They were closing 12% of deals. They did not know why.
B2B services company · Lombardy · €14M revenue · 34 people · sales pipeline managed entirely from memory.
Three sales reps. A solid product. Zero visibility on what happened between first contact and signature.
The pipeline existed only in the senior manager's head. Follow-ups depended on that person's memory. Deals sat still for days — and nobody knew.
Average time between sending a proposal and next contact: 11 days. In a reactive market, 11 days of silence often means a lost deal.
We made visible what was invisible.
Week one: observation. Meetings, materials, conversations with the team. No proposals before understanding.
MARF pipeline management with clear stages and progression criteria. Three-question qualification for every new opportunity. Automated alerts for overdue follow-ups. Dashboard for the sales director — auto-updated every morning at 7:30.
Pipeline moved from 47 declared opportunities to 31 real ones. Less noise, more clarity. In the first two weeks after alerts went live, the team re-contacted 14 stalled deals. Three closed within two weeks.
Six months.
I used to spend every Monday morning figuring out where we stood. Now I already know Sunday night, and Monday morning is for actual work.
Three ways to arrive to the call even more prepared.
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