The pain
AMS sell industrial equipment that nobody buys on impulse. A quote would go out, and then the buyer disappeared into an internal process that could run for months. No follow-up, no scoring, no way of knowing who was still warm. Quotes expired unanswered, and nobody could say how many.
The problem underneath
The CRM held years of history and did nothing with it. Every enquiry was treated identically regardless of role or intent, so a procurement junior gathering prices got the same attention as an engineering director with a signed-off budget. Follow-up depended on a salesperson remembering, during a busy week, to chase a quote from a month ago.
And upstream of all that, enquiry volume itself depended on whatever the market happened to send. Marketing existed. A system did not.
What we built
The full system, both halves — the machinery that generates demand and the machinery that converts it.
- Paid campaigns and landing pages built around how robotics buyers actually search and enquire
- The CRM rebuilt from the ground up, with source tagging on every enquiry
- Scoring and routing by role and intent, against criteria set with the sales team
- Automated post-quote follow-up that runs for as long as the decision takes
- Nurture tracks measured in months, because that is the real cycle length
How we did it
We mapped the real buying journey with the sales team rather than guessing at it — who enquires, who decides, where deals stall, and what a warm buyer actually looks like at month three of a six-month decision.
Then the system was built around that map and switched on in stages: CRM and follow-up first, so nothing new leaked, then the campaigns that filled it. Every enquiry since has carried its source with it, which is what makes the revenue figure below a measurement rather than a guess.
The results
Over two years the system has produced more than 1,500 leads and put 22,000 new customers into the CRM. £2M in closed deals is tracked back to it, deal by deal, through the source tags — on a sales cycle that still takes as long as industrial decisions take.
The outcome
The sales cycle did not get shorter, because it cannot. What changed is that quotes stopped dying in silence, the team can see who is live at any moment, and the pipeline no longer depends on anyone’s memory. The directors took a risk on marketing they did not fully believe in; the system paid it back in tracked revenue.