CASE STUDY — SALES
The Context
The client was a 150-member IT services company offering enterprise tech solutions across India, UAE, and the US. They had a solid portfolio, strong delivery team, and regular inbound queries — but their sales outcomes were unpredictable.
Despite generating decent leads, conversion rates were poor. Their follow-ups were inconsistent, every sales rep used a different approach, and there was no clarity on where deals were getting stuck.
They reached out to us to audit their sales process, streamline lead handling, and set up a repeatable sales system.
The Challenge
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No Funnel Visibility: Leads were being tracked in spreadsheets or siloed inboxes.
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Weak Follow-Up Discipline: No fixed cadence. Some leads were dropped after 1–2 touchpoints.
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Unclear Qualification Criteria: SDRs (Sales Development Representatives) couldn’t align on which leads were worth pursuing.
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Low Conversion Rate: Out of ~200 MQLs (Marketing Qualified Leads)/month, only 5–6 turned into paying clients.
Our Approach
We focused on giving structure and rhythm to the sales process — from the moment a lead entered the system to the final close — through better funnel design, automation, and consistent communication.
What We Did
1.
Funnel Mapping & CRM Setup
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Implemented CRM and created a 5-stage funnel: MQL (Marketing Qualified Leads) → SQL (Sales Qualified Lead) → Demo → Proposal → Closed.
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Set up automatic lead assignment, source tagging, and deal tracking.
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Integrated with website forms, omni channel messaging systems, and email campaigns.
2.
Follow-Up Sequence Design
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Created a standard 5-touch sequence (email + WhatsApp + call) for cold and warm leads.
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Gave SDRs ready-made scripts for first contact, follow-up nudges, and demo reminders which were integrated into the dialer itself.
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Added reminder automation + task tracking inside the CRM.
3.
Qualification Framework & SDR Training
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Designed a qualification checklist based on project size, urgency, and budget clarity.
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Ran 2 live workshops with SDRs and AEs on objection handling and pitch personalisation.
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Installed feedback loops between marketing and sales for better lead quality feedback.
4.
Sales Collateral Pack
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Refreshed pitch decks, case study templates, proposal formats, and pricing summary sheets.
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Created vertical-specific email scripts for IT, real estate, and BFSI clients.
Services Provided
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CRM Setup & Funnel Design
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Lead Segmentation & Auto-Assignment
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Follow-Up Sequence Creation
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SDR Training & Scripts
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Sales Collateral Development
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Lead Quality Feedback Loop Integration
Results (After 10 Weeks)
What Worked
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Sales teams performed better when they had clear scripts, sequences, and visibility.
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Automating small steps (like follow-up reminders) prevented leads from slipping through.
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Real-time lead source tagging helped the team prioritise faster-closing opportunities.
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Standardised tools built credibility in pitches and reduced back-and-forth in proposals.
Key Takeaways (For Us)
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A weak sales engine isn’t always a people problem — it’s often a structure problem.
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Aligning SDRs and AEs on lead qualification dramatically reduced wasted effort.
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CRMs only work when they’re easy to use and tailored to the team’s actual workflow.
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Small changes (scripts, follow-ups, decks) compound fast when everyone follows the same rhythm.
