Conversion & GTM Operations
Making a complex B2B order dramatically easier to complete
Customers placed orders through 15–30 minute phone calls. Approximately 30% required a callback because products were unavailable. The process constrained conversion, created errors and consumed sales capacity.
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Commercial kitchen or restaurant supply delivery
Suggested ratio 16:9 — replace this block with <img src="..." alt="...">
The initial constraint
The ordering process itself was the primary constraint on both conversion and sales capacity, not a lack of demand.
Why the obvious explanation was incomplete
Treating this as a sales-training problem would have missed that the process structurally required long calls and repeated callbacks regardless of rep skill.
smart42 system layers involved
OfferMotionSystem
Strategic decisions
- — Reposition the company from product supplier to kitchen operations partner
- — Redesign the ordering journey around speed and availability certainty
- — Move sales capacity from order-taking to account expansion
What was redesigned and implemented
Redesigned
- — The company's positioning and commercial narrative
- — The end-to-end ordering journey
- — How sales time was allocated across accounts
Implemented
- — Automated voice and WhatsApp ordering
- — Real-time availability and substitute-option logic
- — Quotes generated in under two minutes
- — One-click order confirmation
How work changed
- — Customers could complete an order in minutes instead of a 15–30 minute call
- — Sales staff shifted from repetitive order-taking to account growth conversations
Results in this engagement
Order time
15–30 min → 2–3 min
Order errors
−78%
Call-to-order conversion
+43%
Average order value
+31%
Sales expansion capacity
+60%
Results are specific to this engagement and are not a guarantee of future outcomes.