Case Study
Fixing the Sales Foundation: From Missed Targets to Market Momentum
A leading provider in the industrial equipment rental sector, this company specializes in forklift and heavy equipment rentals primarily serving construction and infrastructure projects. Backed by a private equity firm, they were expected to accelerate growth—both organically and through acquisitions—but growth had stalled due to various structural and strategic sales challenges.
Challenge
- Sales were heavily relationship-based, limiting scalability and increasing ramp-up time for new hires.
- Minimal inbound lead generation and ineffective digital marketing limited pipeline health.
- The company was losing large jobs due to pricing pressure from larger competitors.
- Past attempts to fix the issue—such as hiring new sales managers and dabbling in social media marketing—had failed to deliver results.
- The company underperformed on growth targets for consecutive years, raising concerns for their PE owners
Solution
CLARIFIED IDEAL CUSTOMER PROFILE (ICP)
Focused sales efforts on industries where they had both a competitive and service advantage.
VALUE PROPOSITION DEVELOPMENT
Created clear, differentiated messaging around bundled solutions— equipment plus services and subscriptions.
QUICK WIN TACTICS
Built lead lists and outbound strategies to generate immediate opportunities.
SALES ENABLEMENT
Provided scripting for upselling and cross-selling across business units.
WEB AND MESSAGING OPTIMIZATION
Aligned digital presence with new ICP and strategic focus areas.
SUPPORT FOR M&A GROWTH
Developed messaging that enabled co-selling across acquisitions, aligning with the broader PE platform strategy
Before & After Impact Assessment
| Metric | Before Craig Group | After Craig Group | Change |
|---|---|---|---|
| Qualified Leads per Month | 30 | 120 | ↑ 300% |
| Win Rate for New Business | 10% | 65% | ↑ 6x |
| Average Job Profitability | 25% | 43% | ↑ 72% |
| Monthly Recurring Revenue | $9.8M | $11.2M | ↑ 14.3% |
Are You Ready To Grow Your Revenue And Your Expectations?
Change takes initiative. Let’s get the ball rolling by reaching out and telling us about yourself, your challenges and your goals.
Final Takeaway
Craig Group transformed this equipment rental provider’s approach to sales—replacing reactive, relationship-based selling with a repeatable and scalable go-to-market strategy. By focusing on profitable verticals, aligning teams under a unified message, and enabling cross-unit selling, the company not only met but exceeded PE growth expectations.