Client — CredibleX · B2B Professional Services · GCC
+40% Across All12 Reps.Sales Cycle −18 Days. No Dependency.
How Infinito Marketer took a 12-person B2B services sales team with 2 stars carrying the load and 10 reps without process — extracted the stars' methodology, documented it into a complete playbook, trained the entire team in cohorts, and reduced new hire ramp from 6 months to 6 weeks — while delivering a 40% lift across the entire team and an 18-day compression in sales cycle.
All-Rep Improvement
+40%
entire 12-person team
Sales Cycle
−18 days
from discovery to close
New Hire Ramp
6 weeks
was 6 months · 92% reduction
Bottom-Quartile Lift
+80%
lowest performers · above old median
— 01 · The Situation —
Two reps closing 35–40% of proposals. Ten reps averaging 18%. New hires need 6+ months to reach productivity. Knowledge is a person, not a system.
CredibleX is a B2B professional services firm with strong delivery and consistent retention. But the sales team was a bimodal distribution: two top performers carrying 45% of quota, ten reps scattered between 12–28% close rates. New hire onboarding was 6–8 months to baseline. Every rep who left took their methodology with them.
The two stars had process. They could articulate it — they just never had to document it because they were doing the selling. The ten other reps had instinct. They tried to copy the stars. But copying without understanding isn't replicable. Sales cycle was 52 days on average. Pipeline was lumpy. Quota achievement depended on two people doing the work.
The core insight: CredibleX had methodology. It was just locked in two people. Infinito's job was to extract it, document it, teach it to ten people, and make it the way the entire team sold.
“Our two star players were doing everything. Now the entire team has a process — and our weakest reps are outperforming where our top reps used to be.”
— Sales Manager, CredibleX
— 02 · The Approach —
Five components extracted from the two top reps, documented, and turned into a teachable playbook for the entire team.
Prospecting Protocol
Top reps had a systematic approach: target firmographics, personalised research, 3-touch sequence with specific value props per touch, scheduled cadence. Documented and rolled out across the team — top-rep prospecting volume doubled with 40% better response rate.
Discovery Framework
Top reps spent 45 minutes in discovery. Underperformers spent 18. A structured 6-question framework — business impact, current state, decision process, budget, timeline, success metrics — turned discovery from chit-chat into a productive diagnostic.
Proposal Template
Top-rep proposals positioned value first (business objective → approach → outcomes → investment → ROI). Underperformer proposals positioned deliverables. A standardised template lifted win rate on proposals from 22% to 38%.
Objection Handler + Close Sequence
Three standard objections scripted with diagnostic responses (clarify before defending). Structured close: proposal + 3-day wait + follow-up call with explicit ask + decision timeline. Compressed sales cycle from 52 days to 34.
— 03 · The Results —
All-Rep Improvement
+40%
average close rate lift
Sales Cycle
−18 days
52 days → 34 days
New Hire Ramp
6 weeks
was 6 months · curriculum shipped
Q1 Quota Achievement
124%
was 96% · evenly distributed
— Client Testimonial —
★ ★ ★ ★ ★
“Our two star players were doing everything. Now the entire team has a process — and our weakest reps are outperforming where our top reps used to be.”
Sales Manager
CredibleX · B2B Professional Services · GCC