Client Background
Aerolase is a leading medical technology company that develops and manufactures advanced laser devices for dermatology, aesthetics, and other medical applications. Their innovative laser technology is used by dermatologists, plastic surgeons, and medical spas worldwide to treat a wide range of skin conditions. With rapid growth and expansion into new markets, Aerolase was struggling with fragmented systems and manual processes that were hindering their sales efficiency and creating bottlenecks in their lead-to-contract process.
The Challenge
Aerolase faced several critical challenges in their lead-to-contract process:
- Disconnected marketing and sales systems, with leads managed in HubSpot but sales activities tracked in spreadsheets
- Manual handoffs between marketing, sales, and finance teams that created delays and information gaps
- Inconsistent sales processes across different regions and sales representatives
- Complex quoting and configuration requirements for their medical devices and service packages
- Time-consuming contract generation and approval processes with multiple stakeholders
- Manual tax calculation and compliance challenges across different jurisdictions
- Paper-based signature processes that delayed final contract execution
- Limited visibility into sales pipeline and forecasting accuracy
These challenges were impacting Aerolase's ability to scale efficiently and capitalize on market opportunities. The average lead-to-contract cycle was taking 74 days, with significant time spent on manual administrative tasks rather than value-added selling activities. Sales representatives were spending approximately 40% of their time on non-selling tasks, and contract errors were causing delays and customer frustration.
Our Approach
After a thorough assessment of Aerolase's sales processes, systems, and business goals, we developed a comprehensive implementation plan focused on digitally transforming their entire lead-to-contract process:
1
Salesforce Sales Cloud Implementation
We implemented Salesforce Sales Cloud as the central platform for Aerolase's sales operations. This included configuring the system to support their specific sales processes, opportunity stages, and approval workflows. We established Salesforce as the single source of truth for all customer and sales data.
2
HubSpot Integration
We integrated HubSpot with Salesforce to create a seamless flow of marketing-qualified leads into the sales process. This included setting up bi-directional synchronization of lead data, marketing campaign information, and engagement history to provide sales representatives with complete visibility into prospect interactions.
3
Salesloft Implementation
We implemented Salesloft and integrated it with Salesforce to provide sales representatives with structured cadences for lead follow-up and opportunity progression. This included creating templated email sequences, call scripts, and activity tracking to ensure consistent sales engagement across the team.
4
CPQ (Configure, Price, Quote) Solution
We implemented Salesforce CPQ to streamline the configuration and quoting process for Aerolase's complex product offerings. This included setting up product rules, pricing models, approval workflows, and document generation templates to ensure accurate and professional quotes.
5
Avalara Tax Integration
We integrated Avalara with Salesforce to automate tax calculations and ensure compliance across different jurisdictions. This included configuring tax rules for Aerolase's products and services, setting up address validation, and implementing real-time tax calculation during the quoting process.
6
DocuSign Integration
We integrated DocuSign with Salesforce to digitize the contract execution process. This included setting up document templates, signature workflows, and automated status tracking to eliminate paper-based processes and reduce contract cycle times.
7
Sales Analytics Dashboard
We developed comprehensive sales analytics dashboards using Salesforce Einstein Analytics. These dashboards provided real-time insights into pipeline health, forecast accuracy, conversion rates, and sales rep performance to enable data-driven decision-making.
8
Mobile Enablement
We configured the Salesforce mobile app to provide sales representatives with on-the-go access to customer information, opportunity details, and sales tools. This included customizing the mobile experience to focus on the most critical information and actions needed during customer meetings.
9
Training and Change Management
We developed comprehensive training programs and change management initiatives to ensure successful adoption of the new systems and processes. This included role-specific training, process documentation, and ongoing coaching to help sales teams maximize the value of the new tools.
The Results
The implementation of our integrated lead-to-contract solution delivered significant measurable results for Aerolase:
Average lead-to-contract cycle time decreased by 63%, from 74 days to 27 days, enabling faster revenue recognition and improved cash flow.
Lead-to-opportunity conversion rate increased by 47%, and opportunity-to-contract conversion rate improved by 32%, resulting in a 92% increase in overall sales productivity.
Administrative Efficiency
Manual administrative tasks reduced by 89%, allowing sales representatives to spend 68% more time on direct selling activities and customer engagement.
Quote and contract errors decreased by 94%, eliminating rework and improving customer experience during the purchasing process.
Sales forecast accuracy improved from 62% to 91%, enabling more effective resource allocation and inventory management.
Overall sales revenue increased by 36% in the first year after implementation, with average deal size increasing by 18% due to more effective cross-selling and upselling.
"Barrington Bay's implementation of our integrated lead-to-contract solution has been transformative for our sales organization. We've not only accelerated our sales cycle but also significantly improved the quality of our customer interactions. Our sales team now has the tools and information they need to be truly effective, and the automation of administrative tasks has allowed them to focus on what they do best—selling our innovative laser technology. The impact on our revenue growth and operational efficiency has exceeded our expectations."
Sarah Johnson
Chief Revenue Officer, Aerolase
Key Takeaways
The success of this project demonstrates the power of an integrated approach to sales process transformation. By connecting previously siloed systems and automating manual processes across the entire lead-to-contract journey, Aerolase was able to significantly improve sales efficiency, accuracy, and results.
The implementation of Salesforce as the central platform, integrated with specialized tools for specific functions (HubSpot for marketing, Salesloft for sales engagement, CPQ for quoting, Avalara for tax compliance, and DocuSign for contract execution), created a seamless end-to-end process that eliminated bottlenecks and manual handoffs.
This case study highlights the importance of a holistic approach to sales transformation that addresses people, process, and technology in an integrated manner. By focusing on the specific challenges and opportunities in Aerolase's lead-to-contract process, we were able to deliver a solution that drove meaningful improvements in sales productivity, customer experience, and business results.
