0%
Deals closed by the CEO.
CLIENT CASE · CONVERT, THEN ATTRACT · SOFTWARE AND DATA SERVICES
Two verticals, one process: sales left the CEO's calendar before the heads arrived.
A software house with R$60 million in annual revenue and 190 employees was growing two verticals—software development and data—and hiring a commercial head for each. While those roles remained open, the CEO owned the pipeline. In six months, Leverage Now installed process, cadence, and forecasting before the hires arrived: quarterly new revenue grew 64%, while the CEO's share of closed deals fell from 55% to 20%.
- Industry: Technology, software and data services.
- Focus areas: Convert, then Attract.
- Engagement: Six months.
- Reference product: Leverage Unlock.
55% → 20% deals closed by the ceo
Evolução registrada em seis meses.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
2 days → 2 hours
First-response time for inbound leads.
0%
Opportunities with a next step in the CRM.
0%
Lead-to-meeting conversion.
0%
Proposal-to-close conversion.
96 days → 71 days
Sales cycle.
±40% → ±12%
Quarterly forecast error.
R$4.2M → R$6.9M
New revenue contracted per quarter.
0%
MQL-to-meeting conversion—marketing.
0 of 2 → 2 of 2
Commercial heads in role.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
BDRs and account executives joined without a playbook. The CEO and growth director ran large opportunities, approved proposals, and forecast from memory. The CRM held the opportunities, but 31% had no next step, inbound leads waited two days for a response, and proposals stalled whenever the approver was traveling.
The challenge
At the same time, four marketing openings—SEO, GEO, copy, and social—promised more content for a funnel that converted only 9% of MQLs into meetings.
The four methodology areas and five risks pointed to this priority sequence: Convert, then Attract. Prioritization considered potential impact, time to results, required effort, and cross-functional dependencies.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. Deliver squads operated at 88% allocation with room to grow, while Retain renewed 91% of contracts. The leak was in Convert, and dependence on the CEO exposed key-person risk.
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Process before people
We defined stages and exit criteria by vertical, made next steps mandatory, routed inbound leads automatically with a two-hour service level, and established a 45-minute weekly pipeline review led by the growth director.
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Playbook by vertical
We introduced four qualification questions—pain, budget, decision-maker, and timing—a discovery guide, proposal library, discount authority by level, and documented BDR-to-executive handoff. Forecasting used historical stage probabilities instead of intuition.
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Commercial heads and marketing
The two heads joined in months three and four to lead an existing process with targets by vertical. Marketing adopted a qualified-meeting target, while SEO and GEO content aligned with use cases that were already selling.
What changed during the period.
With next steps on almost every opportunity and clear approval authority, proposals stopped waiting for leadership and the sales cycle shortened by 25 days. Forecasting moved into the CRM with error held to 12%, and the CEO returned to strategic accounts only. The new heads inherited a measured process and a team already converting 34% of leads into meetings. Marketing doubled MQL-to-meeting conversion before adding another hire.
What changed in practice.
Antes
- Before
- Both verticals' pipelines sat with the CEO; forecasting came from memory
- 31% of opportunities had no next step; inbound response took two days
- Proposals and discounts depended on whoever was traveling
- Commercial head roles vacant; BDRs and executives had no playbook
- Marketing optimized for content volume
Depois
- After
- Process by vertical, weekly review, and stage-based forecasting
- Mandatory next steps and response within two hours
- Proposal library and approval authority by level
- Heads hired to lead an established playbook and vertical targets
- Marketing accountable for qualified meetings by vertical
Which of these opportunities fit your company?
Leverage Now reviews your business context, sets priorities, and outlines next steps.