20% Revenue Growth Through Sales and Customer Success Transformation

Company Overview

NetHunt is a Ukrainian CRM designed for sales and marketing teams, primarily targeting small businesses with teams of over 250 members. For six years, their main market was the United States, utilizing inbound marketing channels like SEO and content marketing. In 2022, NetHunt expanded into the Ukrainian market to establish a strong local presence.

Challenges Faced

•Inefficient Organizational Structure: The company lacked dedicated roles for managing the client lifecycle, leading to overlapping responsibilities and ineffective processes.

•Customer Success Challenges: The Customer Success function did not operate as a revenue-generating entity, lacking systematic processes, rituals, artifacts, upselling strategies, and a performance-based bonus system.

•Absence of Additional Revenue Streams: NetHunt relied primarily on inbound leads and had unsuccessful attempts at outbound sales.

Advising Objectives

•Optimize Organizational Structure: Redefine roles and responsibilities to eliminate overlaps and enhance efficiency.

•Enhance Inbound Sales: Improve the conversion rate from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs) and increase the win rate.

•Systematize Customer Success: Transform Customer Success into a revenue-generating function with structured processes and performance incentives.

•Launch Outbound Sales: Develop and implement an effective outbound sales strategy to diversify lead generation channels.

Advising Roadmap

1. Optimize Organizational Structure:

•Role Unbundling: Separate roles to focus on specific client lifecycle stages, ensuring clear responsibilities.

•Process Alignment: Align processes with industry standards to enhance efficiency.

2. Enhance Inbound Sales:

•Lead Filtering: Identify and focus on the most promising MQLs by defining ideal client profiles and creating a scoring system.

•Qualification Process: Implement a structured qualification process using the BANT methodology.

•Sales Workshops: Conduct workshops to establish best practices for each stage of the sales funnel.

3. Systematize Customer Success:

•Revenue-Focused Culture: Shift the Customer Success function to focus on revenue generation.

•Dedicated Managers: Assign specific clients to Customer Success Managers (CSMs) for personalized attention.

•Engagement Processes: Establish regular communication and identify opportunities within existing accounts.

•Performance Metrics: Track Net Retention Revenue (NRR) to measure success.

4. Launch Outbound Sales:

•Ideal Client Profile (ICP): Define and segment the target audience for outbound efforts.

•Market Research: Identify key pain points that NetHunt’s features can address.

•Unique Selling Points (USPs): Develop compelling USPs for outreach campaigns.

•Email Outreach: Create engaging email templates and set up automated flows using NetHunt CRM.

Results Achieved

•Annual Recurring Revenue (ARR): Increased by 20%.

•MQL to SQL Conversion Rate: Improved to 50%.

•Win Rate: Enhanced to 60%.

These outcomes were achieved through strategic organizational restructuring, optimized sales processes, and a revitalized approach to customer success and outbound sales.