New processes so GLOBO's sales team could actually scale

The Company

GLOBO is a private equity-backed language interpretation services company generating over $30 million in annual recurring revenue, offering on-demand language services across industries. The company supports over 430 languages with an average connect time under 10 seconds, versus an industry average of around 90 seconds. Over 80% of its revenue comes from healthcare, where 100% accuracy is required for proper diagnosis and treatment — a bar competitors in lower-accuracy markets don't have to clear.

The Challenge

GLOBO had a Director of Sales and three Account Executives but lacked a BDR layer to fill the top of the funnel. Marketing generated demand through digital channels but worked leads separately from sales, who sourced their own leads and set their own meetings. This produced no closed-loop feedback on leads, no warm inbound for AEs, and a 25% demo utilization rate — financially unproductive and inefficient. FullFunnel's audit found the CRM lacked real pipeline, forecasting, or activity tracking, and AEs were each working their own process with no historical sales data to show for it.

The Approach

FullFunnel conducted a comprehensive audit and discovery process to understand GLOBO's metrics, team composition, strategy, and historical results before touching anything.

FullFunnel hired three BDRs to work with the sales team on two objectives: setting qualified meetings and mapping RFP processes for targeted healthcare accounts, freeing AEs to focus on closing rather than prospecting.

More than a dozen CRM process changes: clear activity-tracking processes, call recording and automated dialing, leads separated from qualified contacts and opportunities, a CRM process document, and custom fields plus dashboards to track RFP data.

FullFunnel mapped existing AE processes with management, identified 15 necessary changes, and rolled them out systematically over two months with KPI monitoring for compliance.

A Sales Training Diagnostic graded reps on recorded calls against core sales skills, informing custom group training for SDRs and AEs, continued weekly to reinforce the new processes.