Preparing for an Investment Round

The situation

A medium-sized food manufacturing company specializing in premium organic snacks was facing a major turning point. The company had built healthy sales, but was struggling with a fragmented marketing and sales process. Leads were not being followed up consistently, marketing campaigns were running without a clear strategy, and internal systems were not working together optimally. Despite a quality product, this was hindering growth opportunities in an expanding market.

The challenge

The company faced the challenge of taking a significant investment step, but realized that fundamental marketing and sales processes needed to be improved first. They needed:

• An integrated approach to marketing and sales
• Better systems for lead tracking and customer relationship management
• A strategic framework for growth
• More efficient work processes that could deliver measurable results

Our approach

1. Intake & Audit.

CNIP conducted a thorough audit of all processes:

• Sales funnel analysis: We identified that a large proportion of leads were not being followed up adequately.
• Evaluation of marketing campaigns: We found that campaigns were being run ad hoc without consistent metrics.
• System Vetting: We identified the fragmented software environment leading to inefficiencies.
• Team analysis: We evaluated the competencies and practices of the marketing and sales team.

2. Structure & Implementation.

Based on the audit, CNIP implemented targeted solutions:

• HubSpot implementation: We set up an integrated CRM system that connected marketing, sales and customer service
• Structured sales process: We developed a clear roadmap for lead follow-up with clear responsibilities.
• Content strategy: We created a content calendar that aligned with the customer journey
• Automation: We implemented workflow automation for lead nurturing and customer communications
• KPI framework: We developed a dashboard with relevant metrics for decision making

3. Follow-up & Growth.

CNIP remained hands-on involved in the implementation:

• Training: We provided intensive training for the team in the new systems and processes
• Coaching: Weekly sessions with sales staff to improve skills
• Optimization: Continuous refinement of workflows based on data analysis
• Strategic guidance: Monthly strategy sessions with management for growth monitoring

The result

By bringing the right tools, techniques and people together, the company achieved impressive results:

• Significant increase in conversion of leads to customers
• Improved customer retention through better follow-up and relationship management
• Significant time savings in administrative tasks through automated workflows
• Noticeable improvement in lead response time and customer satisfaction
• Substantial revenue growth within the first year of implementation

With these improved fundamentals, the company was then able to take a thoughtful investment step for production expansion, with a solid financing plan that was approved by banks thanks to demonstrated process efficiency and growth rates.

The manufacturing company now has a scalable marketing machine and an efficient sales process that supports further expansion into international markets, with clear metrics and strategic direction.