We made in profits, in 3 years, more than what the company made in the past 10 years thanks to guidance from C-Level Global – Division Controller
A $42MM division of a global IT support company focused on servicing business-to-business (B2B) clients in North America by maintaining high levels of efficiency and uptime in client’s mission critical networks and proprietary SAS.
Client’s Marketing and Sales People:
The overall process of acquiring new business involved a total of 22 internal people. The group was divided in to 3 separate groups; lead generation, sales and sales support.
The business unit was not growing at the rate expected by the Board and talk of selling the unit was being discussed. The problem was that the valuation for the possible sale was not enough to meet the necessary ROI. The margins were not meeting expected ratios, which further complicated the senior management’s dilemma. Growing revenues was paramount and the pressure was high.
Revenue growth from new business was not on target according to current pipeline reports and indications from the vast majority of the relevant staff, including, sales, marketing and business development administration, were far from individual quotas.
The CEO wanted a reliable process for all the people to work together on and utilize when dealing with the market place. The CEO sought a reliable CRM, but only because he wanted better people and processes with those accountable for any marketing and sales related activities, rather internal or external, such as Value Added Resellers (VAR) or other business alliances.
Pressure was on to not only to sustain growth by selling other services to existing clients but also to find new business and meet quarterly sales quotas.
Project Focus Areas With Client:
CRM – Marketing and Sales People –Processes –Automation – Reporting
C-Level Global was engaged to help grow revenues by making core competencies out of the CRM and Automation Tools. The focus was on combining best practices for the CRM and the Automation Tools with the internal people and processes involved in touching the market place.
The solution executed was in effect about engineering consistent-repeatable-processes and adding more capacity to the people for selling in 7 key areas. Ultimately, the project work C-Level Global engaged the client to implement was about getting more;
- B2B decision makers and key influencers identified and in the CRM
- Stronger CRM protocol for all people touching the market place
- Incredible collateral distributed via an internal “Content Machine” that feeds the target audience quality and educational branded messaging to support sales
- Time with buyers in “Multiple Modes-to-Market”
- Follow-up efforts and more proposals generated
- Closed business with key targets
- Stronger and visible reporting to see what is going on
These 7 areas provided more capacity to focus on mission critical sales activities and added more capacity to the people and the system so that more emphasis could be put on closing the business with the most potential to close. Simultaneously, efforts were conducted to drip campaign and nurture prospects further out in the buying cycle.
The client saw organic revenue growth over 200% in some quarters. The project success came from leveraging what the company had already in terms of technology, resources and people so that more time could be spent in front of the actual decision makers. C-Level Global helped all the marketing and sales people work together in a measurably more effective selling process that their people enjoyed.
C-Level Global provided a team of 3 full-time people plus support from a project manager and the support as needed from the C-Level Global shared services team. Working directly with the senior management team and all the frontline staff, the C-Level Global team helped elevate two main
- Double the amount of meetings being set and attended weekly with qualified decision makers
- Help manage and close more business in the daily selling efforts with CRM and Automation
The Modes-To-Market that C-Level Global helped strengthen and get greater success from while implementing CRM and Automation were:
- Email campaigns
- Direct calls
- Social media
- Select trade shows and events
Over a $70MM increase in the annual sales revenues run rate was achieved and sustained in under 3 years. The division surpassed the $100MM annual revenue mark and is focused on $200MM now.
12 to 1
Based on the profit margin on sales increases over project life versus project fees; verified by Controller
We grew cash flow faster than the Board ever thought our group could all because C-Level Global knew a lot more about winning business than just how to get us using the database and automating branding and thought leadership – EVP North American Sales