Optimising the sales and operations structure of a digital company: the Genei case

The challenge

Genei, a fast-growing digital company, was at a turning point: it needed a structure that could keep up with a growing number of opportunities and tasks and let it scale in an orderly, sustainable way. Growth meant optimising internal processes, but also bringing in new clients with a clearly defined target to drive its expansion strategically.

Genei turned to Xternus to strengthen its sales model, adding processes, tools and metrics that would give better visibility of performance and improve both sales and operations management. The goal: support its growth efficiently, in an orderly way and with a focus on results.

Starting point

The Xternus analysis identified several areas for improvement to support growth more efficiently:

• Sales and operations processes that could be further standardised and defined.
• Manual tasks and workflows that could be integrated.
• The need to handle a growing volume of tasks without adding operational complexity.
• An opportunity to automate processes.
• Room for clearer indicators to track performance and support decisions.

The operation was mostly reactive, with room to gain visibility, control and planning capacity.

The Xternus solution

Xternus took an end-to-end approach that combined operational optimisation, technology support and strategic guidance. The work included:

• Reviewing and standardising sales and operations processes.
• Rolling out management tools to improve tracking and traceability of sales activity.
• Automating key tasks to reduce manual work and improve efficiency.
• Defining and structuring the sales strategy.
• Designing a system of metrics, tracking and regular reporting.
• Ongoing support to help the team adopt the model and evolve it over time.

The aim was not only short-term improvement but a solid foundation to sustain and scale growth in an orderly way.

Results

Working together, Xternus and Genei built a more organised, efficient and data-driven sales operation. In six months they achieved:

• More than 5,400 sales actions.
• More than 1,460 effective contacts with prospects.
• An average contact rate of close to 27%.
• Uninterrupted operations for more than 20 consecutive weeks.

This level of activity strengthened the sales process, improved opportunity tracking and prospect management, and gave better visibility for decision-making.

There was also significant progress in:

• Internal organisation and efficiency.
• Use of time and resources.
• Customer experience and new client acquisition.
• A foundation ready to support sustained growth.

Conclusion

This case shows why growth needs a solid sales and operations structure aligned with business goals. Xternus and Genei strengthened and evolved the model, adding visibility, organisation and the capacity to scale. The result is a more efficient, data-driven operation, ready to sustain growth with more control and consistency over time.