- Constraint
- marketing and sales could not convert cold demand
- Move
- rebuilt distribution, conversion and the sales process
$0→$836k/moin marketing-attributed revenue
Outlier result not a typical outcome
Restaurant-management consultants with a $150k/mo baseline from recurring and referrals. But their marketing was completely broken and the sales team was badly underperforming. $23k LTV, $5k/month across 2 agencies, no results.
Tap to open the full caseClose case›The sequence of constraints
Across 18 months there was no single magic intervention. There were three constraints solved in order, and each one only surfaced once the previous one was out of the way.
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Phase 01 M1 – M3 The base
ConstraintThere was no base. ICP, offer and positioning undefined, no SLA between marketing and sales, and a sales team with no process.
What the diagnosis found 10 days
Business- The maximum CAC they could afford had never been calculated
- Two possible ICPs, neither one chosen
- Offer and copy far too broad
- Low trust and weak positioning
Marketing- Campaign structure with no volume testing, no real winners
- No SLA on what is and isn't a qualified lead
Sales- 2h15 to respond to a lead
- No process: no first message, no sequence
- Follow-ups with no intent
- A messy, out-of-date CRM
The decisionIt was the obvious moment for creatives, landing pages and campaign optimization. We chose to build the base first.
What we built 15 days
Marketing- A defined ICP and an irresistible offer
- Positioning and communication
- A mapped customer journey
- An SLA on MQLs
- A new ad structure, tested and validated
- 25 new creatives, 10 of them video
- 2 A/B-tested landing pages
- A nurturing process and organic presence
Sales- A simplified CRM process
- A step-by-step visual journey
- Scripts for first message, follow-up, pre-call and proposal
- The team split into SDRs and closers
- Training on how to sell to cold leads
Phase resultIn November, 30% more leads and the MQL rate measured for the first time: 65%. December barely ran, on holidays. And $0 in new sales across the three months.
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Phase 02 M4 – M14 Validation
ConstraintWith the base standing, the bottleneck moved to the efficiency of the sales process.
What we did
Sales restructure- Discovery and nurturing
- Pre-call and follow-up
- Team and process
Centralized data- Clear KPIs in one place
- Every test result became readable
- Fast decisions, fast execution
Phase result$63k → $263k → $430k/mo.
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Phase 03 M15 – M18 Control
ConstraintGrowth already worked. What was missing was knowing exactly what was driving it and what was holding it back.
What we did
A control system- Deep data by channel and by stage
- Alerts when something drifted off
Speed- Volume testing with fast decisions
- Documented SOPs and systems
Phase result$430k → $836k/mo in 4 months, at a stable CAC.
The next constraintWe could have gone further. But the constraint had stopped being marketing: it became sales team capacity, at a moment when their leadership was on the way out. That one wasn't ours to solve.
The result
At a stable CAC, ~$83k/month invested.
- 25 creative angles
- 10 on video
- 35 A/B-tested landing pages
