Sales effectiveness is a process problem long before it is a talent problem. We rebuild the operating spine of B2B sales and marketing — pipeline definition, qualification, handover, forecast — so that the leadership team can see, and trust, what is actually happening in the funnel.
When clients come to us
When a sales forecast is consistently missed or consistently exceeded. When marketing-generated leads are not being closed and nobody can agree on why. When a new CRO is taking over and wants a clean read of the function before committing to a number. Often when an investor or board has asked for sales metrics that the team cannot produce credibly.
How we work
A senior advisor walks the current sales process from first touch to closed deal alongside the team — interviews, pipeline review, system audit. From there we redesign the stages, the qualification criteria and the handover discipline, and rebuild the reporting layer so the forecast is finally trustworthy. The team owns it from week one.
What we deliver
- Sales process redesign with stage definitions
- Qualification framework, written and trained
- Marketing-to-sales handover protocol
- Pipeline reporting and forecast methodology
- CRM configuration recommendations
- Cadence and review rhythm for the leadership team
Typical engagement
Process work runs six to twelve weeks. On our side, a senior commercial advisor leads with one analyst. On the client side, the CRO or head of sales is the principal counterpart, with marketing and operations involved at design points. The board sees the new forecast methodology at completion.
Why CGLA
We have run sales organisations as well as advised them, which means the process redesign survives contact with the actual sales team. We are independent of CRM vendors — the recommendation is built around the operating model, not the licence.
