top of page

Case studies

Check out some of our case studies below to see how we've helped our clients in various industries.

Accelerating Growth with CSL Training and Effective Tools and Processes: Technology Case Study

“Our Frabul Consultant was hired and within months solved a long list of sales infrastructure and process gaps with clear and effective approaches. I am extremely pleased with our progress and success due to their highly professional, pleasant, and dedicated style. They were a terrific resource and hiring them was one of the best decisions I ever made!!”

​

Jim Brahm |CEO of Security Compliance Associates

Technology worker (1).png

Increasing Growth & Reducing the Sales Cycle to Improve Performance: HVAC Case Study

The Big Win
​

Experienced a 6% increase in revenue growth over the course of the year, which is double the industry average.

​

Executive Summary

​

The owner of a heating and cooling company (HVAC), in business for 20 years, understood he needed to change behaviors within his company in order to achieve sustained growth. He believed implementing the right tools and processes would create a more motivated sales team, leading to better performance.

​

Results
​

  • Team performance improved from 3% to 9% growth

  • Reduced length of the sales cycle by 30%

  • Improved sales focus, with more integrated processes and tools improving team morale

  • CRO fully capable to assume strategic an tactical sales leadership after four months

Challenges
​

  • Slow growth rate of 3%

  • Sales Reps’ territories were spread across the state and speed of sales execution required improvement to meet market conditions

  • New Chief Revenue Officer (CRO) hired was operationally skilled, but not sales experienced

  • Existing CRM system not fully integrated into the sales process

​

Solutions

​

  • Re-mapped process between inside and outside sales and finance organizations to speed sales execution

  • Re-designed CRM mobility app and trained

  • Conducted weekly sales meetings and bi-monthly one-on-one meetings which were firsts for organization

  • Developed new sales reporting package creating more transparency on activity, successes, and margin

  • Coached new CRO in defining sales strategy, company and individual business planning, improving poor performance, compensation plans, and CRM

  • Supported CFO in annual budgeting and forecasting process and installed new methodologies

Accelerating Growth with CSL Training and Effective Tools and Processes: Technology Case Study

The Big Win
​

Sales grew 28% during the year and increased an additional 10% the following year, despite an economic slowdown.

​

Executive Summary

​

In business for twelve years with twenty-five employees, Security Compliance Associates, a cybersecurity company, committed to a five-year plan for accelerating growth. The leadership team recognized there were some areas in their sales organization that needed to be fixed to drive revenue. They understood the need to  hire or train a salesperson to lead the sales team, develop consistent sales processes, and  implement an effective tracking tool. Hiring a Sales Consultant provided clear direction on how to accomplish the desired results.

​

Results
​

  • One senior salesperson was promoted to Chief Revenue Officer (CRO) post CSL training

  • Access and visibility across the organization in an online CRM platform

  • New sales team members hired and onboarded

  • Consistent and productive weekly sales meetings

  • Sales grew 28%

Challenges
​

  • No dedicated sales leadership

  • No reliable systems to ensure predictable revenue

  • No consistent sales processes

  • Reluctance to invest in sales resources until better systems were in place

  • Inconsistent results by sales team members

  • Cost of sales is high relative to competition

  • Expensive to enter or capitalize on some markets –Healthcare or Government

​

Solutions

​

  • Delivered Certified Sales Leader (CSL) training to two senior salespeople

  • Implemented a new CRM and imported existing data from Excel and prior desktop CRM’s

  • Created a new compensation program to incent the right behaviors

  • Developed business plans for each member of the sales team

  • Created a documented sales process including defining each step in the sales process connected to key deliverables that needed to be accomplished before moving on to the next step

  • Integrated new sales process into the CRM

  • Connected client to Breakaway Sales Recruiting for new talent

  • Created monthly sales goals and weekly activity metrics and
    incorporated them into the CRM reporting

  • Provided sales management structure and tools for weekly sales and one-on-one meetings, performance activity metric tracking, and quarterly/annual performance reviews

  • Introduced EOS for leadership to develop a clear path to their long-term strategy plan and goals

Setting Sales Records by Creating a Defined Sales Structure: Construction Case Study

The Big Win
​

The company set a sales record in its first full quarter of implementation. Projected $3 million dollar increase over the next three years.

​

Executive Summary

​

A Construction Company, in operation for 16 years, called on the help of Frabul because they lacked a defined sales process. The sales team was not utilizing a CRM and the company’s compensation plans were not effective for the sales reps. The company needed to revise their brand message to make it more compelling.

​

Results
​

  • Retained the top sales person by freeing
    him from account management details and
    created a hunter role for him with a lucrative
    compensation plan to match.

  • Installed a much needed sales infrastructure.

  • Taught the CEO to be an effective Sales
    Leader.

Challenges
​

  • Lacked Commission Structure

  • Territories Needed Re-Alignment

  • Sales Skills Needed to be Honed in

  • Lacked Opportunity Management

  • Needed Lead Generation and Management

  • No USP

  • No Sales Process

​

Solutions

​

  • Defined a Sales Strategy & Sales Process

  • Created a Sales Story

  • Packaged a Sales Playbook used for Onboarding New Sales Reps

  • Installed SFDC

  • Defined Metrics and Dashboards

  • Installed a Sales Meeting Structure Included 1:1s

  • Built Compensation Plans to Drive Company KPIs

​

Client Overview

​

  • Starting Revenue: $3.5 Million

  • Projected Revenue: $6 Million

  • Staff Members: 25

Aligning Management with Sales to Reduce Sales Costs:
A Distribution Case Study

The Big Win
​

Sales grew 28% during the year and increased an additional 10% the following year, despite an economic slowdown.

​

Executive Summary

​

In business for twelve years with twenty-five employees, Security Compliance Associates, a cybersecurity company, committed to a five-year plan for accelerating growth. The leadership team recognized there were some areas in their sales organization that needed to be fixed to drive revenue. They understood the need to  hire or train a salesperson to lead the sales team, develop consistent sales processes, and  implement an effective tracking tool. Hiring a Sales Consultant provided clear direction on how to accomplish the desired results.

​

Results
​

  • One senior salesperson was promoted to Chief Revenue Officer (CRO) post CSL training

  • Access and visibility across the organization in an online CRM platform

  • New sales team members hired and onboarded

  • Consistent and productive weekly sales meetings

  • Sales grew 28%

Challenges
​

  • No dedicated sales leadership

  • No reliable systems to ensure predictable revenue

  • No consistent sales processes

  • Reluctance to invest in sales resources until better systems were in place

  • Inconsistent results by sales team members

  • Cost of sales is high relative to competition

  • Expensive to enter or capitalize on some markets –Healthcare or Government

​

Solutions

​

  • Delivered Certified Sales Leader (CSL) training to two senior salespeople

  • Implemented a new CRM and imported existing data from Excel and prior desktop CRM’s

  • Created a new compensation program to incent the right behaviors

  • Developed business plans for each member of the sales team

  • Created a documented sales process including defining each step in the sales process connected to key deliverables that needed to be accomplished before moving on to the next step

  • Integrated new sales process into the CRM

  • Connected client to Breakaway Sales Recruiting for new talent

  • Created monthly sales goals and weekly activity metrics and
    incorporated them into the CRM reporting

  • Provided sales management structure and tools for weekly sales and one-on-one meetings, performance activity metric tracking, and quarterly/annual performance reviews

  • Introduced EOS for leadership to develop a clear path to their long-term strategy plan and goals

Sales Strategy and Processes Provide Immediate Growth:
Manufacturing Case Study

The Big Win
​

20% quarter-over-quarter growth in the last two quarters, which puts the company on track for 65%+ year-over-year growth.

​

Executive Summary

​

An electrical manufacturing company, in business for ten years with ten employees, experienced a change in ownership in addition to the shock of COVID-19, exposing the negative impact of their lack of sales strategy and plan. They had been operating transaction-by transaction and realized that they needed an experienced sales leader to create a strategy and plan, as well as to put the infrastructure in place to grow revenue immediately and into the future.

​

Results
​

  • Reorganized each team to function more effectively

  • Defined their unique value proposition

  • Created a market strategy

  • Recruited, hired, and trained manufacturer’s agents in many territories

  • Increased demand generation

  • Recruited, hired, and onboarded two high level salespeople

  • Grew the pipeline by 5x in six months

  • Increased gross margin by 7%

Challenges
​

  • Needed to create a clear, unified direction

  • Lack of sales plan

  • No long-term business or sales strategy

  • Insufficient channel experience within the team

  • Not prepared for rapid growth

​

Solutions

​

  • Assessed the company strategy, employees, and processes

  • Created job descriptions

  • Defined sales territories

  • Scheduled weekly “pulse” call

  • Implemented bi-weekly one-on-one calls

  • Established a CRM process

  • Validated the product offering and pricing strategy

  • Hired a marketing firm to rebrand the company

  • Established sales enablement team

  • Scheduled weekly staff meetings for product and

  • business forecasting

  • Provided 8-week sales training

Ready to increase your revenue with sales?

Outsourcing your VP of Sales is a proven way to increase your business's revenue and to achieve your goals within your business. To see how we can help you, set up your complimentary consultation with our Founder and President, Chris Spafford. 

bottom of page