0%
Visit-to-activation conversion.
CLIENT CASE · CONVERT · PAYMENTS
Eight representatives, seven markets, one playbook: monthly activations per representative rose from 6 to 15.
A payment institution with 35 employees, 4,200 active merchants, and R$12 million in annual fee revenue expanded into seven markets and hired eight field representatives before appointing a regional coordinator. Conversion varied fourfold between the strongest and weakest city. In six months, Leverage Now brought CRM, a playbook, and structured ramp-up to the field. Monthly revenue grew 55%, and cost per activated merchant fell 44%.
- Industry: Fintech, payments.
- Focus areas: Convert.
- Engagement: Six months.
- Reference product: Leverage Unlock.
9% → 17% visit-to-activation conversion
Evolução registrada em seis meses.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
4.0x → 1.6x
Conversion gap between the strongest and weakest market.
45 days → 14 days
Time to first activation for a new representative.
6 → 15
Activations per representative per month.
60 → 180
Merchants activated per month—company-wide.
0%
Activated merchants with no transaction after 60 days.
0%
Visits recorded in the CRM.
R$1,400 → R$780
CAC per active merchant.
R$95M → R$160M
Monthly total payment volume—TPV.
R$1.00M → R$1.55M
Monthly revenue.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
In September, the company was searching for one commercial coordinator across five states; by October, eight representatives had been hired across seven capitals. Each brought a different method, with no approach script, fixed rate card, or management cadence. No one could explain why one market converted four times better than another.
The challenge
The internal team used the CRM, but field visits stayed in notebooks, so leadership saw only month-end results. Thirty percent of activated merchants had no transaction after 60 days, indicating poor qualification. With a new regional payroll, expansion costs grew faster than revenue.
The four methodology areas and five risks pointed to Convert as the priority.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. Deliver activated merchants within 24 hours and the platform was stable; churn was low among merchants that transacted. The leak was between visit and activation, then activation and use.
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Field activity in the CRM
A mobile CRM app recorded visit check-ins and a merchant pipeline—visited, proposal, activated, transacting—with daily reporting by market and representative.
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Field-sales playbook
We defined merchant profiles by market, a three-minute opening script, rate authority, sales materials, qualification to prevent inactive accounts, and weekly targets for visits, proposals, and activations. The headquarters sales head ran a daily 15-minute interim cadence until the regional coordinator joined in month three.
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Ramp-up and expansion
A 30-day certification and field-coaching path accelerated new representatives. Commission shifted from activation to transacting merchants, and the ninth and tenth representatives were assigned to the best-converting markets.
What changed during the period.
Once visits were visible in the CRM, leadership identified within two weeks what separated markets: the script and customer profile, not geography. Standardizing both brought the weakest market closer to the strongest and nearly doubled average conversion. Paying commission on transacting merchants more than halved inactive activations, while CAC per active merchant fell from R$1,400 to R$780. The regional coordinator inherited a productive team averaging 15 activations per representative per month, and expansion began funding itself.
What changed in practice.
Antes
- Before
- Representatives entered the field before a coordinator, each with a different method
- Visits stayed in notebooks; results appeared only at month-end
- Conversion varied fourfold between markets
- 30% of activations had no transaction after 60 days
- Regional expansion consumed cash
Depois
- After
- One playbook, interim coordination, and coordinator hired to lead it
- CRM check-ins and daily reporting by market and representative
- 1.6x gap after standardizing script and customer profile
- 12%, with commission paid on usage
- Expansion funded by revenue from the new markets
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