Case Study #1:
Rebuilding Outbound to Double Pipeline at APS
Problem: APS was very successful with inbound leads but hit a plateau in the amount of leads they could generate through inbound methods. A BDR team was established to generate outbound interest and pipeline. The AE team, being so used to working inbound leads with problem recognition, struggled to turn outbound interest into buying triggers and the amount of prospects that went from meeting to qualified pipeline was very low (30 percent).
Solution: I realized quickly that I needed to teach these AEs how to actually sell in terms of creating pain and value. I ran a training program, combined with an annual sales meeting, that taught pain and impact realization and made this the focus of enablement over a 6 month time period. I also implemented a nurture strategy alongside marketing that built credibility and social proof alongside the BDR and AE team.
Outcome: The goal was to impact qualified pipeline and we did just that. In 3 months, outbound meeting set to pipeline increased to 40% and by the end of 6 months was at 60%. So we were able to convert 6/10 meetings into qualified pipeline with problem and impact recognition. The great part about this was that outbound deals had a much higher close rate than inbound so once we fixed the qualified pipeline problem we were able to realize revenue quickly.
Case Study #2:
Combatting Indecision at Logixboard to increase close rates by 5%
Problem: Logixboard provides a very nice looking system that most prospects showed interest in at first glance. When budgets began to contract in 2023 prospects began viewing Logixboard as a “nice to have” and not a “need to have” and close rates started to fall.
Solution: In collaboration with product marketing, I led a revamp of our value proposition delivery and reasons to buy. We adjusted our sales slides and buying process and also implemented an ROI calculator and a “path to success” as part of our late stage sales process. The goal was to position Logixboard as a revenue generating tool and to show the prospects the path to success so that they’d be missing out on revenue if they didn’t buy. LMS courses, marketing materials and training were part of this 1 month intensive program.
Outcome: The leading indicator of success for this program was qualified pipeline that got beyond proposal stage as that is where most deals were dying previously (once they saw price they’d go dark). Because sales cycles were longer than 90 days we wanted to see funnel impact before close rate, which we did, but ultimately we were able to increase close rates that quarter by 5%.