The Charge Group Case Study | Engaged Prospect

Charge realizes 5.7x ROI and attracts investors with help of EP

The Charge Group (Charge) is a corporate wellness company, headquartered in Philadelphia, PA and serving customers in eastern PA, NJ, NY and DE. They help small and midsize businesses by offering a customized nutrition solution to improve employee health, engagement, productivity and overall satisfaction.

For the first two years after launch, CEO Mike McGrath was the one-and-only "sales person". He successfully grew the customer base, but couldn't maintain that level of growth as his focus on the other needs of the business began to shift.

Mike and Charge hired EP to build their sales department from scratch.

178% to Quota
in first 5 months

5.72x ROI
in only 3 months

31% Growth
in qualified leads (first quarter)

The Challenge

Within its first two years, Charge was profitable and the customer base was growing. CEO Mike McGrath was responsible for almost all business activities ranging from sales to operations to finance to HR.

Because the company was growing, Mike began suffering from the same challenges almost every successful entrepreneur faces. How can he balance his time focusing on current clients, internal operations and "leading the business", while also focusing on growing his business and spending enough time doing the activities required to finding and converting new opportunities?

Mike approached EP to help him build a sales department that could provide an immediate impact to his company. He needed it all. Sales personnel, systems and processes, outbound marketing, a contact database, technology. He also needed a good management structure to help create the growth plan for the next 5 years to help him understand future opportunity and also to help gain investor confidence and secure funding to fuel his growth goals.

Mike decided to outsource this work to EP because of our experience building and managing sales departments. Within a few days, The Charge Group had a proven sales and marketing plan, sales personnel trained to speak intelligently with prospects and customers, and working strategy for future growth.

EP's strengths, combined with the Charge solution, would soon prove to be a successful match.

The Solution

The EP Solution combines Inside Sales Strategy, Digital Marketing and Sales Development.

We leveraged our strategic expertise and experience building sales teams to build the sales and marketing teams for Charge, and to also help guide the 5 year strategy to determine staffing needs and secure appropriate funding for growth
Our marketing efforts helped Charge test messaging strategies and gather customer feedback
By introducing digital marketing strategies, we could help impact the customer journey from prospecting through to customer renewal
We hired one dedicated sales rep to focus entirely on driving new business acquisition for Charge

"The time that EP puts into our business from sales to marketing to business development has actually saved us money compared to building our own internal sales system. EP did a full 360 of our business and developed a strategic sales plan that was fully customized to our business model".

Mike McGrath
Founder and CEO, The Charge Group

The Results

EP was marketing to Charge's key market within the first few days of launch. On the first day, we were able to initiate a marketing campaign for opportunities already in the pipeline, with the goal of re-engaging them and moving them towards a buying decision. The sales efforts were generating qualified opportunities within the first week, as appointments were scheduled to learn more about the solution. In addition to the tangible sales activities, a long-term sales plan was established, tested and revised over the first few months of the partnership.

Key results include:

5.7x ROI in first quarter
178% to quota
Generated $274,560 in engaged, qualified opportunities within first 1.5 months
Identified first sale within 10 days of launch
Built 5 year sales forecast
Provided guidance for sales/marketing plan to secure key investment funding
CRM built for use by Charge and EP employees
Built EP 9-Touch Process for efficient prospecting and high volume outreach
Automated renewal pipeline for consistent outreach and retention
Training materials developed
Built infrastructure for fast and easy increase in headcount
New hire onboarding process allows new reps to be selling within 3 days of hire

Other deliverables

Inside Sales Strategy:

Built monthly Pro-Forma, extended out 5 years to help Charge secure funding and better understand monthly cash flow
Worked with Charge leadership to help guide their first internal business development hire (responsible for creating relationships with resellers). This work included helping craft job descriptions, interview techniques and compensation plans
Identified decision maker personas for new business campaigns
Customized CRM exclusively for Charge
Built automated process to transfer Charge database and customer information from Excel Spreadsheets to CRM
Created call scripts and presentation materials
Built inbound/outbound sales process with automation
Built renewal sales process with automation to drive retention
Integrated existing Charge processes with new CRM and sales automation processes
Produced weekly reporting and forecasts to direct future opportunities

Digital Marketing:

Secured contact lists of key decision makers
Planned lead generation campaigns
Produced email content for new and renewal sales messaging
Built and executed automated email outreach to build awareness and drive conversations
Monitored email deliverability and domain reputation
Identified and tested core decision maker and influencer buying behaviors

Sales Development:

Hired and trained first Charge sales rep. Producing conversations and identifying opportunities within 3 days of hire
Developed territory plan to maximize outreach
Implemented EP 9-Touch Process to drive top-of-funnel conversations

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