Higher revenue through better sales processes

Start of the Collaboration

Initially, IVN worked with two consultants from Casbeg—one for sales and one for marketing. After an initial period, it became clear that sales were the priority, deserving the full attention of both the business owners and the consultant.

Casbeg recommended hiring a dedicated salesperson, which the client did by permanently bringing Monika into the team.

From that point, the Casbeg consultant began working closely with Monika on sales-related matters.

Organizing the Sales Funnel

The first task was to organize the sales funnel. The client was using the CRM system Pipedrive, but it needed improvement.

The consultant advised and supported the team in developing specific funnel stages. Then, they developed and implemented an appropriate email process. As a result, the client received the correct, automated email responses depending on the particular stage in the sales process.

The next step was determining which employees should participate in the sales process and have access to the CRM system.

The consultant continued supporting the client with management issues, such as making decisions between custom and template-based solutions.

Under the consultant’s guidance, Monika diligently updated the CRM system with:

• Sold projects,
• Projects that had the potential to be sold,
• Projects that were not successfully sold,
• Synchronous payments,
• Dashboards,
• Invoices.

The organized CRM allowed for better data management and analysis.

Developing and Organizing Up-Selling and Cross-Selling Processes

Casbeg proposed implementing cross-selling and up-selling processes to increase sales revenue, which proved a successful idea that generated significant profits.

The consultant and Monika developed the entire process from scratch:

• They created dedicated offers and pricing tailored to specific clients.
• They defined the scope of actions between up-selling and cross-selling (e.g., Pinterest offers, SSL certificates, print brokerage services).
• They launched a campaign to activate existing clients with new services (e.g., implementing GA4) through newsletters.
• They also optimized the upselling process for existing clients, reducing the waiting time for offers and contacts and creating dedicated offers.

Thanks to these cross-selling and up-selling activities, CRM revenue has increased noticeably since September 2022, with a conversion rate averaging 14%.

Administrative and HR Support

The consultant also supported internal matters within the company, particularly administrative and HR. Specifically:

• Redesigning contracts to allow for price increases during the collaboration and through up-selling.
• Establishing employee vacation policies.
• Developing and implementing an exit interview process for employees.

Additionally, the client’s team received some templates from Casbeg, including templates for reports in Google Data Studio and SEO activities.

Ad Hoc Consulting

In addition to working on long-term goals, the consultant provided the client with support for ad hoc tasks. Examples include:

• Assistance in creating materials for sales communication for IVN clients.
• Ad hoc consultations on SEO.
• Temporary help from a specialist is needed to improve BRW’s campaign results.
• Consultations on selling WordPress-based templates as a more affordable option for IVN clients (including competitor analysis, scope of services, and pricing).
• Support in starting paid marketing activities.

One of the consultant’s significant tasks was implementingthe consultant carried out was implementing a customer feedback system: the NPS (Net Promoter Score) survey.

Goals for Future Collaboration

The goals that the Casbeg consultant will help achieve shortly include:

• Improving the IVN profile on Clutch and helping gather client reviews.
• Starting outbound go to market motion.
• Introducing a marketing competency framework will enable hiring a marketing team capable of handling large-scale 360° projects.

The collaboration demonstrates that cooperation yields results and the consulting services provide real value to the client.