20% more leads and 10% sales growth – MTA Digital case study

MTA Digital is a 30-person performance marketing agency from Poznań, Poland. It specializes in paid campaigns on the Google advertising network, Facebook Ads, Web Analytics and SEO support. MTA operates in a business model where the specialists are responsible for both implementing the customers’ campaigns and dealing with leads.

Challenge

Due to the lack of a structured sales process, the MTA founders:

• had the impression that leads were lost in the process,
• thought that potential customers were waiting a long time for a quotation,
• felt that they weren’t supporting the sales specialists sufficiently, and best practices weren’t spreading across the organization as quickly as they should.

Creating and implementing quality standards of the conducted sales depending on the lead’s potential and adjusting the new system to MTA’s business model were the greatest challenges within our cooperation.

Solution

The first step towards completing those challenges was implementing a sales management system. Given the size of MTA’s sales department and the monthly number of RfQs, we suggested a specific tool and developed a unified manner of its use for all employees.

As part of the second step, we conducted a sales proposal audit. We made sure that it covered all data relevant to the customers while being understandable and clear. At the same time, we eliminated the information which was of relatively little significance but considerably prolonged the proposal creation time.

We also conducted mystery shopping test which verified the salespeople’s real-life work. We identified areas for improvement within direct lead management which means the time and manner of response to RfQs as well as the process of business negotiations with a potential customer.

Results

Introducing CRM and standardizing the sales process made the lead management process properly controllable while all RfQs were responded to and contact was made quickly – which is particularly difficult when leads are managed by specialists who also work on conducting campaigns.

Thanks to the mystery shopping audit, we managed to find out who had trouble with the implementation of best practices and support the part of the team which needed extra attention.

Auditing the sales proposal helped shorten the proposal creation time and made the PDFs more attractive.

These factors directly affected sales metrics: