Higher company profitability and more sales in Overlap UX Studio

Challenge

Magdalena Białaczewska, the co-founder of Overlap Studio, faced a problem with underutilizing the team’s time. She aimed to increase sales, generate more leads, and improve the conversion rate from leads to signed contracts. The company needed to improve project profitability or increase the number of clients to break through the profitability threshold.

Solution

After analyzing the internal processes, we diagnosed that the root of the company’s issues lay in the lack of clear accountability for sales activities. These included poor lead qualification, delayed customer contact, lack of proper client communication (follow-ups), unstructured sales processes, lack of responsibility for closing sales, insufficient sales data collection for team performance analysis, and most importantly, no set sales goals or project profitability tracking.

Implementing a CRM system and organizing the sales and lead qualification process was necessary to enable proper analytics and make data-driven sales decisions rather than relying on assumptions and guesses.

To structure the work of the project and sales teams, we initiated recruitment for a Project Manager, a position previously non-existent in the organization. This role was crucial in streamlining the work of project teams and relieving the CEO from lower-level tasks, allowing her to fully focus on scaling strategy and sales.

Our data analysis in the now correctly set-up CRM revealed that the company needed to more fully utilize the potential of its existing clients, who could buy significantly more from them. Sales conversations needed to attempt cross-selling, upselling, or proactively generating referrals.

To address this, we developed a process for upselling and proactively generating referrals to increase lead numbers. We prepared a sales conversation script and selected lists of current and past clients. We also designed a process for obtaining referrals from selected clients.

By gathering data in the CRM, we also noticed that sales’ first response time was not fast enough for inbound leads and some referrals. Often, the first contact with a potential client happened only after several days. By freeing the co-founder from Project and Account Management duties, she took 100% responsibility for sales, handling everything from lead qualification to first contact and finalizing contracts.

To measure the effectiveness of other marketing activities, we configured Google Analytics, including conversion goals, remarketing lists, data views, and filters. We also integrated the account with different platforms and tools used in the company. We developed a marketing action plan to launch new lead acquisition channels, including launching Google Ads and outbound campaigns.

Results

Our collaboration with Overlap resulted in a remarkable business transformation. The number of leads doubled in the first month, demonstrating the potential for rapid growth. Analyzing past sales enabled better business decisions, leading to a 66% increase in project profitability. Measuring the sales cycle allowed for more effective management of sales reps’ time, increasing the entire team’s utilization by 30%. Filling the new Project Manager role gave the CEO more time for sales, and the company built a solid analytical foundation for future marketing and sales efforts. This successful transformation is a testament to the potential for growth and efficiency in any business.

Would you like to achieve similar results in your business? We’d love to have you as a client. Feel free to contact us at [email protected]