Graber Manufacturing, located in Waunakee, WI, is an original equipment manufacturer of steel fabricated commercial furnishings under the brand names Madrax and Thomas Steele. Madrax offers a large variety of bicycle parking solutions such as bicycle racks, bicycle lockers, and bike storage solutions. Thomas Steele product offerings include benches, tables, chairs, litter receptacles, planters, ash urns, and customized site furnishing products. More information can be found at www.madrax.com and www.thomas-steele.com.
The partnership with Graber Manufacturing demonstrates Craft Impact’s full range of services and expertise. Brought on initially as a consultant for marketing and sales strategy, Craft Impact’s team has evolved with the needs of the business - expanding to an overall organizational consultant role and helping Graber build and scale their commerce (marketing and sales) team to achieve ambitious +235% revenue goals.
PHASES OF THE PARTNERSHIP:
"We were growing and we knew we needed help. The Craft team became integral to our organization helping us identify areas of opportunity and challenging us to grow smarter. Now we’re hitting records and have plans in place to continue to achieve the growth we desire. You guys are seriously the best!"
-Tracy Graber, Co-Owner & Business Development Manager
With sales down in 2019 and looking to achieve forecasted revenue goals in 2020, Graber leadership was looking for a way to create more cohesion and drive bigger results from their marketing and sales efforts. Top line revenue plateaued for a couple of years, and Graber was looking for a breakthrough. They recognized a few key challenges needed to be addressed in order to grow the business in an industry with larger competitors:
THE CRAFT IMPACT SOLUTION
Automated sales sequence to follow up from quotes in the direct/private pipeline, with multiple steps & tasks for the sales representative.
Pipeline A: (50% reply rate).
Pipeline B: (67.1% reply rate).
Analytics from automated sales sequences sent in 2022 to nurture contacts into opportunities.
"We've been working with Craft Impact now for over two years and we cannot say enough positive things about their work and their team. Our sales team is responsive to what Craft Impact has to say and has really benefited from their insights and direction. They’ve also helped us understand the full benefits HubSpot has to offer. Their team is great to work with, too!"
-Hilary Graber, Co-Owner & Sales & Accounting Manager
Now on target for 2022 orders, Graber needed a plan to effectively evolve and scale the business, particularly with marketing, sales and customer service, to reflect its current and future growth. Areas of need include:
THE CRAFT IMPACT SOLUTION
Graber Manufacturing’s partnership with Craft Impact shifted gears in the fall of 2021, emphasizing organizational change and growth in addition to concrete marketing and sales enablement strategies. Working with Graber leadership, Craft helped establish a new organizational chart for commerce, built out new roles and comprehensive job descriptions, crafted a 5 year forecast for revenue weighted by pipeline, and empowered leaders to present and implement change communication plans. Craft Impact optimized the Hubspot platform to reflect new Graber goals and employee KPIs, creating dashboards for employees and managers to dynamically track their progress.
With a team of marketing, sales, and communication strategists and copywriters, Craft Impact has been able to support Graber’s organizational scalability and growth efforts, through various deliverables:
5 year fiscal goals, organized by pipeline percentages.
Goals for each year, broken down by quarter, conversion rate, days to close and close date.
Org chart developed for Graber's future.
Commerce leadership success metrics and responsibilities.
Slide from a presentation developed for Graber leadership to present upcoming changes.
Sales coaching resource example developed for Graber sales team.
HubSpot KPI Dashboard for a Graber Sales Rep.
HubSpot KPI Dashboard for Sales Manager.
With a clear 5-year vision and goals, an organizational structure and job descriptions to achieve that vision, and a unified commerce strategy to share the value of Madrax and Thomas Steele products with our ideal prospects, Graber Manufacturing is well-positioned to scale and grow to achieve their ambitious goals.