Case Study: Empowering a team through coaching and Process innovation
Client Overview
A mid-sized B2B tech company was facing internal challenges with cross-functional alignment, customer journey continuity, and operational inefficiencies between marketing, sales, and customer success teams. Despite having capable individuals, silos and process gaps were impeding growth and customer satisfaction.
The Challenge
The leadership team recognized the need to evolve their internal workflows and capabilities to better support the end-to-end customer experience. The key issues included:
Lack of a clearly defined and consistent customer journey
Misalignment between marketing, sales, and customer success
Gaps in onboarding workflows leading to customer churn risk
Skills gaps in team members that hindered performance
My Approach
1. Design Thinking Workshop
We began with a collaborative design thinking workshop that brought together representatives from all customer-facing functions. In this session, we mapped the ideal customer journey—focusing on the experience we wanted customers to have from first contact through long-term engagement.
2. Process Mapping and Gap Analysis
We compared the ideal journey to current workflows and pinpointed key disconnects. This included delays in lead handoffs, inconsistent onboarding practices, and unclear ownership across stages of the customer lifecycle.
3. Actionable Workflow Improvements
We co-created new, streamlined workflows to bridge the gaps. Two major outcomes were:
Automated Handover Process: We developed a clearly defined, automated transition from marketing to sales to customer success, including criteria for lead readiness and standardized communication protocols.
Customer Onboarding Workflow: We designed a consistent onboarding experience that included milestones, responsibilities, and follow-ups to ensure customer engagement and satisfaction from day one.
4. Targeted Team Coaching & Training
We then co-delivered tailored coaching and skills training sessions to address specific capability gaps uncovered during the initial assessment. Sessions focused on areas like effective communication, customer-centric mindset, and ownership-driven execution.
The Outcome
Within months, the company experienced tangible improvements:
Faster lead conversion due to smoother marketing-sales coordination
Improved customer satisfaction from a more cohesive onboarding experience
Higher team confidence and accountability, thanks to targeted upskilling
Increased overall efficiency, with less duplication of effort and fewer dropped handoffs
Conclusion
By aligning the team around a shared customer vision, addressing workflow inefficiencies, and investing in people through coaching, we helped the organization achieve greater operational effectiveness and a more empowered, high-performing team.