Case 1: Manufacturing Sales Department
B2B manufacturing — industrial equipment (regional company, Yekaterinburg)
Problem:
The sales department was weak: cold calling was ineffective, and deals were rare.
Solutions:
- CRM implementation
- Funnel update: customer segmentation by industry and potential;
- Scripts + argumentation through TCO (total cost of ownership) calculation;
- KPI implementation: 15 touchpoints per customer, 3 meetings per week, 2 proposals per day;
- Integration with the marketing department established.
Result:
After 3 months, incoming traffic increased by 20%. After 6 months, revenue increased by 45%, and the sales cycle was reduced from 60 to 28 days.
Case Study 2: Beauty Sphere (Nail Studio Franchise)
Goal:
Opening a sales department for franchising—we needed a systematic department without "charismatic salespeople."
Key Steps:
- B2B sales funnel with warm-up through webinars and automated webinars;
- Using lead generation and automated funnels;
- A 4-person department: SDR (cold outreach), closer (negotiations), sales manager, and marketer;
- Scripts with questions to help identify motivation for business;
- Transition to CRM + online dashboards.
Result:
In 4 months, 18 franchises were sold instead of 5. Conversion rate at the meeting-signing stage was 31% (previously 12%).
Case Study 3: Large Construction Company (Moscow) — Implementing SPIN + CRM
Objective:
Increasing commercial real estate sales (apartments, offices).
Tools:
- Training managers in SPIN sales methodology;
- CRM adaptation: tracking stages and activity;
- Activity monitoring through KPIs (contacts, commercial offers, impressions);
- Direct transfer of website inquiries to the CRM with automatic distribution;
- Video analysis of negotiations once a week.
Result:
Increased lead-to-deal conversion from 6% to 14% in 5 months. Average transaction time reduced by 20 days.
General practical lessons learned:
