Turning Innovation into Growth: Building a Scalable Sales Engine

Challenge

A new technology start up in the mining sector had developed proprietary software for condition monitoring and predictive maintenance using advanced oil sample analysis and telematics from mobile mining equipment. Backed by experienced engineering partners and a global investor, the product had strong technical foundations but was struggling to gain commercial traction. The mining industry is conservative and relationship driven. Often new vendors face resistance, slow sales cycles and a high bar to prove value. With no market profile, no structured sales process and no existing pipeline, the business needed a strategic go-to-market plan and credible engagement with senior decision-makers in mining operations and maintenance.

Solution

The business brought in a senior business development lead to create and execute its commercial strategy from the ground up. The first step was crafting a clear and relevant value proposition that aligned the technical strengths of the product with measurable outcomes for mining customers, particularly improved equipment availability and reduced unplanned downtime.

A structured go-to-market plan was implemented, targeting both direct clients and channel partners. Marketing was activated through a webinar series on predictive maintenance, LinkedIn campaigns and thought leadership content. A full CRM platform (HubSpot) was introduced, covering marketing automation, sales tracking and website CMS, enabling more professional and scalable outreach. High-value prospects were prioritised, including tier-one miners and large contractors and alliance conversations were opened with global equipment service providers. Messaging was tailored for operations, maintenance and procurement audiences to increase relevance and cut through.

Outcomes

Within six months, the business moved from zero commercial momentum to a strong position in the market. Thirty active opportunities were generated, representing a pipeline of $200,000 per month in potential recurring revenue. One major miner was secured as a customer, creating proof of value and a foothold in an important export market. Conversations progressed with top-tier mining companies. The company’s visibility and credibility in the mining sector increased significantly through targeted campaigns and direct outreach. The sales process was no longer ad hoc, it was structured, data-driven and integrated into a modern CRM workflow.

Return on Investment

From a standing start, the company built a recurring revenue pipeline that had the potential to deliver over $2.4 million annually. The CRM system and disciplined BD process enabled repeatable, scalable sales activity. The first major deal alone returned the entire marketing and business development investment several times over. With ongoing engagement from key prospects and clearer market positioning, the business was well-placed to convert further growth.

If you’re ready to turn technical potential into commercial results, Stoke Consulting can help you build the strategy, systems and leadership needed to scale. Get in touch to develop your go to market strategy.