Sales Operations Outsourcing and Sales Consulting Case Study

by Glen Springer | Jul 26, 2017

The Challenge

A small company had two years of declining revenue. The original founders decided to part ways. Gabriel Sales’ client retained ownership of mid-sized business clients and the web technology software, architecture and engineering teams. The second founder spun off a graphic design company. The new entities executive’s core competency was sales but he needed to focus on rebuilding operations and maintaining strategic partnerships. Was looking for quick operational support.

Selling To: Directors of Marketing, Small Business Owners, Creative Directors of Small and Medium Sized Business

The Solution

Lead Generation and Inside Sales Outsourcing-Gabriel Sales staffed lead generation and inside sales staff trained by founder to fill the pipe and close basic service offering.
Sales Consulting and New Product Launch-Gabriel Sales examined existing infrastructure and service offering and identified an internal self-publishing tool that could be sold as a stand alone offering
Part Time Inside Sales Staffing -Gabriel Sales dedicated a telemarketer to focus on the new product offering, packaged and staffed an inside sales representative to generate blended technology and service offering deals for founder to close.

The Results

New Prospects

Retention Rate

Deals in 4 Months

From a universe of 2,000 targets, Gabriel Sales contacted 500 new prospects and past clients to introduce the new entity.
Gabriel Sales provided an infrastructure including a cleaned and organized database, created a sales training manual then recruited and transitioned the team back in-house, once the founder had reorganized and built internal operations.
Company retained 90% of clients.
Gabriel Sales closed 3 new deals in a 4-month period and passed 20 plus prospects for additional development by founder and transitioned team (7 closed within 6 months)

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Company is a mid-sized outsourced BPO services firm supporting specific financial services functions for the real estate industry with facilities in Manila and India. Company and 20 year sales partner parted ways with Senior Executives retirement. Company needed to take over all account management responsibilities while simultaneously building its own direct sales process and infrastructure.

The Challenge

Company needed a complete sales and marketing solution. Executives had deep industry domain expertise and wanted to acquire sales and marketing strategy expertise and to avoid a 300K investment in enterprise reps with an outsourced sales and marketing solution first.

Selling to Fortune 500 SVPs and Management and SMB owners
The universe of decision makers for the Company’s solution was less than 6,000 individuals across the United States
Company needed to be prepared to sell to both business owners of privately held companies and the Fortune 500
Company had no database, CRM and website was 5 years old.
Complexity of the sale and solution would require hiring 150K – 200K full comp reps and would take over a year to train.
Company had never attempted to develop leads beyond tradeshows and rolodex reps.
Typical sales cycle was 2-3 years from first contact.

The Solution: Year 1

Sales and Marketing Strategy, Target Market Research, Content Strategy, Marketing Automation and Website Development, B2B Lead Gen Campaign, Outsourced Sales and Marketing Execution

Gabriel Sales implemented our agile sales acceleration workshop to develop a comprehensive integrated sales and marketing strategy.
Re‐developed website in order to engage key prospect and customer segments by leveraging Company’s deep, industry‐leading expertise and knowledge
Targeted entire market of decision makers with comprehensive outbound calling & email campaign and pay-per-click campaign.
Implemented Marketing Automation System and Digital Demand Center™
Planned and developed ongoing buyer education nurturing program with relevant and valuable content mapped to the buying process
Performance reporting: marketing and sales pipeline scorecard (Traffic to MQL to SAL to SQL to Revenue), calling, content engagement, and marketing programs performance management.

The Results: Year 1

Targeted and confirmed the entire market was aware of the company and their solution.
Developed a database of 3,000 senior decision makers who opted-in to the company’s ongoing monthly “buyer education” marketing newsletter to ensure company remains top of mind.
Developed 4 opportunities

Ongoing Solution

One, three-part new lead generation campaign, twice annually
Annual sales and marketing strategy workshop
Staff blended outsourced marketing team to manage ongoing nurturing
Ongoing staffing of part time outsourced inside sales reps to monitor lead scoring engine to set appointments for company’s senior executives and account managers.

Company is now able to close business with existing executives and account management reps

Ongoing Results

Outbound Calls a Month

Ave. Appointments Set a Month

Ave. Appointments Moving to Pilot Program a Month