Executive Summary

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A newly formed, owner-operated services company launched with strong operational capabilities—but no formal sales structure, pipeline, or go-to-market strategy.

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GlenSource Business Consulting was engaged to provide Fractional CRO leadership to help the organization move from no sales motion to a repeatable, scalable revenue engine.

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Through hands-on leadership, in-person coaching, and disciplined sales execution, the organization went from zero pipeline to $500,000 in qualified opportunities, while establishing the foundational systems, cadence, and leadership behaviors required for long-term growth.

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The Challenge

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At the start of the engagement, the organization faced classic early-stage constraints:

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• No defined value proposition
• No sales pipeline or CRM discipline
• No revenue targets or forecasting process
• No sales operating rhythm
• An owner-operator carrying both operational and sales responsibilities
• Untapped internal talent without sales training or confidence
• The business had the capability to deliver—but lacked the structure to sell consistently.

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GlenSource’s Approach: Build the Sales Foundation First

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Rather than chasing short-term wins, GlenSource focused on installing the building blocks of sales success that would support sustainable growth.

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1. Hands-On Sales Leadership & Weekly In-Person Coaching

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The Fractional CRO met in person every week with the owner and team to:

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• Coach sales conversations in real time
• Train on prospecting, follow-up, and closing behaviors
• Reinforce discipline and accountability
• Translate strategy into daily execution
• This was not advisory work—it was embedded sales leadership.

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2. Establishing a True Value Proposition

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GlenSource worked directly with leadership to define and articulate:

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• Who the ideal customer is
• What problems the company solves better than competitors
• How service quality, ownership involvement, and process differentiation create value
• This value proposition became the backbone of all sales conversations, marketing messaging, and GTM execution.

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3. Unlocking Internal Talent for Sales Success

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During the engagement, GlenSource identified administrative talent with strong customer instincts but no formal sales experience.

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Rather than hiring prematurely, the Fractional CRO:

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• Coached this internal resource on sales fundamentals
• Assigned structured prospecting and follow-up responsibilities
• Built confidence through scripts, repetition, and accountability
• This approach accelerated capacity without increasing overhead, while creating internal career growth.

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4. Building a Real Sales Operating System

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Using GlenSource’s sales playbook framework, the organization implemented:

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• Revenue goals (annual, monthly, weekly)
• A defined sales pipeline requirement of 3X monthly revenue targets
• A documented lead-to-close sales process
• Clear win/loss tracking to improve performance over time
• PB Services Sales Playbook

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5. Establishing a Sales Operating Rhythm

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To eliminate randomness, GlenSource installed a weekly sales cadence, including:

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• Weekly kickoff and revenue review
• Prospecting and follow-up days
• Dedicated customer meeting days

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Weekly recap and pipeline review

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This rhythm ensured sales activity happened every week, not “when time allowed”

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PB Services Sales Playbook

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6. Creating a True Go-To-Market (GTM) Strategy

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GlenSource helped define a focused GTM approach, including:

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• Starter target customer segments
• A prioritized top-prospect list
• Strategic partnerships and alliances
• Bundled offerings and competitive takeovers
• Relationship-driven selling anchored in service quality
• This GTM strategy positioned the company to win early deals while preparing for scale.

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The Results

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Within the first phase of the engagement, the organization achieved:

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• $500,000 in qualified sales pipeline from a standing start
• Clearly defined revenue goals and forecasting discipline
• A repeatable sales operating rhythm
• A confident, coached internal sales contributor
• Stronger owner-operator leadership in sales conversations
• A GTM strategy aligned to realistic early-stage growth

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Most importantly, the company moved from hope-based selling to process-driven execution.

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Why GlenSource Business Consulting Made the Difference

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This engagement succeeded because GlenSource doesn’t just build strategy—it builds sales leaders, systems, and habits.

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GlenSource Business Consulting brings:

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• Fractional executive leadership for founders and owner-operators
• Hands-on coaching—not theory
• Sales systems that scale with the business
• Practical GTM execution grounded in real-world selling
• A focus on long-term capability, not short-term dependency

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Key Takeaway

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Sales success doesn’t start with deals—it starts with discipline, leadership, and clarity.

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GlenSource Business Consulting helps organizations go from zero to ready to win.

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