Three months ago, our sales team was struggling. We were generating plenty of leads, but our conversion rate was stuck at 12%. Our pipeline was a mess, follow-ups were inconsistent, and we were losing deals we should have won.
Then everything changed.
We implemented a comprehensive sales strategy centered around Close CRM, and the results were remarkable. Within 90 days, our conversion rate jumped from 12% to 16.8% - a solid 40% increase.
This wasn't magic. It was methodical, data-driven work that transformed how we approach every stage of the sales process.
In this article, I'll share exactly what we did, the challenges we faced, and the specific tactics that moved the needle. If you're looking to improve your sales performance, these insights could be the breakthrough you need.
The Problem: Why Our Conversion Rate Was Stuck
Before diving into the solution, let's talk about where we were failing.
Inconsistent Follow-Up
Our sales reps were drowning in leads. Some prospects got called five times. Others fell through the cracks entirely. There was no system, just chaos.
Poor Lead Qualification
We were treating every lead the same. A Fortune 500 company got the same attention as a solopreneur with no budget. This wasted countless hours on deals that were never going to close.
No Visibility Into Pipeline Health
Our sales manager couldn't see bottlenecks until it was too late. Deals would sit in "proposal sent" stage for weeks without anyone noticing.
Manual Data Entry Killing Productivity
Reps spent 30% of their time updating spreadsheets and CRM records. That's 12 hours per week not spent selling.
Lack of Accountability
Without clear metrics and tracking, underperformers could hide. Top performers weren't recognized or replicated.
These problems were costing us real money. We calculated that our poor conversion rate was leaving approximately $180,000 in annual revenue on the table.
Something had to change.
Why We Chose Close CRM
We evaluated several CRM platforms before selecting Close CRM. Here's why it won.
Built Specifically for Sales Teams
Unlike bloated enterprise CRMs, Close CRM was designed from the ground up for selling. Every feature serves one purpose: helping reps close more deals.
Calling Built Right In
We needed a CRM where reps could call directly from the platform. Close CRM has calling, SMS, and email all integrated. No switching between tools.
Automation Without Complexity
The automation features in Close are powerful but don't require a computer science degree to set up. Our team was building workflows within hours.
Lightning-Fast Interface
Speed matters. When your reps are making 50+ calls per day, every second counts. Close CRM is noticeably faster than competitors.
Transparent Pricing
No hidden fees or surprise charges. We knew exactly what we were paying and what features we'd get.
The decision to switch to Close was the foundation of everything that followed.
Phase 1: Foundation and Data Migration (Week 1-2)
The first two weeks were all about getting our house in order.
Cleaning Our Lead Database
Before importing anything into Close CRM, we spent time cleaning our data. We removed duplicates, corrected email addresses, and standardized company names.
This wasn't glamorous work, but it was essential. Garbage in, garbage out.
Custom Field Configuration
We set up custom fields that matched our sales process:
- Industry vertical
- Company size
- Budget range
- Decision maker role
- Current solution
- Pain points
- Lead source
These fields would become critical for lead scoring and segmentation later.
Pipeline Stage Definition
We mapped out every stage of our sales process in Close:
- New Lead
- Qualified
- Demo Scheduled
- Demo Completed
- Proposal Sent
- Negotiation
- Closed Won
- Closed Lost
Each stage had clear entry and exit criteria. No more ambiguity about where deals belonged.
Team Training
We ran daily 30-minute training sessions. Every rep needed to be comfortable with the basics of Close CRM before we went live.
We practiced:
- Adding new leads
- Making calls
- Sending emails
- Moving deals through stages
- Adding notes and tasks
Integration Setup
We connected Close to our other tools:
- Website forms feeding leads directly into Close
- Calendar integration for scheduling
- Slack notifications for deal updates
- Zapier for additional automations
By the end of week two, we were ready to launch.
Phase 2: Implementing Lead Scoring (Week 3-4)
Not all leads are created equal. This was the insight that changed everything.
Building Our Lead Scoring Model
We analyzed our past 200 closed deals to identify patterns. What did our best customers have in common?
We created a scoring system in Close CRM based on:
Firmographic Factors:
- Company size: 50+ employees (20 points)
- Industry: SaaS, Technology, Professional Services (15 points)
- Location: North America, Western Europe (10 points)
Behavioral Factors:
- Visited pricing page (15 points)
- Downloaded case study (10 points)
- Requested demo (25 points)
- Opened multiple emails (5 points)
Budget Indicators:
- Budget range over $10K annually (20 points)
- Decision maker involvement (15 points)
Leads scoring 70+ points were labeled "hot." These got immediate attention.
Leads scoring 40-69 were "warm." They entered a nurture sequence.
Leads under 40 were "cold." They got automated education emails until they engaged more.
Automatic Prioritization
Using Close CRM's workflows, hot leads automatically created high-priority tasks for our best reps. The system assigned leads based on rep performance and availability.
This eliminated cherry-picking and ensured our A-players worked the best opportunities.
The Impact Was Immediate
Within two weeks of implementing lead scoring, we saw:
- 35% reduction in time wasted on unqualified leads
- 28% increase in qualified opportunities
- Reps making more meaningful conversations per day
Our top performer, Sarah, went from 15 calls per day to 22 - because she wasn't wasting time on prospects who weren't ready to buy.
Phase 3: Automated Follow-Up Sequences (Week 5-6)
The fortune is in the follow-up. But following up consistently is hard when you're managing 50+ active deals.
Creating Template Libraries
We built email and SMS templates in Close CRM for every common scenario:
- Initial outreach
- Post-demo follow-up
- Proposal delivery
- Check-in after no response
- Re-engagement for cold leads
These weren't generic templates. Each one addressed specific pain points and included personalization variables.
Multi-Channel Sequences
Using Close's sequence feature, we created automated follow-up flows that combined:
- Emails
- Phone calls
- SMS messages
- LinkedIn touches
For example, our post-demo sequence looked like this:
Day 0: Thank you email sent immediately after demo Day 1: Personal video recap via email Day 3: Call to discuss questions Day 5: Case study email relevant to their industry Day 7: Call to move toward proposal Day 10: Break-up email (if no response)
The beauty of Close CRM is that these sequences felt personal, not robotic. Reps could customize messages before they went out.
Task Automation
We set up automatic task creation in Close based on deal stage:
- Demo scheduled → Create "Demo prep" task
- Proposal sent → Create "Follow up on proposal" task for 2 days later
- 7 days in same stage → Create "Check pipeline health" task
This meant nothing fell through the cracks.
The Results Were Dramatic
Our response rates jumped:
- Email open rates: 18% → 31%
- Email reply rates: 4% → 9%
- Call connection rates: 12% → 19%
More importantly, our sales cycle shortened from 45 days to 32 days. Deals moved faster because we maintained momentum.
Phase 4: Pipeline Optimization (Week 7-8)
With better data flowing through Close CRM, we could finally see where deals were getting stuck.
Identifying Bottlenecks
The reporting in Close revealed some uncomfortable truths:
- 40% of deals sat in "Demo Completed" for over a week
- "Proposal Sent" had a 65% win rate if followed up within 24 hours, but only 22% if followed up after 3+ days
- We were losing 30% of deals in "Negotiation" due to unclear next steps
Creating Stage-Specific Playbooks
For each bottleneck stage, we created clear playbooks in Close CRM:
Demo Completed Stage:
- Send recap within 2 hours
- Identify specific pain points discussed
- Confirm decision criteria
- Schedule proposal review meeting before leaving demo
Proposal Sent Stage:
- Call within 4 hours of sending
- Create calendar reminder for 24-hour follow-up
- Use proposal tracking to see when they open it
- Address objections proactively
Negotiation Stage:
- Document all stakeholders involved
- Create mutual action plan with specific dates
- Set up executive sponsor connection if needed
- Never leave without clear next step
These playbooks lived in Close as tasks and templates that guided reps through each stage.
Weekly Pipeline Reviews
Every Monday, our team reviewed the pipeline using Close CRM's dashboard:
- Which deals hadn't moved in 5+ days?
- Where were we stuck?
- What resources did reps need?
- Which deals needed manager intervention?
These 30-minute sessions kept everyone accountable and prevented deals from going stale.
Disqualification Discipline
We got ruthless about disqualifying bad-fit opportunities. Using Close's reporting, we identified red flags:
- No budget
- No timeline
- No decision maker access
- Misaligned use case
If a deal hit two or more red flags, we moved it to "Closed Lost" and focused energy elsewhere.
This was counterintuitive but powerful. Our pipeline became healthier and more predictable.
Phase 5: Performance Tracking and Coaching (Week 9-12)
The final piece was building a culture of continuous improvement.
Individual Dashboards
We created custom dashboards in Close CRM for each rep showing:
- Calls made
- Emails sent
- Meetings booked
- Conversion rate by stage
- Average deal size
- Sales cycle length
These metrics were visible to everyone. Top performers were celebrated. Underperformers got coaching.
Call Recording and Review
Close's built-in call recording feature became our coaching goldmine. Managers could listen to calls and provide specific feedback:
- How well did they uncover pain?
- Did they handle objections effectively?
- Was their closing technique strong?
We instituted "call of the week" where we'd review one excellent call and one that needed improvement. Everyone learned.
Team Leaderboards
A little friendly competition never hurt. We displayed real-time leaderboards from Close CRM on our office TV:
- Most calls made
- Highest conversion rate
- Biggest deal closed
- Fastest deal closed
This gamification drove energy and urgency.
Monthly One-on-Ones
Using data from Close, managers had focused coaching conversations:
- Where are you excelling?
- Where do you need support?
- What's blocking your success?
- What training would help?
These weren't generic check-ins. They were data-driven development sessions.
The Cultural Shift
Something remarkable happened. Our sales team transformed from order-takers to hunters.
Reps started:
- Proactively reaching out to stalled deals
- Experimenting with new messaging
- Sharing wins and strategies
- Holding each other accountable
Close CRM wasn't just a tool. It became the operating system for our entire sales culture.
The Specific Features That Made the Difference
Let me break down the exact Close CRM features that drove our 40% conversion increase.
Power Dialer
The power dialer in Close lets reps blast through call lists without manual dialing. This increased our daily call volume from 35 to 58 per rep.
More conversations meant more opportunities. Simple math.
Smart Views
Smart Views in Close CRM let us create filtered lists of leads based on any criteria. We created views like:
- Hot leads not contacted today
- Demos scheduled for tomorrow
- Proposals sent 3+ days ago with no response
- Deals in negotiation over 2 weeks
Reps could instantly see their highest priority actions.
Email Sequences
The email sequence feature in Close ensured no lead went cold. We set up nurture sequences that ran automatically but allowed personal touches.
Open rates and reply rates improved across the board.
Predictive Dialer
For cold outreach, Close's predictive dialer queued up the next call while we were finishing the current one. Zero downtime between conversations.
Built-in Calling and SMS
Having calling and SMS directly in Close CRM meant complete communication history in one place. Reps could see every touchpoint with a prospect instantly.
Context is king in sales.
Opportunity Reports
The opportunity reports in Close showed us:
- Win rates by source
- Average deal size by industry
- Sales cycle length by rep
- Conversion rates at each stage
This data guided every decision we made.
Workflow Automation
We built workflows in Close CRM that automatically:
- Assigned leads to reps based on territory
- Created tasks when deals entered new stages
- Sent internal notifications when big deals moved
- Updated custom fields based on activities
Automation saved 8+ hours per week per rep.
Common Mistakes We Made (So You Don't Have To)
The journey wasn't perfect. Here are mistakes we made along the way.
Mistake #1: Over-Automating Too Soon
In week three, we got excited and automated everything. The problem? Our emails felt robotic and impersonal.
We scaled back and found the right balance. Automate the process, personalize the message.
Mistake #2: Not Training Enough
We assumed reps would figure out Close CRM on their own. Wrong. Adoption was slow until we invested in proper training.
Daily 15-minute training sessions for the first two weeks made all the difference.
Mistake #3: Ignoring Data Hygiene
Reps weren't updating deal stages consistently. This made our reporting useless.
We instituted a rule: If it's not in Close, it didn't happen. Consistent data entry became non-negotiable.
Mistake #4: Setting Too Many Metrics
Initially, we tracked 20+ metrics. It was overwhelming and diluted focus.
We narrowed to five key metrics that actually moved the needle. Clarity drove action.
Mistake #5: Not Celebrating Wins
We were so focused on the next deal that we forgot to celebrate progress.
Once we started recognizing wins (using data from Close CRM), team morale skyrocketed.
The Numbers: Our Complete Results
Let's talk concrete results from our three-month transformation using Close CRM.
Conversion Rate:
- Before: 12%
- After: 16.8%
- Improvement: 40%
Sales Cycle Length:
- Before: 45 days
- After: 32 days
- Improvement: 29% faster
Average Deal Size:
- Before: $8,200
- After: $9,400
- Improvement: 15% larger
Daily Activities Per Rep:
- Calls: 35 → 58 (66% increase)
- Emails: 22 → 38 (73% increase)
- Meetings booked: 2.1 → 3.4 (62% increase)
Pipeline Health:
- Qualified opportunities: +43%
- Deal velocity: +29%
- Win rate: +18%
Revenue Impact:
- Monthly recurring revenue: +52%
- Annual contract value: +47%
- Total closed revenue (3 months): +63%
The financial impact was substantial. We went from closing $180K in quarterly revenue to $293K.
That's an additional $113K in just 90 days.
Key Takeaways for Your Sales Team
If you're looking to replicate our success, here's what matters most.
Start With Clean Data
Your CRM is only as good as the data you put in. Clean your database before implementing Close CRM.
Implement Lead Scoring
Not all leads deserve equal attention. Score them, prioritize them, and focus energy on the highest-probability opportunities.
Automate Follow-Up
Consistency beats intensity. Use Close's automation features to ensure every prospect gets timely, relevant follow-up.
Track Everything
You can't improve what you don't measure. Use Close CRM reporting to identify bottlenecks and opportunities.
Coach With Data
Replace gut feelings with facts. Use call recordings and metrics from Close to provide specific, actionable coaching.
Create Playbooks
Document what works and make it repeatable. Store these playbooks in Close CRM so everyone can follow them.
Iterate Constantly
We didn't get everything right on day one. We tested, measured, and adjusted weekly.
Your Next Steps
Increasing sales conversion by 40% isn't magic. It's methodology.
The right CRM makes all the difference. Close CRM gave us the foundation to build a scalable, predictable sales process.
If you're serious about improving your conversion rate:
Start by auditing your current process. Where are deals getting stuck? What's slowing you down?
Then implement the framework we used:
- Clean your data
- Build lead scoring
- Automate follow-up
- Optimize your pipeline
- Track and coach performance
Close CRM is the tool that ties everything together. It's built for sales teams that want to close more deals, faster.
The investment pays for itself within weeks. Our ROI was positive by month two.
Three months ago, we were struggling with a 12% conversion rate. Today, we're at 16.8% and climbing.
The difference? A better process powered by better tools.
Your sales team deserves the same advantage. The question is: how much longer will you wait?
Start your transformation with Close CRM today.