Fixing a bloated 30-person sales org selling a low-ACV product

The Company

Next Glass, a private-equity funded company, is positioned as the worldwide leader in bevtech, with yearly repeat recurring revenue exceeding $30 million. Leading their efforts is Untappd, a consumer app letting users check into restaurants, bars, and taprooms to track their beer consumption and share their experience through a social, gamified interface. Untappd for Business offers venues a paid subscription to become a verified location, publish menus, and drive foot traffic among Untappd's millions of users.

The Challenge

Untappd had amassed over 700,000 "sellable" accounts through its high volume of check-ins, but only 18,000 businesses were verified locations. After an unsuccessful Product-Led Growth attempt, the client shifted to an enterprise sales process with 16 SDRs, 11 AEs, 2 Sales Managers, and 1 VP of Sales. Even with this increased investment, the outbound sales program remained stagnant, financially inefficient, and not delivering the net growth needed. FullFunnel's audit found a bloated team, a high-touch process without structure, no uniform lead-assignment method, and demos with only a ~50% show-up rate.

The Approach

FullFunnel conducted an audit and discovery process to understand Untappd's metrics, team composition, strategy, and historical results before prescribing fixes.

Identified the strongest top half of the team and rolled out a short-term staff reduction, setting productivity metrics and forecasted outputs to rescale the team responsibly in the future.

Ran a statistical analysis on closed-won accounts to identify patterns, then implemented lead scoring and custom CRM fields to prioritize the 700,000+ leads and assign high-priority accounts to reps.

Built reports and dashboards to track KPIs, uncovering that SDRs weren't doing nearly enough day-to-day activity — new processes and activity metrics lifted activity by ~20% and demo show rates to ~70% within two months.

Ran a Sales Training Diagnostic across the team — grading recorded calls and 1:1 skill assessments — then rolled out custom group training for SDRs and AEs, continuing weekly to reinforce the learnings.