Really!: from manual campaigns to an automated sales funnel
As growth lead in PwC's Slingshot scale-up accelerator, mapped Really!'s funnel and designed automated marketing flows for cold, warm and hot leads: 30% more sales-qualified leads and 2,000 hours a year saved.
My contribution
Led the growth work as growth lead in PwC’s Slingshot accelerator. Mapped the funnel into cold, warm and hot leads, designed the automated flows and sequences with their channels, triggers, content and timing, and helped the team prioritise sales and marketing effort from the map.
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Situation
Really! runs a platform that makes it simpler to buy and manage real estate services. Its marketing was fully manual. Every campaign took time to run, the cost of each new lead kept rising, and user engagement, campaign reach and impact were falling.
Task
Cut the time and cost of running marketing, and turn more of the leads Really! already had into sales conversations.
Action
Architecture
One journey per lead stage. We mapped the funnel into cold, warm and hot leads, each with its own goal, such as nurturing warm leads and keeping Really! top of mind.
Flows, not campaigns. For every stage we designed automated flows and sequences: which channel, which action triggers the next step, which type of content, and how much time between touches.
Implementation
- Flow visualisation. The whole funnel on one map, so the team could see where effort paid off and agree what to automate first.
- Automated sequences for cold, warm and hot leads, from landing pages and ads through nurture to the sales hand-off.
- Prioritised sales and marketing work based on the map, instead of running every campaign by hand.
Verification
- Sales-qualified leads, campaign execution time and cost were measured in the first quarter after implementation.
Result
- 30% more sales-qualified leads in the first quarter after implementation.
- 2,000 hours saved a year on running campaigns.
- Lower campaign cost, with execution time and spend down significantly.
- Automated marketing flows that keep working without manual effort.
Skills evidenced
- Funnel design across cold, warm and hot leads.
- Marketing automation: channels, triggers, content and timing.
- Prioritisation of sales and marketing effort from a shared funnel map.
- Scale-up coaching inside an accelerator programme.
Portable lessons
- Draw the funnel before automating it. The map decides what is worth automating.
- Design for the stage, not the channel. A warm lead needs a different next step than a cold one.
- Count the hours. Time saved is often the fastest return a scale-up can see.
Want to discuss the decisions behind it?
Over fifteen years of consulting and growth, and hands-on AI delivery from discovery to daily operations. I can share my CV and talk through how I connect business outcomes with systems that run.
Available for a chat. In person in Stavanger, or remotely worldwide.