Results
Results, with the numbers they started from.
Percentages without baselines are marketing. Here’s what actually happened.
Case Study 01 · Luxury Travel & Membership
$20M+ in new-member sales.
The situation
A high-growth company scaling a luxury membership model. As the company grew, the sales organization had to scale with it: stronger leadership, consistent coaching and accountability, effective territory and pipeline management, and programs that could keep generating new opportunities.
What she did
Built and led a multi-layer sales organization of up to 40 professionals with four direct sales leaders. Established the management and coaching rhythms behind consistent performance, developed leaders and individual contributors, redesigned territories and sales processes, and implemented training programs across the organization. Created and expanded new sales channels, including referral and ambassador programs, virtual events, Lunch & Learns, and member-driven initiatives, while also helping launch a strategic luxury partnership with Saks Fifth Avenue.
The result
More than $20 million in new-member sales annually at 100 to 114% of annual revenue quota, with repeatable channels for lead generation, referrals, and seller development that sustained performance year after year.
$20M+
Annual new-member sales
100–114%
Of quota, year over year
40
Sellers, 4 direct leaders
“Heather has been an invaluable partner, helping us challenge our pricing, create new revenue products, sharpen our sales strategy, build the right team around it, and create a culture that is constantly asking where the next dollar of recurring revenue can come from.”
Operating Partner · Coworking, Private Offices & Event Space
Case Study 02 · Coworking, Private Offices & Event Space
Revenue per member up 30%, year over year.
The situation
A leadership transition left no one focused on membership sales. Sales weren’t being consistently tracked, the membership offering had become overly complex, the checkout process was confusing, and there was no consistent sales process or pipeline management.
What she did
Evaluated the existing team before adding headcount and found an employee with strong sales capabilities who could expand her role to membership and private office sales, eliminating a planned hire. Built the infrastructure around the role: a new compensation plan, weekly pipeline reviews, targeted coaching and training, and consistent tracking through HubSpot. Brought in revenue operations support for dashboards, reporting, SEO, and lead generation. Audited and simplified the membership portfolio, removed the six-month contract option, and executed strategic price increases while staying competitive. Added quarterly sales incentives and grassroots community outreach. Over the following year, helped recruit, hire, and train a Director of Sales and introduced the performance marketing partner behind the company’s revamped digital presence and conversion strategy.
The result
Over the past 12 months: cash generation up 23% year over year, revenue per member up 30%, and average premium member revenue up 44%, with new recurring revenue products built from underutilized space.
+30%
Revenue per member, year over year
+44%
Average premium member revenue
+23%
Cash generation, year over year
“Heather stepped into an environment with limited structure, underutilized tools, and inconsistent processes, and within months completely elevated the performance of the team.”
Former sales team member
Case Study 03 · Hospitality, Membership & Lifestyle Brand
From limited structure to a team running on process.
The situation
The sales organization had limited structure, underutilized technology, and inconsistent processes. CRM capabilities were going unused, sales tracking lacked visibility, and the team needed consistency around lead follow-up, pipeline management, and development.
What she did
Built HubSpot dashboards for data-driven tracking, developed a comprehensive sales playbook, created SOPs to standardize process across the team, and established disciplined pipeline management. Designed and implemented a lead-nurture email campaign and follow-up strategy to convert existing opportunities. Coached one-on-one, reviewed sales calls and transcripts, and worked each seller’s strengths and gaps individually.
The result
Within months the team ran on standardized process, real pipeline visibility, consistent follow-up, and a structured coaching cadence. The nurture and follow-up strategy generated an immediate lift in sales that continued producing results after her direct involvement ended.
Case Study 04 · Luxury Residential Real Estate & Custom Homebuilding
Bridged the leadership gap, then hired her own replacement.
The situation
An established luxury homebuilder was operating without a permanent Vice President of Sales and needed experienced senior leadership through the transition, with clear opportunities to strengthen sales management, visibility, and accountability along the way.
What she did
Stepped in as fractional sales leadership, partnering with the Director of Sales to evaluate the organization from lead generation through close. Strengthened HubSpot utilization and lead management, set clearer pipeline and database re-engagement expectations, and redesigned the sales meeting cadence around accountability, training, and active opportunities. Clarified roles so sales professionals could spend more time selling, evaluated compensation and handoff practices, recommended broader access to available inventory, and introduced structured coaching for both sellers and leaders.
The result
Bridged the company’s senior sales leadership gap until a permanent SVP of Sales was hired. Participated in that hiring process, onboarded the new leader, and brought the engagement to a natural close by design.
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