From Occasional Referrals to a Predictable Deal Pipeline

Background

Casana is a digital transformation consultancy that helps companies deliver complex organizational and technology projects.

The Challenge

Casana won new customers mainly through referrals and occasional marketing activities, but had no clear target group definition and no structured sales process. At the same time, resources went into activities such as Google Ads without reliably producing new customers. What was missing was a clear approach to reach the right decision-makers in a targeted way and turn that into predictable new business opportunities.

1. 1New customer acquisition heavily dependent on referrals
2. 2Budget spent on activities that did not work
3. 3New conversations with decision-makers happened only irregularly
4. 4Hard to reach the right decision-makers in a targeted way

The Solution

A clear sales process was built for Casana to approach the right companies and decision-makers in a targeted way. The target group was clearly defined and the messaging was designed to be relevant and individual for each contact. At the same time, only companies with a visible need were contacted. Within a few months, this created a structured approach that continuously produced new opportunities.

1. Step 1

   Clear definition of target customers and relevant decision-makers

2. Step 2

   Targeted selection of companies with a visible need

3. Step 3

   Multi-step, personalized outreach instead of generic messages

4. Step 4

   Pre-qualification of contacts before the first meeting

The Results

Over €300,000 in pipeline in 4 months, independent of referrals

Within 4 months, a pipeline worth more than €300,000 was built. Conversations no longer came about by chance through referrals but in a targeted way through the new sales approach. This allowed Casana to develop new opportunities continuously and, for the first time, build new business in a predictable way.

• Over €300,000 in pipeline built within 4 months
• 8–12 qualified conversations with decision-makers per month
• Conversations with much higher relevance and closing potential
• A pipeline that reflects the company's revenue targets