Case Study
Marketing Agency
Transforming a marketing agency by structuring its sales department
A Quebec-based marketing agency, known for its creativity and client loyalty. The company delivered high-quality projects but struggled to grow profitably. Its model relied on a very broad service offering, tailored to each project, which complicated operations and reduced margins.
Like many growing agencies, it faced a fundamental challenge: despite good positioning, its net profit rate was capped at 8%, and no sales structure had yet been put in place.
Structuring sales to build sustainable growth
Over a six-month period, Novera worked with the agency to lay the foundations for its future growth. The first priority was to create a bespoke sales department that reflected its brand identity. The next steps involved reorganizing the product offering, strengthening its market positioning, and training the team.
1. Creation of the sales department
The initial priority of the mandate was to build a commercial structure aligned with the agency's culture and objectives.
A problem quickly emerged: with a net profitability of only 8%, it was impossible to integrate a seller without harming the financial balance.
This reality has refocused our work on the commercial foundations before any hiring.
Here is what we have put in place:
- Complete creation of the sales department
- Structured sales plan, adapted to the market and services
- Mapping the sales cycle to streamline processes
- Structuring the existing CRM according to sales stages
- Monitoring tools and performance indicators for management
2. Realignment of supply and strategy
Once the commercial base was solidified, we supported the agency in a strategic refocusing of its offering and communication.
Here is what we have put in place:
- Clarification of the agency's positioning
- Review of brand image within the framework of a controlled rebranding
- Reducing the offering by removing unprofitable services to refocus on the area of expertise
- Defining a customer persona aligned with growth objectives
3. Recruitment and training of the sales team
To sustainably support the new structure, we helped build a competent sales team, well integrated into the agency's business model.
Here is what we have put in place:
- Selection of sales profiles suited to the agency's context
- Structuring the integration with clear objectives and a precise roadmap
- Comprehensive training for new salespeople on tools, pitch, and process
The results: An agency in control of its profitability
The transformation wasn't instantaneous, but it was profound and lasting. By clarifying roles, refocusing strategic foundations, and implementing a clear sales system, the company moved from a reactive mode to a structured organization, ready for growth.
In six months, the agency has solidly repositioned its business model. Simplifying the offering and structuring the sales department have enabled a significant change.
Observed results:
- Profitability increased fivefold, from 8% to 40%
- A clearer offer, simpler to sell and deliver
- Structured sales department with an established and trained team
- A commercial base ready to support future growth without disrupting internal operations.
Impact review: A well-established growth trajectory
The agency is now equipped for stable growth. Thanks to a clear commercial structure and a refocused offering, projections for the next 12 months indicate a marked increase in revenue, practically doubling the size of the client portfolio.
The results to date confirm the potential of the current model. The observed growth is expected to continue, and an update with real-world data will validate the long-term impact of this transformation.