A Groundwater Treatment Systems Manufacturer increased win rate 185%

Case Study

A Groundwater Treatment Systems Manufacturer *increased win rate 185%*

A vertically integrated manufacturer of groundwater treatment systems faced accelerating regulatory tailwinds and a lacked clear expansion thesis. To capture demand across public sector and commercial buyers, leadership needed a repeatable sales system that could scale capacity and shorten time-to-productivity.

• Revenue Operations

• Sales

• Marketing

*Company’s Challenge* Market opportunity outpaced execution because the sales motion relied on tribal knowledge, limited RevOps capacity, and a CRM that could not support forecasting or consistent coaching.

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• New-rep ramp averaged 16 months, limiting growth capacity.
• No documented sales process existed to onboard and train new hires.
• CRM stages did not mirror the buyer journey, reducing forecast accuracy.
• Reporting and dashboards were insufficient to manage pipeline health and conversion.

Cortado Group *Results*

• Bookings increased 60%, climbing from $50M to $83M in one year.
• Win rate rose from 20% to 37% after adopting the playbook and stage discipline.
• Pipeline expanded, reaching $600M in budget-stage opportunities.
• Onboarding time dropped from 18 months to 12 months, reducing ramp time 33%.

Cortado Group *Solution* *Strategies*

• Assess & Align
• Define Buyer Journey
• Codify Sales Process
• Build the Execution Engine
• Build Playbooks
• Streamline Onboarding
• Rebuild CRM Hygiene
• Automate Workflows
• Real-Time Insights
• Ensure Continuity

• Mapped the current motion, deal flow, and bottlenecks to define the target operating model.
• Documented personas and stage-by-stage buyer actions tied to exit criteria.
• Built a structured, stage-gated process with clear handoffs and coaching triggers.
• Converted strategy into seller-ready tools (rate cards, deal guidance, exception logic, talking points).
• Created role-based plays, talk tracks, and discovery guides to drive consistent execution.​
• Delivered a modular onboarding and certification program to speed ramp and standardize training.
• Reconfigured stages, required fields, and definitions so the CRM reflected reality and supported forecasting.
• Implemented routing, task automation, and deal workflows to reduce manual work and prevent leakage.
• Launched dashboards for pipeline coverage, conversion, cycle time, and rep activity to drive weekly operating cadence.
• Trained leaders and transferred tools, templates, and governance so adoption held after rollout.

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• Solutions Provided

• Sales Process

• Playbooks

• Enablement

• RevOps

• CRM

• Fractional RevOps Support

• Training

Key *Insight*

By codifying process, enablement, and CRM workflows, the company grew bookings 60%, lifted win rate 185%, and cut ramp time 33%.