FullFunnel Helps Client Scale and Close 1M of Revenue in 4 Months

The Company

Our client is a payment collection service that specializes in helping restoration contractors process their insurance invoices. Restoration contractors often struggle with communication and follow-up on invoices, which can lead to settling for less than they billed. Justifying your costs, equipment, and labor with the insurance adjuster can be an onerous process. This client works with insurance adjusters to ensure a fair outcome that gets the restorer paid quickly and fairly.

Compared to other competitors on the market, our client offers several advantages, including an easy sign-up process, accelerated cash flow to improve profitability, and providing more bandwidth for restoration contractors. With these benefits, this partner is a valuable and reliable solution for restoration contractors looking to get paid what they are owed in a timely and fair manner.

The Challenge

This company approached FullFunnel with the goal of scaling the business among restoration mitigation contractors throughout the United States and developing scalable processes for demand generation. Organic traffic and peer-to-peer had been a staple of this company’s revenue generation up to that point, but they needed to explore outbound prospecting to generate more demand. This lack of outbound sales activity, production, and expertise, encouraged the company stakeholders to seek a potential partnership with FullFunnel.

The Solution

The FullFunnel team started by building a robust playbook and step-by-step guide to interacting with target prospects, in addition to constructing a lead-to-close guide for the sales process.

Next, FullFunnel helped implement Hubspot for the client, including workflows to manage the backend of the CRM, lead scoring for prospects, and different dashboards to support funnel visibility. These dashboards started with building reports from the Customer Relationship Management (CRM) system and sales enablement tools to illustrate the purchasing patterns of their target customers. 

These dashboards were split between outbound sales, marketing, and all-inclusive demand generation views, to showcase the full scope of the company-wide demand generation efforts. 

The data clearly showed a unique opportunity to double down on the resources of the team to reach record sales numbers in the first four months of this engagement. To support this and future team growth,  the FullFunnel team built a robust playbook that would allow future teammates inside the sales function to ramp quickly and become contributing teammates immediately upon onboarding. This visibility and data analysis, combined with the flexibility of the staffing resources at FullFunnel allowed the client to close over $1M of projected revenue in a 4 month period. FullFunnel was able to confirm significant demand in the marketplace for the payment collections solution. 

Results

FullFunnel’s goal was to quickly prove expedited ramp timelines for the sales team and soon after set a new standard for monthly revenue generation as the company’s sights were set on scalability. 

BANT qualifications started with the inclusion of restoration contractors needing to complete at least 3 jobs per month. As the engagement continued, there was a pivot from 3 jobs per month to at least 10 jobs per month as these ACVs were drastically higher than the small operations. 

FullFunnel used proprietary calculators to determine the target cost per sales accepted lead for outbound calling, outbound emailing, and LinkedIn outreach. The target CPSAL based on this exercise was $665.80. As of April 30th, 2023, FullFunnel generated the following actual cost per sales accepted lead for both outbound calling and outbound emailing:

• Outbound Calling
• Target CPSAL = $665.80
• Actual Cost Per Sales Accepted Lead = $372.00
• Delta (Between the Target CPSAL & Actual CPSAL) = $239.80
• Target hours per SAL = 17
• Actual hours per SAL = 9
• Conversion rate = 13.33%
• Outbound Emailing
• Target CPSAL = $665.80
• Actual Cost Per Sales Accepted Lead = $158.67
• Delta (Between the Target CPSAL & Actual CPSAL) = $507.13
• Target hours per SAL = 17
• Actual hours per SAL = 4

FullFunnel consistently generated net new leads within the range of their target cost per SAL. This is a clear indicator of a program ready for scale as they have hit the threshold of repeatable and predictable demand generation at a cost per SAL that fosters a financially efficient demand generation program. This leads to more SALs per month and more leads funneled into the pipeline.

Since the beginning of 2023, this client saw 6 net new closed won deals come through the pipeline for a projected revenue number over $1M in closed won deals in the last four months of 2023. 

Working with both our fully dedicated business development representative and partially allocated consulting resources, Q1’ of 2023 resulted in a 8x ROI through the sales funnel. 

The FullFunnel team has created a scalable, efficient demand generation program primed to handle the high demand for this partner’s solution and continue to drive revenue growth.

The new pricing and packaging also supported the launch of the newly revamped Partner Program, as Partners could now easily demonstrate the pricing and ROI of the platform. In the short time since the Program launch, the organization has welcomed many new Partners into the Program, and has done so at a truly remarkable rate.