0%
Renewal rate for expired certificates.
CLIENT CASE · CONVERT, THEN ATTRACT · DIGITAL CERTIFICATION
Renewal became a process, not a matter of chance: the rate rose from 48% to 64% as team turnover fell.
A digital certificate authority with 280 service locations and R$52 million in annual revenue had a large commercial team with constant replacement hiring and a coordinator role reopened twice a year. Conversion depended on who happened to be in the seat. In six months, Leverage Now turned expiring certificates into pipeline and standardized sales onboarding: monthly issuance grew 22%, and turnover was cut by more than half.
- Industry: Digital certification.
- Focus areas: Convert, then Attract.
- Engagement: Six months.
- Reference product: Leverage Unlock.
48% → 64% renewal rate for expired certificates
Evolução registrada em seis meses.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
25.8K → 31.5K
Certificates issued per month.
0%
Annual commercial-team turnover.
38 days → 12 days
Time to first sale for a new salesperson.
R$52K → R$74K
Monthly revenue per salesperson.
4 hours → 10 minutes
Remote lead first-response time.
0%
Remote lead-to-issuance conversion.
140 → 260
Active accountant partners.
0%
Issuances originating from accountants.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
The commercial coordinator role was posted in December and again in July; the team turned over between those searches. Closers, BDRs, SDRs, and renewal consultants joined and left throughout the year, each with a different way to approach customers, collect documents, and renew.
The challenge
Renewal should have been the easiest sale because expiry dates were known, yet fewer than half renewed with the company; the rest went to whichever competitor arrived first. Remote leads waited four hours for a response. Accountants—the main source of corporate certificate referrals—had no program or materials, while marketing coordination had been open since September.
The four methodology areas and five risks pointed to this priority sequence: Convert, then Attract.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. The service network had 40% idle validation capacity, and demand existed. The bottleneck was converting expirations and leads into issuance regardless of salesperson.
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Expirations as pipeline
Each certificate became a CRM opportunity 60 days before expiry, with WhatsApp and email touches at 60, 30, and 7 days and a link to schedule video validation. Renewal consultants received portfolios and targets.
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A process independent of the individual
We introduced one sales and document-collection script, a two-week onboarding program with internal certification, stage-level targets, and compensation partly deferred until day 90. The coordinator joined in month two to lead the completed playbook.
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Second wave: accountant partners
The partner program introduced transparent commission, a referral portal, co-branded materials, and a monthly webinar on tax obligations. The marketing coordinator joined with the program already designed.
What changed during the period.
Working from known expiration dates rather than waiting for customers drove renewal from 48% to 64% and generated most of the additional 5,700 monthly issuances. New salespeople closed their first deal in 12 days because they followed a script instead of shadowing a colleague, and annual turnover fell from 65% to 30%. With a stable team and coordinator in place, revenue per salesperson rose 42%. Accountant partners, supported by a program and materials, generated nearly one-third of issuances.
What changed in practice.
Antes
- Before
- Commercial coordination reopened twice a year; team turnover at 65%
- Renewal depended on customers remembering
- Every salesperson sold and collected documents differently
- Remote leads waited four hours
- Accountants referred without a program or materials
Depois
- After
- Coordinator leads an established playbook; turnover at 30%
- Expiry becomes an opportunity 60 days in advance with automated cadence
- One script, two-week onboarding, and stage-level targets
- Response in ten minutes and link-based scheduling
- 260 active accountants, referral portal, and transparent commission
Which of these opportunities fit your company?
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