01 Agilar-color
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Increase in average contract value

B2B Clients (Global Players)

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Increase in qualified lead conversion rate

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B2C trainings

Resuts

Executive Summary

I spearheaded a comprehensive revenue acceleration program for Agilar in the Spanish B2B market, focusing on redesigning the Marketing & Sales methodology, enhancing team collaboration, and optimizing customer touchpoints throughout their journey. Working directly with Agilar's executive team, I led a cross-functional team of 8 professionals to transform their approach to enterprise sales. The initiative leveraged my expertise in Agile methodologies, strategic sales planning, and behavior-driven marketing to create a scalable, repeatable sales framework specifically tailored to Spanish enterprise buyers. This multifaceted approach successfully reduced the sales cycle from 6 months to 60 days while improving conversion rates and customer satisfaction for their enterprise software solutions, positioning Agilar for sustainable growth in competitive regional markets.

Key Team Structure:

  • Lead Consultant: Lester Laine as Revenue Strategy Lead
  • Team Size: 8 cross-functional professionals (3 Agilar sales leaders/Agile Coaches, 2 marketing specialists, 1 Designer, 2 SEO specialists)

Project Duration: 9 months (3 months intensive restructuring, 6 months implementation and refinement)

The challenge - Elevating Brands

Challenge

Agilar was experiencing significant challenges in the competitive Spanish enterprise software market. Their lengthy 6-month sales cycles were hampering business growth and cash flow predictability. The company was struggling with several key issues:

  • Disconnected communication between marketing, sales, and customer success teams
  • Inconsistent lead qualification processes leading to wasted effort on low-potential prospects
  • Content that focused on technical features rather than business outcomes
  • Limited visibility into customer decision-making processes
  • Regional variations in buying behavior across different Spanish markets were not being addressed
  • Over-reliance on in-person meetings that extended the sales timeline unnecessarily

These challenges were particularly problematic as they attempted to expand into new regions within Spain and address different industry verticals.

Strategy - Elevating Brands

Strategy

I developed a comprehensive revenue acceleration strategy that went beyond technological solutions to address the fundamental elements of Agilar's go-to-market approach. Key strategic elements included:

  1. Redesigning the sales methodology to focus on value-based selling rather than feature-based demonstrations
  2. Implementing a structured account-based marketing approach for high-value target accounts
  3. Creating industry-specific messaging frameworks that resonated with decision-makers in different sectors
  4. Establishing a "deal desk" mechanism to streamline approvals and remove administrative bottlenecks
  5. Developing regional market playbooks that accounted for cultural and business differences across Spain
  6. Rebuilding the content ecosystem to focus on business outcomes rather than technical specifications

Using my background in Agile and Scrum methodologies, I organized the work into value-focused sprints that delivered immediate improvements while building toward the larger transformation.

Execution

Execution

  • I led a collaborative effort across multiple departments, breaking down traditional silos between marketing, sales, and customer success. My execution approach included:

    • Conducting regional market research to identify specific buying patterns and decision criteria across different Spanish regions
    • Facilitating cross-functional workshops to align teams around a unified revenue generation process
    • Developing ideal customer profiles for each target industry to improve qualification efficiency
    • Creating a value messaging framework that salespeople could customize for different stakeholders and industries
    • Implementing weekly revenue team synchronization meetings to discuss pipeline progress and remove obstacles
    • Designing industry-specific case studies and ROI calculators that accelerated decision-making
    • Establishing a systematic approach to gathering and incorporating customer feedback into sales materials
    • Training sales teams on consultative selling techniques relevant to the Spanish business culture
    • Crafting targeted account plans for strategic opportunities with customized engagement strategies

    We also developed a systematic approach to continuously capture insights from both successful deals and lost opportunities, creating a learning loop that continuously refined our approach.

Results-1

Results

Reduction of the average sales cycle from 6 months to approximately 60 days

  • 23% increase in qualified lead conversion rate
  • 18% improvement in win rate for competitive deals
  • 15% increase in average contract value
  • Expanded successful penetration into three new regional markets
  • Customer satisfaction scores improved from 7.2 to 8.6 (on a 10-point scale)
  • Reduced sales team turnover by 35% through improved process clarity and predictability

WHAT PEOPLE ARE SAYING

"Lester perfectly understood the nuances of our market, delivering results from day one. An invaluable asset for any company." 

tiago

Tiago Garcez
Partner - Agilar Benelux