The challenge
A nonprofit education company sold healing-centered certifications to individuals. Leadership saw an opportunity to serve entire organizations, but the business lacked the infrastructure to pursue it.
There was no B2B sales process, CRM, email outreach program, or trained organizational sales team. Expanding into school districts and hospitals required a different approach to selling and a reliable way to deliver once contracts were signed.
The work
Fractional revenue leadership
Goshen Consulting provided fractional revenue leadership to establish the B2B sales operation.
Sales process
Built a structured approach to selling certifications to organizations.
Pipeline visibility
Implemented a CRM to track prospective organizations and sales opportunities.
Outreach
Created email campaigns for school districts, hospitals, and other organizational buyers.
Sales enablement
Developed training to prepare the growing team for B2B conversations. The team expanded from one person to four, including a marketing hire.
Fulfillment
Established the operational handoff from signed contract to certification delivery.
The outcome
Two school districts and a children's hospital accounted for $3M in revenue and led to more than 2,000 individuals being certified. Smaller organizations and churches contributed another $1M.
Before the engagement ended, a full-time revenue leader was interviewed, hired, and trained to take ownership. The company retained its sales process, CRM, campaigns, trained team, and fulfillment handoff.
Goshen helped turn an expansion opportunity into a working B2B revenue operation and prepared the business to run it independently.