Sales + Marketing Partnership for Subscription Technology Provider

Technology Provider Client with a Subscription Model

Challenge

Demand was there, but there was no sales team to catch it. Leads came in through the website, phone and word of mouth, and nobody owned the follow-up.

Strategy

Fungi rebuilt paid search and social around new customer signups. We introduced Performance CXO to build and train a sales team from scratch. Both sides ran off one weekly scorecard.

Outcome

New customers grew from roughly 100 a month to nearly 200 a month in about four months, with Google Ads leads up more than 4x.

Leads nearly tripled while new customers reached about 200 a month

Monthly pace from the weekly scorecard, May to September

* Partial month (two weeks of data), scaled to a monthly pace. Revenue is shown as an index (May = 100).

PROBLEM

Background: A regional technology provider with a monthly subscription model serves both residential and business customers. Much of its growth came from word of mouth, yard signs and brand awareness advertising. Until May, the company had no one dedicated to sales. Inbound calls and web inquiries were handled when someone had time.

The Challenge: Leadership set a goal of 200 new customer signups per month, about double their pace at the time. Marketing alone couldn’t close that gap. More leads would just mean more unanswered calls unless someone was there to work them, and nobody was tracking where signups actually came from.

SOLUTION

Fungi handled the marketing side and brought in our partners at Performance CXO for the sales side. The two firms worked from the same numbers every week.

Marketing (Fungi): We shifted the budget from broad brand awareness to campaigns built around one goal: new signups.

Google Ads focused on owning search for anyone in the service area looking for a provider, alongside local and national competitors
Social ads retargeting all website visitors, plus proactive targeting in areas where service was available
A dedicated campaign for the business segment, split out from residential lead gen
A referral program to formalize the word of mouth that was already driving signups
Lead source tracking across ads, social, referrals, signage, direct mail and direct traffic

Sales (Performance CXO): Fungi introduced Ryan Bowles of Performance CXO to the client’s leadership. With no sales function in place, Ryan stepped in to build one.

Trained the new sales team on inbound call handling and follow-up
Set call activity targets and a daily and weekly sales rhythm
Tracked call attempts, initial sales calls and calls per signup so the team could see what effort it took to close

One Scorecard, Two Teams: Every week, marketing, sales and leadership reviewed a single scorecard. It covered leads by source, campaign performance, inbound call volume, sales activity and new customers against target. When a campaign drove more calls, sales knew about it before the phones rang.

RESULTS

In about four months, the company went from no sales team to nearly 200 new customers a month.

New customers grew from roughly 100 a month to nearly 200 a month (191 in July, 220 across the five weeks of August)
Google Ads leads up 4.4x, from about 30 a week to more than 130 a week
Inbound calls up 42%, averaging nearly 700 a week
Sales call attempts up 2.4x, beating the weekly activity target in 9 of the last 10 weeks
New monthly recurring revenue sold per week up 42%
Direct website traffic leads up 2.5x as search and social built familiarity

The lesson: more leads only matter if someone is ready to work them. Marketing filled the pipeline, sales built the habit of working it, and the weekly scorecard kept both honest.