A business with A$20M in turnover. Up to A$4M in potential revenue. One critical gap: sales visibility.
The leading manufacturer had built scale across regions, but its systems had not grown with it. Sales activity lived across disconnected tools and individual working methods, leaving leadership without a dependable view of pipeline, follow-up, customer activity or conversion performance.
ExIQ translated that blind spot into a commercial transformation plan: connect sales, marketing and operations, give managers live visibility, and create the conditions for disciplined growth.
Revenue was at risk because management could not see what happened between enquiry and order.
Sales activity was fragmented across regions, tools and individual habits. Leadership could not consistently see which opportunities were active, whether follow-up happened, where deals stalled or how marketing converted into orders.
Disconnected inventory, manufacturing and finance systems added re-keying, delayed reporting and slower decisions. The commercial cost was not just administration - it was growth that could not be managed.
Rounded workshop estimates used for planning; not independently audited results.
ExIQ started with the customer journey - not a shopping list of software.
Three executive workshops connected the growth opportunity to the operating changes required to capture it.
- Map every step from first enquiry to repeat order.
- Establish one pipeline, consistent sales stages and visible accountability.
- Give management live reporting on activity, conversion and forecast health.
- Connect CRM, websites, inventory and reporting around the customer.
- Sequence early wins without disrupting manufacturing or fulfilment.
- Define the measures leadership would use to manage performance.
The result was a roadmap leadership could fund and an internal team could execute.
Win sales visibility first, then connect the rest of the business.
The roadmap placed the revenue engine first: manage the pipeline, convert more digital demand, then connect sales promises to stock, production and fulfilment.
From limited sales visibility to a connected revenue engine
- 0-90 days Put the sales pipeline under management
One customer record, clear stages, assigned actions and reliable forecasting.
Management sees every opportunity and what happens next. - Months 3-6 Turn digital demand into qualified opportunities
Connected websites, forms, campaign attribution and automated lead routing.
Marketing becomes a measurable source of sales. - Months 6-12 Connect sales, stock and fulfilment
Shared visibility across customer demand, inventory, orders and delivery.
Sales promises align with operational capacity. - After proof Scale the capabilities that create growth
Analytics, automation, e-commerce and management reporting.
Growth becomes repeatable without matching overhead growth.
Approximately A$4M in additional annual revenue on A$20M turnover when improved visibility, accountability and sales management are fully deployed.
The largest opportunity was not cost reduction. It was revenue visibility.
The roadmap identified A$90K-A$130K in potential annual efficiency savings and A$50K-A$100K in potential working-capital release. The larger opportunity came from improving how sales activity was managed.
With consistent CRM adoption, visible salesperson activity, disciplined follow-up and stronger pipeline governance, properly deployed systems could support up to a 20% sales uplift. On A$20M annual turnover, that represents up to A$4M in potential additional annual revenue.
On the model's net-savings assumption, the cost case alone equates to 26-57% of upfront investment each year and a simple payback of roughly 21-45 months - before any sales upside. The A$4M figure is potential revenue, not profit, so realised ROI depends on margin, implementation cost, adoption and sales execution.
A funded, sequenced plan ready for execution.
- A quantified commercial case and clear value priorities.
- A consistent sales process and management reporting model.
- CRM, website and operating-platform recommendations.
- A practical 12-month implementation sequence.
- Executive KPIs, decision gates and accountabilities.
- Investment ranges, risks and governance.
ExIQ delivered the strategy, business case and implementation roadmap. The client chose internal implementation, avoiding repeated discovery and moving directly into delivery.
When leaders can see the whole revenue engine, they can manage it.
ExIQ turned disconnected systems and hidden sales activity into a practical growth roadmap - showing leadership where value was being lost, what to change first and how to measure the return.