Unlocked growth via repeatable sales system
Case study:
Unlocked growth via repeatable sales system
- Situation
- Country unit of a global group lacked a repeatable sales system and operated in reactive swings between revenue shortfalls and margin misses
- Erratic overhiring and high churn kept capacity unstable, while reliance on a few top reps with outsized commissions compressed margins and depressed profitability
- Actions
- Defined measures across hiring, activation and retention using cohort analysis of tenure-based ramp-up, churn and productivity drivers
- Reset hiring with hard qualification criteria and structured interviews, added Operations veto rights and tied recruiter incentives to 90/180-day activation and retention outcomes
- Shifted frontline leadership from closers to coaches by redefining roles, moving incentives to activation and lead growth and enforcing weekly routines backed by consequence management
- Established a country-wide sales steering cadence with a single dashboard cascaded from CEO to individual reps, tenure-differentiated targets, leading indicators such as leads and clear escalation rules when metrics went out of range
- Rebuilt lead governance with performance-based allocation, clear follow-up rules, fast qualification turnaround times and marketing budget shifts toward the best cost-quality lead sources
- Results
- Stabilized capacity by improving new-joiner activation and reducing churn, enabling sustainable net rep growth
- Increased leads per new rep by >100% during their first six months, accelerating ramp-up and improving early retention
- Quantified a 25% p.a. new-sales upside and >50% productivity upside, with the first six months exceeding the ramp curve assumption