Sales Enablement & Lead Generation as a Service

HENN was faced with the challenge of adapting its sales and marketing processes to the growing demands of a dynamic market and the expansion of its internal structures. The complexity of the existing structures and processes required a strategic realignment to take efficiency, collaboration and customer focus to a new level.

HENN's products have long sales cycles and require precise coordination across many phases. A lack of process automation was an additional obstacle. There was also a lack of systematic and data-driven lead qualification, which meant that the potential in the sales pipeline was not being fully exploited. In addition, there was a lack of collaboration between marketing and sales, making it difficult to jointly define objectives and generate leads. The company also lacked the tools and technology to make marketing and sales fit for the future.

The goal of the sales and marketing activities was to better understand the market environment and target customers, shorten the long and complex sales cycles, increase collaboration between marketing and sales, and introduce systematic lead qualification using data-driven approaches.

Our approach:

• Strategic foundation: Clear sales processes to efficiently identify and target customers.

• Targeted segmentation and targeting: Development of Ideal Customer Profiles (ICPs) and prioritisation of relevant accounts

• Automation and data integration: Implement tools and technologies to automate manual processes and optimise lead qualification.

• Sales campaigns and outreach: Creating personalised content and messaging that addresses individual needs

• Marketing support: Increased alignment between marketing and sales, establishing clear KPIs and common goals.

In close cooperation with HENN's account managers and sales managers, we implemented a tailor-made sales enablement program over a period of more than 5 months. Through regular coaching and training sessions, we optimised sales activities: from structured daily planning to best practices for social selling and LinkedIn to effective design of outbound sales emails.

A particular focus was on identifying signals of purchase intent and prioritising sales activities to target resources. We also saved valuable time through more efficient documentation processes in CRM.

We also supported the sales team with LinkedIn postings and content creation, and refined the use of Sales Navigator to identify relevant target accounts.

The result: greater clarity on value-adding activities, a measurable increase in efficiency and a sales team that is more focused on direct business impact.