$17 million to nearly $100 million. Then acquired.
A regional window and door company was spending $160,000 a month on advertising with no way to tell what it returned. Over eighteen years working with the company's team, revenue grew nearly six times, and in December 2022 the company was acquired by one of the largest window and door manufacturers in the country. The relationship continues today.
In 2008 the company was doing $17 million a year and spending $160,000 a month on advertising, with no tracking behind it. No one could say which campaigns produced calls, which calls became appointments, or which appointments became sales. Leads came in through a call center; some were followed up, some were not. The business was growing on reputation, which is a real asset, but not one you can measure or steer.
Once we looked at the whole path from ad to sale, the pattern was clear: every part of the business was working, and none of the parts could see each other. Advertising, the call center, field sales and follow-up each ran on their own. The opportunity wasn't to spend more. It was to connect what was already there: a measurement layer, routing logic and follow-up systems, and then let the data show where the leverage was.
With the company's team, I created the tracking, the call center software and the CRM the business now runs on, and the revenue architecture around them. The first thing we created was not a campaign. It was the measurement system.
Attribution and tracking
Call tracking with source attribution, campaign-level ROI and lead-to-sale visibility. For the first time, the company could see which ads produced which calls, and what every marketing dollar returned.
Call center and CRM
Software designed for this business rather than configured from a generic package: inbound routing, outbound follow-up by phone and mail, appointment scheduling, and closed-loop reporting back to the original lead source.
Direct mail follow-up
Personalized mail triggered by where each prospect stood in the pipeline. A no-show got one piece; a “thinking it over” got another. Scheduling, printing and mailing were automated and tied to the same attribution.
Optimization on evidence
With measurement in place, we could see exactly where leads leaked and what each stage cost. Ad spend fell from $160,000 to $60,000 a month while leads rose 160%, conversion improved 20% and average deal size grew $7,000.
Companies don't keep an outside advisor for eighteen years unless the relationship keeps paying for itself. Every year the systems got smarter and the data got richer, and the advantage became harder for competitors to copy because it was structural, not tactical. That kind of compounding only happens when someone stays.
Is something similar holding you back?
If there's a fit, the next step is a 90-minute diagnostic conversation at no charge. Eighteen years of this work is what the advisory retainer looks like in practice.