GROWTH IMPACTS
Company Overview
Bloom Financial offers clients access to capital via reverse mortgage solutions. With a focus on financial well-being, Bloom’s empathetic team provides personalized guidance, ensuring clients achieve financial stability.
Who we worked with:
Business Leaders Looking to Increase their bandwidth
Fractional Sales Leadership
Revenue Enablement Services
Leadership Coaching
Sales Playbook
Company Goals
Bloom Financial CEO Ben McCabe reached out to TeamRevenue for advice on his company’s sales strategy. Specifically, he wanted to use TeamRevenue’s revenue growth expertise to review and optimize the company’s current sales strategy and processes to help increase revenues and lay the foundation for a permanent VP of Sales.
Challenges & Observations
As we began our three-month engagement, we identified the following challenges
- Initially, sales had been a founder-supported initiative, but the multi-departmental responsibilities became too much to support sales effectively.
- Win rates had declined as there was no time for day-to-day sales-call coaching.
- KPIs and sales targets were not defined, resulting in a lack of accountability.
- Inconsistencies were present between direct sales and sales broker channels regarding sales organization design and lead flow.
- The Broker channel did not have a defined outbound sales motion.
- The sales incentive plan did not drive the desired lead conversion behavior.
Growth Impact & Outcomes
- Created a sales culture of accountability by establishing defined sales targets and providing ongoing sales support and review of sales KPIs.
- Improved specialization and efficiencies by restructuring the sales team by lead types.
- Drove a new performance culture by modifying the sales compensation and quotas structure to align with the company’s growth objectives.
- Improved the key inbound lead conversion rates by 37.5% in a matter of weeks.
- Supported and helped source Bloom Financial permanent VP of sales.
The Approach & Solutions
Step 1 - Diagnose
- Audit current sales organization, people, processes, tools, and systems.
- Provide feedback, observations, and recommendations to the executive team.
- Develop a three-month priorities plan and project timelines for achievement. The top four priorities identified were:
- interim sales leadership support
- sales process optimization
- sales organizational optimization
- sales compensation plan optimization
Step 2 - Interim Leadership
- Act in an interim sales leadership capacity with the sales team to implement the three-month priorities plan.
- Attend and review subsets of prospecting and qualifying sales calls, active sales cycles, and product reviews.
- Create and implement a sales management cadence framework to increase productivity and sales effectiveness, including:
- daily sales team huddles (focus and planning)
- focused sales prospecting/calling sprints
- weekly one-on-one meetings (coaching and sales activity reviews)
- weekly sales forecast reviews and pipeline reviews
- bi-weekly progress reports to founders
Step 3 - Sales Enablement
- Provide sales coaching and development support.
- Optimize the sales process and the associated governance framework to support it.
- Adjust the lead distribution to create a specialized sales department by lead type.
- Define sales metrics, KPIs, and sales targets.
- Create an outbound sales motion for the broker sales channel.
- Optimize the compensation plan:
- Create a sales culture of performance and over-achievement with monthly accelerators.
- Define targets and quotas to drive desired inbound conversation rates.
- Document and provide ongoing coaching and support as required to drive adoption.
“TeamRevenue was a transformative partnership for us. Thanks to their expertise in sales strategy and hands-on approach, we saw a significant increase in lead conversions within weeks. They also onboarded a top-tier VP of Sales, strengthening our sales leadership. I highly recommend TeamRevenue for sales optimization.”
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