€69,000 In Revenue In 45 Days, At A 1:20 Return
Martin from SUNGO’s financial department on why previous agencies failed and what changed.
Solar energy: consultation, supply and installation.
A team of 30 professionals, including a multi-person sales team.
More than five years in business, actively working to take a larger share of the local market.
A sales cycle that ran 10-11 months, and a history of marketing partners who never delivered a sustainable creative engine.
Solar is a long-consideration purchase, so slow cycles get accepted as normal. They aren’t. Most of that delay is created upstream, in how the buyer is educated before they ever speak to a salesperson.
The single most expensive number in the business. Every month of delay is working capital, salesperson time and pipeline risk on a deal that may still die.
“We have had some rough patches with other marketing consultants and agencies that haven’t really delivered fully on what we actually needed.”
“They were quite late with the tasks, had a lot of problems with delayed ad placement because jobs were not done in a timely manner.” A campaign that ships late is a campaign that misses its season.
The previous work optimised for leads. At the end of the day it is not important how many leads arrive, it is how many close.
Two objectives came directly from their CEO: shorten the sales cycle, and be measured on closed business rather than lead count.
The whole campaign was built around closed deals as the success metric. “This was one of the goals that we achieved working with you: sales-oriented leads, not just lead-oriented results.”
Video and visual-led creative did the explaining upfront, so buyers arrived already understanding the nuances instead of starting from zero on the phone.
“The leads that you have attracted with your team are more selective than elsewhere, and people are more motivated, more willing to learn about some nuances.”
Tasks delivered in a timely manner with fast responses, which is precisely what the previous agencies had failed at.
“It’s really important for us that the feedback we give, you can effectively work on. This is definitely something that we didn’t experience as much with other companies.”
“Previously it did take a longer time for us to close the sale. It went down from 10-11 months to 2 to 4 months since working with you, and it amounted to a total of 69,000 in generated revenue.”
Long sales cycles, previous agencies delivering late, and leads that never converted into signed installations.
Their CEO named them directly: shorten the sales cycle, and measure us on closed deals rather than lead volume.
Visual and video creative built to educate the buyer on the nuances before the first sales conversation.
Campaigns tuned for motivated, better-qualified buyers instead of raw lead volume, with cost per lead falling 30%.
Revenue of €69,000 at a 1:20 return, with deals now closing in 2-4 months instead of 10-11.
Client feedback implemented inside the live campaign rather than at the next quarterly review.
Same system. Different industries, different countries, same way of working.
Said no twice after a bad agency. Then opened the CRM on camera.
“If you are our competitor, don’t do this.”
153 leads, €2.34 best CPL, a €64K commercial deal, 68x return.
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