0%
Contracts closed by the founders.
CLIENT CASE · CONVERT, THEN RETAIN · EVENTS
Sales moved beyond the founders: class contracts grew 50% in six months, with average discounts down 43%.
A graduation, corporate events, and exhibition company with R$48 million in annual revenue and operations in two state capitals had searched for a commercial director for ten months. Meanwhile, the founders presented, negotiated, and signed 70% of contracts. In six months, Leverage Now moved sales off the founders' calendars with one pipeline, a playbook, and clear authority levels: 36 graduating-class contracts were signed, compared with 24, at an average discount of 8%.
- Industry: Events, graduations and corporate events.
- Focus areas: Convert, then Retain.
- Engagement: Six months.
- Reference product: Leverage Unlock.
70% → 25% contracts closed by the founders
Evolução registrada em seis meses.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
0%
Graduating classes recorded in the CRM pipeline.
0%
Presentation-to-contract conversion.
0%
Average discount.
74 days → 46 days
Cycle from presentation to signature.
24 → 36
Graduating-class contracts signed in six months.
R$14.4M → R$22.7M
Contracted value in six months.
0%
New classes originating from committee referrals.
45 → 68
Post-event committee NPS.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
BDRs, consultants, and executives prospected graduation committees, but the founders still presented proposals, negotiated discounts, and signed contracts in both cities. Their calendars capped growth.
The challenge
Each consultant kept classes in a separate spreadsheet; the CRM contained only 40% of pipeline. Without a cadence, committees that stopped responding went weeks without follow-up. Without authority levels, discounts became the default argument under meeting pressure. The marketing manager role was also vacant, and the CS team accompanying classes through the event had no referral target.
The four methodology areas and five risks pointed to this priority sequence: Convert, then Retain.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. Event operations had capacity for 70 classes per year against 55 sold, and the addressable base exceeded 900 classes. The bottleneck was converting presentations into contracts.
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One pipeline
Every class entered the CRM through mapped, contacted, presentation, proposal, negotiation, and signature stages, with a mandatory next step, six-touch post-presentation cadence, and weekly review by city.
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Sales playbook
We created a three-package committee presentation, CRM-generated proposals, discount authority by level—consultant up to 5%, coordinator up to 10%, founder above that—and margin-linked commissions. Founders joined only classes above 200 students. The commercial director joined in month four.
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Second wave: structured referrals
Post-event satisfaction surveys triggered a referral request to other courses, a benefit for referring classes, and a corporate-event offer to event sponsors.
What changed during the period.
Full pipeline visibility and a post-presentation cadence raised conversion by ten points and shortened the cycle by nearly a month. Discount authority reduced habitual concessions, and 36 contracts generated 58% more value than the previous 24. The commercial director inherited a team already closing without the founders. In the second wave, committee referrals grew from an incidental source to one-third of new classes.
What changed in practice.
Antes
- Before
- Founders presented, negotiated, and signed 70% of contracts
- Classes lived in each consultant's spreadsheet
- 14% discounts decided under meeting pressure
- Commercial director role vacant for ten months
- Committee referrals happened by chance
Depois
- After
- Founders join only classes above 200 students; 25% of contracts
- One CRM pipeline with cadence and review by city
- Authority by level and commission tied to margin
- Director hired to lead an established playbook and pipeline
- Post-event survey, referral request, and benefit
Which of these opportunities fit your company?
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