The challenge

Trail’s primary focus is multi-site restaurants, pubs & bars. Like many businesses that supply these industries, Trail felt the effects of COVID-19. At the same time, the pandemic made their safety and effciency functions more crucial than ever.

Determined to maintain their sales functions with maximum effciency, Trail approached durhamlane for support. Their aim was to achieve 30% domestic market share, with wider ambitions to grow their presence in other territories and new verticals in the future.

durhamlane specialise in functioning as an extension of our clients’ sales & marketing teams. As such, we worked in tandem with Trail’s in-house sales and marketing people, aligning our front end sales function with their ongoing campaigns in order to qualify leads and set up demos.

As well as qualifying leads generated by Trail’s in-house activity, our team were also able to generate leads through social selling cold outreach tactics. After achieving early success with Trail’s primary audience of small- and medium-sized hospitality and leisure
organisations, the durhamlane team were able to widen the scope and begin targeting enterprise accounts.

The outcome for Trail
average opps per month
sales qualified opportunities
£ average MRR deal value
£ pipeline value
£ monthly recurring revenue
Over fifty resource days, durhamlane generated a high-quality pipeline of 310 sales qualified opportunities, producing £125k monthly recurring revenue in closed-won new business.
“Our partnership with durhamlane has been great from the start. They've been agile and really bought into our brand, messaging and culture. We love that they love Trail, and I know they're not just saying it. They value the product just as much as we do. Signed MRR is now back to pre-covid levels and durhamlane prove a vital part of our optimised, multi-channel approach to sales as we move onwards and upwards.”
Michael Radley
Head of Sales

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