. Then we used our discovery call playbook to draft the questions a rep needs answered before a deal can move. The presentation works the same way. We call it stage marks, not scripts. Like actors in a play, reps get the marks they have to hit, in order, and the words in between stay their own. Reps keep their own words, and every call covers the questions a deal needs answered.
//crm_and_forecasting
A forecast that comes from the CRM
The forecast lived in spreadsheets, because the CRM held years of old deals and close dates were only filled in once a deal had closed. We simplified the pipeline to five stages with clear rules for moving between them, and cleaned out the stale deals. Automations now set and update close dates as a deal moves, and flag any deal that goes quiet. Filling in missing deal values alone showed about a third more pipeline than the dashboard had reported.
//call_scoring_and_coaching
Game tape every week
We moved the whole team onto one call recorder and mapped the call guide onto it, so every call is scored against the same ten points. The score grades what the rep did, so a question still counts when the buyer dodges it. Reps see their own scores, and nobody is ranked on them. The weekly sales meeting now runs to a set agenda with game tape. The team watches a strong example and a weak one, picks one thing to work on and checks next week's calls for it.
//outbound_and_expansion
Outbound built around their marketing
We wrote down what their best customers had in common, then set up outbound to work alongside their marketing, so every webinar and event gives the team a reason to reach out before and after. We also built a land-and-expand process for the locations their existing customers hadn't rolled out yet. The first campaigns opened about 240 opportunities. One type of account replied at more than three times the rate of another, so effort moved there.
//contact_research
No invented contacts
Outbound to hundreds of locations needs the right person at each one. We built an AI agent skill that reads each location's own website first, then works through two data sources in order, each filling only what the last one missed. A name is kept only if it appears word for word on the page it came from, and every email address is tested before anything is sent. In testing, 27 of 27 names checked out and none were invented.
What the team was left with.
The team has a call guide it helped write, a score on every recorded call and a weekly meeting where it reviews its own game tape. The forecast comes from the CRM, and outbound and expansion each have a written process. The team now goes after new accounts, and after the locations its existing customers haven't rolled out yet.
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