Overview
Project Sales Pipeline Overhaul and CRM Optimization
Client Restaurant SaaS Developer
Results at a Glance
– 57 new qualified opportunities entered the pipeline during the first 60 days after relaunch.
– New pipeline deals increased 40% compared with the same period one year earlier.
– 60-day result window following a streamlined acquisition funnel, clearer trial path, and simplified CRM workflows.
Test signups, bots, and mistaken employee signups were excluded from the results.
Summary of Client and Challenge They Faced
A restaurant and hotel SaaS developer was stuck in the middle of a rebrand and a major platform upgrade. They needed a steadier flow of new business to support both initiatives.
The sales pipeline had stalled. Cold calling hadn’t worked. The CRM held more than 100,000 contacts, many of them years old, and overlapping workflows were sending duplicate, inconsistently branded emails to new users. Prospects who wanted to see the product had to fill out a form before they could watch the interactive demo, and six different demo, trial and meeting pages competed for their attention.
Interested buyers were getting lost before they ever reached a trial.
Our Approach to the Solution
Upward Arrow audited the full acquisition path, from the first website visit through trial signup, the onboarding emails that followed, and the CRM records behind them.
The central change was removing friction at the top of the funnel. The interactive demos came out from behind the form and moved to a new Take a Tour page that anyone could explore. The free trial became the primary call to action across the site, with a shorter signup form, and the overlapping demo and booking pages were consolidated. To protect existing traffic and search rankings, the new pages were built alongside the old ones and swapped in only after the team approved them.
Behind the scenes, the CRM workflows were mapped, labeled and cleaned up. Duplicate onboarding sequences were retired, welcome emails were rewritten to lead with one clear next step, and branding was made consistent across emails sent by both the CRM and the platform itself, easing existing customers through the rebrand.
Client Results and Benefits
In the 60 days after the relaunch, the company logged 57 new pipeline deals, up 40% from the same period a year earlier and more than double the slower holiday period before launch. These figures exclude test signups, bots and employees who signed up by mistake, so they reflect real prospects.
The cleaner funnel also gave the sales team a clearer view of where trials came from and where they stalled, setting up the next phase of work on lead quality and follow-up.