Executive Summary

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A private equity–backed environmental services organization was experiencing significant revenue decline, customer attrition, and organizational instability—resulting in a reduction in force and growing concern from its PE sponsor.

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GlenSource Business Consulting was engaged to provide Fractional CRO leadership with a clear mandate: stabilize revenue, stop customer churn, and restore confidence in the sales Organization. 

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Within 120 days, the company reversed its downward trajectory, re-established executive control of revenue performance, and returned to sustained month-over-month growth.

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The Challenge

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The organization was facing multiple compounding issues:

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• Year-over-year declining revenue
• A recent reduction in force, with additional cuts under consideration
• Increasing pressure from the PE firm to diagnose the problem and act decisively
• A sales organization operating without accountability, structure, or strategic customer engagement

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Executive leadership lacked clarity on why revenue was declining—and more importantly, how to stop it.

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GlenSource’s Diagnostic Approach

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The Fractional CRO’s first priority was root-cause analysis, not quick fixes.

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By conducting a detailed review of year-over-year sales data, GlenSource uncovered a critical insight:

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65% of the revenue decline was driven by lost and underperforming top existing customers—not new business failure.

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This insight immediately reframed the problem from “sales productivity” to account leadership and customer retention.

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Leadership Intervention: Reconnecting with the Customer

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Rather than relying on assumptions, the Fractional CRO implemented a direct customer intelligence strategy.

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The sales leader was instructed to:

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• Schedule face-to-face meetings with the top 20 declining revenue-generating customers
• Personally hear why those customers were reducing or discontinuing spend

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The findings were eye-opening and transformational:

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• Competitors were aggressively targeting accounts with tailored offers
• Customers experienced poor responsiveness from sales representatives
• Several high-value customers had never met their assigned sales rep
• Relationships were transactional—or nonexistent—rather than strategic

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This feedback created immediate alignment between sales leadership, executive management, and the reality of the market.

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Strategic Reset: From Transactional Selling to Account Leadership

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GlenSource Business Consulting worked closely with the sales leader to implement a customer recovery and growth strategy, including:

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1. Customer Win-Back Incentives 

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Targeted incentives were introduced to re-engage key customers and encourage renewed purchasing behavior.

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2. Structured Relationship Cadence

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• Bi-weekly in-person or virtual meetings with top customers
• Proactive issue resolution rather than reactive service
• Clear accountability for follow-up and communication

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3. Elevated Sales Leadership Involvement

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• Sales leadership attended these customer meetings
• Customers gained multiple points of contact, reducing risk and building confidence
• Demonstrated executive commitment to partnership—not just selling

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Measurable Results

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The impact was both immediate and compounding:

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• 20% Month-over-Month revenue growth from existing customers within 30 days
• Successful upsell of ancillary services driven by renewed trust
• Significant improvement in customer sentiment and retention
• Elimination of reactive selling behaviors

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These practices were institutionalized and expanded:

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• A new Account Management Standard was implemented company-wide
• Quarterly Business Reviews (QBRs) were introduced for the top 30% of customers
• Sales execution shifted from reactive to strategic, relationship-driven growth

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Outcome

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By Q4:

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• Revenue was growing 15% Month-over-Month
• Customer churn was materially reduced
• Sales leadership had regained control and credibility

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The organization was positioned for healthy, sustainable growth in the following fiscal year Additional reductions in force were no longer necessary

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Why GlenSource Business Consulting Made the Difference

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This engagement succeeded because GlenSource delivers sales leadership—not just advice.

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• GlenSource Business Consulting provides:
• Executive-level revenue diagnostics
• Hands-on sales leadership and accountability
• Customer-centric growth strategies
• Rapid execution in high-pressure PE environments
• Scalable frameworks that outlast the engagement

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Key Takeaway

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Revenue decline is rarely a sales volume problem—it’s a leadership and relationship problem. GlenSource Business Consulting helps organizations fix the right problem—and drive measurable growth.

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