Client Case Study
Credo Growth
HELÉNE SMUTS
FOUNDER AND CEO
LONDON, CAPE TOWN, NEW YORK
“Find out how Outsell helped Helene Smuts, Founder and CEO at Credo Growth increase revenue and profitability by optimizing her sales process and building a powerful B2B sales strategy for international expansion resulting in YOY revenue growth of 40%”
THE CHALLENGE
Credos Main Challenge
Credo’s biggest problem was their reliance on the founders’ network, her capacity to scale their B2B outbound activities and a sales process involving her at multiple levels. Credo also wanted to attract higher-value clients with a longer customer lifetime value.
THE SOLUTION
Outsell and Credo working together
Outsell provided two services: Sales Optimisation and B2B ROI Optimisation and Outbound Development
THE SOLUTION
1. Sales Optimisation
A NEW SALES PROCESS WAS BUILT
to allow a new sales support team to manage 80% of the pipeline, removing Helene from non-critical activities.
to allow a new sales support team to manage 80% of the pipeline, removing Helene from non-critical activities.
A NEW CRM IMPLEMENTED
providing real-time data on lead sources, lead quality, multiple-stage conversion rates, speed of response, and a 6-month lead nurturing process utilizing multi-touchpoint nurturing.
providing real-time data on lead sources, lead quality, multiple-stage conversion rates, speed of response, and a 6-month lead nurturing process utilizing multi-touchpoint nurturing.
SALES TEAM TRAINING
around lead quality identification, sales collateral updated in line with ICP pain points and sales team training on increasing ACV (annual contract value) at point of sale.
around lead quality identification, sales collateral updated in line with ICP pain points and sales team training on increasing ACV (annual contract value) at point of sale.
3-MONTH SALES LEADERSHIP COACHING PLAN
(2 x 45-minute sessions each month) with a focus on maintaining sales team energy, hiring top talent, sales pipeline optimization and key account closing.
(2 x 45-minute sessions each month) with a focus on maintaining sales team energy, hiring top talent, sales pipeline optimization and key account closing.
Outsell Delivery:
One-off 15-week project using a mixture of workshops, consulting and Outsell Implementation.
One-off 15-week project using a mixture of workshops, consulting and Outsell Implementation.
THE SOLUTION
2. B2B ROI Optimisation & Outbound Development
HELÉNE SMUTS, FOUNDER AND CEO
Once we confirmed Credos ICP (Manufacturing companies in the United States) we worked on their positioning so that there was a clear message that spoke to Credos ICPs across all touch points i.e website, outreach, content, PR social and 121 activities. We then launched multiple campaigns utilizing personal networks, in-person engagements (conferences and associations) supported by content that represented Credo and Helene as trusted experts in this field.
Outsells Ongoing Project Management Summary
DEEP REASECRH
into each account with 5-8 prospects identified at each account and one “change-maker/champion.”
into each account with 5-8 prospects identified at each account and one “change-maker/champion.”
ACCOUNT INTELLIGENT MONITORING
to identify prospects’ online profiles and opportunities to meet online and in person.
to identify prospects’ online profiles and opportunities to meet online and in person.
CONFIRMED ACCOUNT/PROSPECT PAIN POINTS
through outreach to existing connections within ICP.
through outreach to existing connections within ICP.
DEVELOPED AND ALIGNED ALL B2B MARKETING COLLATERAL
around one common strategy and ICPs pain points at an account, user, and decision-maker level.
Ongoing Monthly retainer using a mixture of workshops, consulting, project management and strategy development.
THE RESULTS
Credo Growth
Credos sales process is clearly defined with a deep understanding of the conversion rates we need to hit at each stage. Over the last 12 months our conversion rate across all channels has increased by 12.5%.
Helene, Credos’ Founder and CEO has been removed from all aspects of the sales process apart from the high value activities..
Credo has a clear outbound sales strategy that can scale.
Credo was able to identify poor performing marketing activities and reallocate this budget to better-performing channels increasing their ROI.
Credos average annual contract value has increased by 37%.
Customer Lifetime Value has increased from an average of 6 months to 14 months.
Book a strategy Session
