Transforming Sales & Operational Efficiency at Midtown Athletic Club

The Challenge

Simplifying Overcomplicated Sales Pipelines

When Midtown Athletic Clubs engaged with us, their sales operations faced significant challenges. Their sales pipeline was cluttered with unnecessary stages that not only complicated their sales process but also produced inaccurate conversion rate reports.

For example, their legacy pipeline included stages like “Attempted to Contact,” “No Show,” and “Be Back Opportunity,” which were not true pipeline stages but activity indicators. This misalignment led to non-linear progression and inconsistent deal probabilities, making their sales funnel difficult to interpret and impeding their team's ability to act effectively.

Additionally, their reporting capabilities were limited, particularly when comparing deal performance across their eight club locations. Each club had unique deal volumes and conversion rates, but their existing system lacked the ability to provide a centralized view for comparative analysis.

The Solution

A Streamlined, Data-Driven Sales and Operations Approach

1. Revamping the Sales Pipeline

We designed a fresh, streamlined sales pipeline tailored to reflect Midtown’s buyer journey, reducing their stages to five:

• Check Price: Automatically triggered when prospects submit a pricing form for a specific club location.
• Scheduled Tour: Activated once a prospect books a tour.
• Showed Tour: Updated when the prospect attends the tour.
• Sold: Finalized when a membership is purchased.
• Closed Lost: Automatically or manually updated when deals are stalled or disqualified.

This clean, linear pipeline dramatically improved the team’s ability to track conversion rates and move deals efficiently.

2. Custom Deal Tags for Activity Tracking

To address activities previously housed within pipeline stages, we implemented custom deal tags and properties:

• Tags for Activity Indicators: Examples include "Attempting to Contact," "Connected," "No Show," "Cancelled Tour," and "Reheated."
• Reheated Deals: This unique tag identifies prospects who were previously marked as "Closed Lost" but re-engaged due to new behaviors, such as resubmitting a form or clicking marketing emails. This ensures their sales team can prioritize re-engaged prospects effectively.

3. Advanced Reporting with Operations Hub Enterprise

Using HubSpot's Datasets, we created advanced custom reports:

• Club-Level Conversion Insights: A single report comparing conversion rates and deal volumes across all eight club locations.
• Task Performance Metrics: We incorporated task creation and completion data to evaluate sales productivity and identify areas needing improvement.
• Binary Calculations for Deeper Insights: Custom formulas allowed us to track and compare detailed metrics, such as stage-to-stage conversion rates and task completion percentages.

Results: Unlocking Sales Visibility & Productivity

The enhancements were transformative.

• Simplified Pipeline Management: The new sales pipeline eliminated ambiguity, allowing the sales team to focus on active deals and improve their workflows.

• Accurate Conversion Metrics: Midtown can now trust their conversion rate reports, enabling better forecasting and decision-making.

• Centralized Performance Analytics: A single comparative report for all eight clubs provided actionable insights into club-level performance, highlighting top performers and areas needing attention.

• Increased Efficiency: By moving irrelevant activity indicators to deal tags, the sales team saved time and focused efforts on high-value prospects.

Impact: Driving Revenue Growth & Operational Clarity

Direct impact on Midtown Athletic Club's bottom line.

• Improved Sales Velocity: The streamlined pipeline enabled faster deal movement, critical in an industry with short sales cycles.
• Enhanced Advisor Performance: Deal tags provided advisors with quick visual cues, improving their ability to respond to prospect behaviors.

• Optimized Club Operations: Club managers gained visibility into performance metrics, empowering them to allocate resources and improve underperforming areas.