Success story

How Terrand grew demo-to-negotiation conversion by 283%

Client: Terrand
Industry: Industrial SaaS
Website: terrand.app

Services

revenue operations

The challenge

Terrand came to Growketing with HubSpot already in place. They had the tool, but not the architecture that makes it work: MQLs and SQLs were created inconsistently, funnel stages had no clear rules, and marketing and sales operated without shared visibility. The CRM reflected sales activity, but it didn't help anyone make decisions.

We proposed building the sales operation on three interdependent pillars: a solid data architecture in HubSpot, a decision-making model based on real data, and an Account-Based Marketing strategy integrated into the CRM. The goal wasn't to tidy up a tool, but to turn the sales process into a system that is repeatable, measurable, and predictable.

ACTION PLAN

How we approached it

CRM architecture and optimization

Documented MQL and SQL qualification criteria, pipeline stages with clear entry and exit rules, and the marketing flow integrated directly into the sales process. The CRM went from being an archive to being a source of intelligence.

Decision-making for predictable revenue

With real conversion rates for each stage, the forecast stopped being guesswork. Channel analysis showed that outbound closed faster and brought higher-quality opportunities, so we shifted investment there.

Account-Based Marketing built into the process

We defined ICP criteria and built a universe of target accounts prioritized by industry, size, and intent signals, with automated multichannel activation. Every interaction is logged in HubSpot.

Logistics operation at a Terrand warehouse

Numbers that speak for themselves.

Demo-to-negotiation conversion: 56%
Growth in that conversion: +283%
MQL to SQL: 22%
SQL to demo: 73%

Transforming the commercial process

We worked with Terrand for 18 months to change how its sales operation works: from relying on intuition to a predictable, auditable system. In the last six months measured, with that system already running, demo-to-negotiation conversion went from 15% to 56%. The team can forecast each quarter with more confidence, spot where opportunities are lost, and make investment decisions based on real return.

The infrastructure we built also enables what comes next: expanding into new markets (Mexico and the rest of LATAM) with a proven playbook, onboarding sales reps onto documented processes, and showing investors and stakeholders a transparent, credible pipeline.

RESULTS THAT KEEP GROWING