Trail case study: £125k monthly recurring revenue from front-end sales
durhamlane’s front-end sales team qualified 310 sales opportunities for Trail, a tech startup with a hospitality checklist app, converting into £125,000 in monthly recurring revenue in closed-won new business. Working as an extension of Trail’s in-house team through the toughest period hospitality has ever faced, we helped take signed MRR back to pre-COVID levels.
Trail is a scaling tech startup whose hospitality checklist app is used by thousands of businesses every day for food hygiene, COVID checks and operations, streamlining the working day for safer businesses and more productive teams.
INDUSTRY
Technology & SaaS
TIME
22 months
BUSINESS SIZE
Start-up
Trail’s primary focus is multi-site restaurants, pubs and bars. Like many businesses supplying those industries, Trail felt the effects of COVID-19, at exactly the moment the pandemic made their safety and efficiency features more crucial than ever.
Determined to keep their sales function running at maximum efficiency, Trail approached durhamlane for support. The goal was 30% domestic market share, with wider ambitions to grow into new territories and verticals.
Front-end sales covers the top of the sales process, including prospecting, qualifying and booking demos, so the closing team only spends time with sales-ready buyers. For a SaaS startup, it’s the difference between a full demo calendar and account executives doing their own cold outreach.
We worked in tandem with Trail’s in-house sales and marketing teams, aligning our front-end function with their ongoing campaigns to qualify inbound leads and set up demos. Our SDR specialists also generated their own leads through social selling and cold outreach, targeting mid-market quick-service restaurant groups with four or more sites and their Operations Directors.
After early success with Trail’s core audience of small and medium hospitality businesses, we widened the scope to target enterprise accounts.
“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 , Trail
The outcome: £125k MRR and a demo engine
22
months
14
average opps per month
310
sales-qualified opportunities
£1,500
average MRR deal value
£625,000
pipeline value
£125,000
recurring monthly revenue
Over 22 months, durhamlane generated a high-quality pipeline of 310 sales-qualified opportunities for Trail, producing £125,000 in monthly recurring revenue from closed-won new business for a startup that entered the pandemic watching its core market close its doors.
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