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Case Study:

Driving 100% YOY New Business Revenue Growth at Glacier

About Glacier

Glacier is a higher education marketing company based in Calgary, Alberta. They focus primarily on high school and youth advertising campaigns for colleges and universities across Canada and the USA.  Glacier offers three unique services: In-high school wall advertisements, student influencers and full-service digital advertising. 

The Challenge

The biggest challenge I faced when starting on the sales team at Glacier was a serious lack of efficiency in their sales process. All emails were being sent manually, cold calls were being dialed individually, there was no strategy in the type of account being targeted and team members weren't given any training on how to effectively prospect accounts. 

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This led to a serious inability to generate new leads and accurately forecast future revenue.

The Plan

Yesware:

One of the glaring holes in Glacier's sales process was the lack of automation being leveraged. While they were working out of an extremely basic CRM that lacked functionality, there were still plenty of extensions that could be leveraged to cut email time down significantly.

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This led to the implementation of Yesware, which allowed us to rapidly increase cold email output and strategically align emails to drip valuable content over time. 

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We saw an immediate return on Yesware, with a 5x weekly increase in email responses, meaningful conversations, and meetings booked. 

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HubSpot:

After seeing the success brought on by Yesware, management realized the massive opportunity ahead in sales automation. I recommended leveraging HubSpot as a new CRM, as well as integrating its CMS and Marketing functionality to take Glacier to the next level. 

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I was responsible for building out HubSpot, which included:

  • Merging data from our old CRM into HubSpot

  • Building out pipeline and implementing a brand new sales process

  • Compiling key metrics for forecasting and ongoing dashboard reporting

  • Leveraging new automation tools, such as sequences and queues, to streamline sales outreach

  • Training the entire sales team and ongoing support

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Proposify:

Glacier's original proposals were bland. 

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