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Decoration
Case Study

A Groundwater Treatment Systems Manufacturer increased win rate 185%

A vertically integrated manufacturer of groundwater treatment systems faced accelerating regulatory tailwinds and a lacked clear expansion thesis. To capture demand across public sector and commercial buyers, leadership needed a repeatable sales system that could scale capacity and shorten time-to-productivity.

  • Revenue Operations
  • Sales
  • Marketing

Company’s Challenge
Market opportunity outpaced execution because the sales motion relied on tribal knowledge, limited RevOps capacity, and a CRM that could not support forecasting or consistent coaching.

  • New-rep ramp averaged 16 months, limiting growth capacity.
  • No documented sales process existed to onboard and train new hires.
  • CRM stages did not mirror the buyer journey, reducing forecast accuracy.
  • Reporting and dashboards were insufficient to manage pipeline health and conversion.

Cortado Group Results

  • Bookings increased 60%, climbing from $50M to $83M in one year.
  • Win rate rose from 20% to 37% after adopting the playbook and stage discipline.
  • Pipeline expanded, reaching $600M in budget-stage opportunities.
  • Onboarding time dropped from 18 months to 12 months, reducing ramp time 33%.

Cortado Group Solution Strategies

Assess & Align

Mapped the current motion, deal flow, and bottlenecks to define the target operating model.

Define Buyer Journey

Documented personas and stage-by-stage buyer actions tied to exit criteria.

Codify Sales Process

Built a structured, stage-gated process with clear handoffs and coaching triggers.

Build the Execution Engine

Converted strategy into seller-ready tools (rate cards, deal guidance, exception logic, talking points).

Build Playbooks

Created role-based plays, talk tracks, and discovery guides to drive consistent execution.​

Streamline Onboarding

Delivered a modular onboarding and certification program to speed ramp and standardize training.

Rebuild CRM Hygiene

Reconfigured stages, required fields, and definitions so the CRM reflected reality and supported forecasting.

Automate Workflows

Implemented routing, task automation, and deal workflows to reduce manual work and prevent leakage.

Real-Time Insights

Launched dashboards for pipeline coverage, conversion, cycle time, and rep activity to drive weekly operating cadence.

Ensure Continuity

Trained leaders and transferred tools, templates, and governance so adoption held after rollout.

Solutions Provided

  • Sales Process
  • Playbooks
  • Enablement
  • RevOps
  • CRM
  • Fractional RevOps Support
  • Training

Key Insight

By codifying process, enablement, and CRM workflows, the company grew bookings 60%, lifted win rate 185%, and cut ramp time 33%.

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