Case Study
Marketing Agency
Transforming a marketing agency by structuring its sales department
A Quebec-based marketing agency renowned for its creativity and customer loyalty. The company delivered quality projects but struggled to grow profitably. Its model relied on a broad range of services tailored to each project, which complicated operations and reduced margins.
Like many growing agencies, it faced a fundamental challenge: despite good positioning, its net profit rate was capped at 8%, and no sales structure had yet been put in place.
Structuring sales to build sustainable growth
Over a period of six months, DETA worked with the agency to lay the foundations for its future growth. The first priority: creating a bespoke sales department, true to its identity. Next: reorganizing the offering, strengthening its positioning, and training the team.
1. Creation of the sales department
The initial priority of the mandate was to build a commercial structure aligned with the agency's culture and objectives.
A problem quickly emerged: with a net profitability of only 8%, it was impossible to integrate a salesperson without harming the financial balance.
This reality has refocused our work on business foundations before any hiring.
Here's what we've put in place:
- Complete creation of the sales department
- Structured sales plan, adapted to the market and services
- Sales cycle mapping to streamline processes
- Structuring existing CRM according to sales stages
- Monitoring tools and performance indicators for management
2. Realignment of supply and strategy
Once the commercial base was solidified, we supported the agency in a strategic refocusing of its offering and its communication.
Here's what we've put in place:
- Clarification of the agency's positioning
- Review of the brand image as part of a controlled rebranding
- Reduction of supply by withdrawing unprofitable services to refocus on the area of expertise
- Defining a customer persona aligned with growth objectives
3. Recruitment and training of the sales team
To sustainably support the new structure, we helped build a competent sales team, well integrated into the agency's business model.
Here's what we've put in place:
- Selection of commercial profiles adapted to the agency context
- Structuring the integration with clear objectives and a precise roadmap
- Comprehensive training for new salespeople on tools, pitch and process
The results: An agency in control of its profitability
The transformation wasn't instantaneous, but it was profound and lasting. By clarifying roles, refocusing strategic foundations, and implementing a clear sales system, the company moved from a reactive mode to a structured organization ready for growth.
In six months, the agency has significantly repositioned its business model. Simplifying its offering and structuring its sales department have enabled significant change.
Results observed:
- Profitability increased fivefold, from 8% to 40%
- Clarified offer, easier to sell and deliver
- Structured sales department with an established and trained team
- Commercial base ready to support future growth without internal disruption
Impact Review: A Growth Path Well in Place
The agency is now equipped for stable growth. Thanks to a clear business structure and a refocused offering, projections for the next 12 months indicate a significant increase in revenue, practically doubling the size of the client portfolio.
The results to date confirm the potential of the existing model. The observed growth is expected to continue, and an update with real-world data will validate the long-term impact of this transformation.
