Numbers rarely tell the whole story, but they can signal where the narrative is falling apart. This is what a small-to-mid-sized business (SMB) in the service industry was discovering. For months, their sales numbers had been declining, but no one could pinpoint why. Their leadership team tried a few quick fixes, but nothing seemed to make a real impact. That’s when they brought in a Fractional VP of Sales and Revenue Operations Advisor, an expert at turning struggling businesses around.
As soon as the advisor stepped in, he echoed the words of Kathi Laughman: “Numbers are never just numbers. There is always a story behind them.” The only way to change the sales trajectory, he explained, was to rewrite the story driving those numbers. This began with the integration of Sales Xceleration’s Certified Sales Operations Management System™, a proven framework that focuses on four key pillars: Strategy, Methodology, Analysis, and Organization.
Strategy: Defining a New Direction
The first thing the advisor noticed was that the company had no clear sales strategy. Their approach was reactive, chasing opportunities instead of creating them. The leadership team lacked a unified vision for where they wanted the business to go.
The advisor worked with the leadership team to redefine their strategy. They analyzed the Ideal Customer Profile (ICP) and repositioned the company to target more profitable clients. They also revamped the company’s go-to-market strategy, shifting from a product-driven to a solution-driven approach. The advisor emphasized the importance of aligning the sales strategy with the company's broader business goals, ensuring that every sales effort contributed to sustainable growth.
What changed: The company’s sales focus shifted from chasing smaller, low-margin clients to pursuing larger, high-margin opportunities within their niche market. This was a strategic pivot that allowed the team to focus on fewer, but more impactful, opportunities.
The result: The company saw a 25% increase in average deal size within six months, with a higher win rate and fewer resources wasted on unqualified leads.
Methodology: Implementing Consistent Sales Processes
Next, the advisor turned to the company’s sales methodology, or lack thereof. The team had no standardized sales process, which led to inconsistent results. Every salesperson was essentially operating on their own, with no unified approach to lead qualification, prospecting, or closing.
To address this, the advisor introduced Sales Xceleration’s proven sales methodology. They worked with the sales team to develop a clear, repeatable sales process, from initial contact to closing the deal. This methodology included defined stages, clear milestones, and criteria for moving opportunities through the pipeline. The advisor also implemented regular training sessions to ensure the sales team could execute the new process consistently.
What changed: The sales team now followed a structured sales process, with consistent actions at every stage of the sales cycle. A new CRM system was also introduced to help track progress and ensure accountability.
The result: The company experienced a 40% reduction in the average sales cycle length and saw a significant improvement in deal predictability, which allowed them to more accurately forecast revenue.
Analysis: Leveraging Data for Insights
For years, the company had been collecting sales data, but they weren’t using it to their advantage. Reports were scattered, and no one was analyzing the numbers to understand where deals were falling apart or what was driving success.
The advisor introduced a culture of data-driven decision-making. They established key performance indicators (KPIs) for every stage of the sales process and built dashboards that allowed the leadership team to monitor real-time progress. Sales team performance, pipeline health, and win/loss analysis became the cornerstone of their weekly meetings.
What changed: The team moved from gut-feeling decisions to data-backed strategies. They were now able to track which segments were most profitable, where leads were dropping off, and which sales reps needed coaching.
The result: With this data-driven approach, the company was able to increase sales forecasting accuracy by 50%, giving the leadership team more control over revenue planning and resource allocation.
Organization: Building a Sales-Driven Culture
Lastly, the advisor noticed that the sales organization lacked clear roles and alignment with the company’s overall objectives. Sales reps were unclear about their targets, and communication between the sales, marketing, and operations teams was disjointed.
To address this, the advisor reorganized the sales team structure and clarified roles and responsibilities. They aligned marketing and operations with sales goals, ensuring that all departments were working toward the same objectives. A system of accountability was introduced, where each team member had measurable goals tied to the company’s strategic vision. Regular cross-functional meetings were established to foster communication and collaboration across departments.
What changed: The sales team was reorganized into clear roles with defined responsibilities and aligned with marketing and operations through shared KPIs. Communication improved across the board, and teams worked together rather than in silos.
The result: The company experienced a 30% increase in cross-functional collaboration, leading to more cohesive campaigns and smoother project execution. Employee engagement also rose, creating a stronger, more unified sales culture.
Conclusion: The New Story Behind the Numbers
By focusing on Strategy, Methodology, Analysis, and Organization, the Fractional VP of Sales and Revenue Operations Advisor helped this SMB change its story. No longer was the company stuck in reactive mode, chasing numbers without understanding the “why” behind them. Instead, they rewrote their narrative—one grounded in clear strategy, consistent processes, data-driven decisions, and a collaborative culture. As a result, the numbers followed suit, with increased revenue, faster sales cycles, and a more engaged, motivated team.
This transformation was not just about changing numbers. It was about rewriting the story that created those numbers. And as the company learned, that’s where true growth begins.
At Tidewater Solutions Group, LLC, powered by Sales Xceleration®, we specialize in helping businesses like yours navigate these challenges. Whether you need short-term support to close out the year or long-term strategies to drive revenue and empower your team, we’re here to help.
Let’s connect and discuss how we can partner to ensure your business has a story that is changing the numbers in a positive way.
Shawn Dunahue
Fractional Revenue Operations Advisor & VP of Sales
Tidewater Solutions Group, LLC
Email: sdunahue@tidewatersg.com
Tel: 941-320-2131
Feel free to reach out to learn more about how we can support your sales strategy, execution, and team empowerment for continued success.
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