Lifeplus: +15 points of conversion and a 16% no-show rate through Sales Ops

Lifeplus, which sells an assistance solution for seniors to care facilities, gained 14 points of conversion between SQL and opportunity and 15 points between opportunity and customer, while bringing its no-show rate down to 16%, against 50% historically. The SQL conversion rate of its outbound campaigns has risen continuously for three years. These results come from a setup deployed by Growth Room since October 2023, combining outbound prospecting, nurturing, a rebuild of the sales process and a clean-up of the HubSpot CRM.

About Lifeplus

Lifeplus offers an assistance solution designed for elderly people. The business is B2B: its counterparts are the facilities that host these residents, nursing homes and senior living residences. Every purchase involves a facility management team or a group, with several people to convince and a decision that stretches over time.

What defines this market is its size. The number of facilities is known and limited: loose targeting cannot be made up for with volume. Every account contacted matters, and an account handled badly is not replaceable by ten others.

The starting point

Lifeplus first wanted to structure its sales process. Sales stages, qualification criteria and CRM tracking were not stabilised. Under those conditions it is hard to read what actually happens between a first contact and a signature, and therefore hard to know where to act.

The second objective was to build a predictable lead engine on a finite prospect market. Predictable here means a flow of meetings and opportunities that can be anticipated, fed by an account base that does not grow.

Outbound: generating SQLs from a limited account base

We built the outbound campaigns around that constraint: the account base does not renew itself. Targeting therefore covers the whole addressable market, and the stake shifts from the number of messages sent to the quality of each approach.

Campaigns are steered on SQLs, not on raw meetings. A contact only reaches the sales team once the need and the decision maker are qualified. That criterion has held over time: the SQL conversion rate of the outbound campaigns has been rising continuously for three years.

Nurturing: holding the relationship over a long cycle

On a finite market, an account that says no today remains an account to work. We put nurturing sequences in place to maintain the relationship with accounts that are not ready, rather than dropping them from the database after a refusal.

That work feeds outbound directly. Reactivated accounts come back into the qualification flow when their situation has changed, without starting again from a cold contact and without consuming the available prospect pool a second time.

Sales Ops: rebuilding the process and the CRM

Deduplicating and cleaning the database

The CRM database was first deduplicated and cleaned. On a market where the number of accounts is limited, duplicates distort everything: they inflate coverage artificially, cause several people to contact the same facility, and make conversion rates unreadable.

Rebuilding the sales process

We redefined the sales stages and the criteria for moving from one to the next: what makes an SQL become an opportunity, what makes an opportunity become a customer. The same rules apply across the team, which makes month-to-month comparison possible.

Meeting handling was reworked in the same move: confirmation, follow-up, rescheduling. The no-show rate went from 50% to 16%, which directly changes the number of opportunities opened for the same volume of prospecting.

Rebuilding the reporting

HubSpot reporting was rebuilt on those stages. Each conversion step is tracked separately, which makes it possible to see where deals are lost instead of only observing overall performance. The two measured gains sit on the most critical steps: 14 points between SQL and opportunity, 15 points between opportunity and customer.

Results

• +14 points of conversion between SQL and opportunity since the start of the engagement.
• +15 points of conversion between opportunity and customer over the same period.
• 16% no-show rate on sales meetings, against 50% historically.
• SQL conversion rate of outbound campaigns rising continuously for three years, since the setup launched in October 2023.

The engagement has been running since October 2023. The approach has not changed: a clean CRM database, sales stages defined the same way for everyone, and campaigns judged on the opportunities they produce rather than on the number of contacts generated.

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