ERGOTOPIA and Cremanski & Company: Unlocking bigger deals with a structured customer journey

The Challenge

When the client engaged Cremanski & Company, they faced familiar growth hurdles:

1. Deal sizes too small: most projects under €10k, limiting scale potential

2. Target customers skewed small: difficult to break into larger accounts

3. Inconsistent process: stages like Cold, New, Warm, Hot, Offer sent lacked clear exit criteria

4. Limited data trust: poor traceability and unreliable reporting in the CRM

5. Enablement gap: new hires ramping on tribal knowledge rather than a shared playbook

Why now: scaling with small deal sizes had reached its limit. Leadership wanted a repeatable way to win deals above €10k, onboard new hires faster, and hold the team accountable to a unified process.

The Solution: a data-driven customer journey & enablement foundation

Cremanski & Company partnered with the client to design a commercial backbone that grows with them:

Customer Journey Design

1. Reframed the positioning from “selling furniture” to “solving workplace outcomes”, combining consulting, design, and wellness to increase deal value.

2. Defined clear entry and exit criteria per sales stage, creating a shared operational language across the team

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CRM Data Model & Stages

1.Reworked the Pipedrive setup for better traceability, forecast accuracy, and data reliability, with mandatory fields, cleaner structures, and uniform stages.

2. Shifted the focus from tracking activity volume to capturing business outcomes: deal economics, decision units, and key milestones.

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Playbook (Sales & Process)

1. Developed a pragmatic sales playbook covering ICPs, value narratives, opportunity methodology, deal hygiene, and handovers.

2. Early feedback noted it as a valuable reference, though initially too theoretical for daily use,  prompting an incremental rollout and direct CRM integration.

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Change Management & Enablement

1. Post-project enablement sessions focused on live deals and templates to ensure adoption and application.

2. Team feedback highlighted that the improved data model and clearly defined sales stages make onboarding and collaboration significantly easier.

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Future-proofing

1. All enablement content (templates, snippets, and checklists) was prepared to live directly within the CRM for just-in-time guidance.

2. The setup ensures that current CRM processes in Pipedrive remain efficient and scalable, with a structure flexible enough to support future system expansion.

The Results

1. ~50% revenue growth following the introduction of new processes and a stronger data foundation, reflecting improved cross-team alignment

2. Higher data trust: cleaner stages and mandatory fields increased forecast reliability.

3. Faster onboarding: shared definitions and one source of truth reduced ramp time.

4. Enablement in motion: short, practical training sessions boosted day-to-day adoption.

5. Team confidence: improved structure and clarity elevated motivation and hiring attractiveness.