Context
Before this, Zenithe had no digital sales channel. The task was to create a revenue stream that did not exist, in a category nobody in the region was selling online.
Challenge
No benchmark, no template, and an internal commercial team who saw a digital channel as competition for their own commissions.
What I did
- Launched and managed the platform end to end
- Built the CRM architecture, reporting systems and sales dashboards that gave leadership pipeline visibility for the first time
- Designed segmentation and automation workflows
- Built lead scoring models to prioritise commercial follow-up
- Trained 15+ commercial agents on digital selling and CRM workflows, solving the internal resistance problem by making the channel a tool for them rather than a threat to them
Result
- 20% month-on-month lead growth
- Email engagement up 25% through segmentation and automation
- Reduced acquisition cost through lead scoring and improved sales efficiency
- Established a wholly new digital revenue channel for the company
What I’d tell you about it
The technical launch was the easy part. The channel only started producing when the agents stopped seeing it as a threat. If you are launching a digital channel into an existing sales force, budget as much time for internal adoption as for external.