S – Situation

MHL, a lean team poised for growth, lacked a systematic CRM approach. Although a basic HubSpot installation existed, it was largely unused, leaving the company without a framework to manage or steer sales efforts effectively. André Ketzel, a seasoned sales leader with a deep understanding of CRM systems (primarily Salesforce), was brought in to support MHL. Despite his knowledge, André recognized the need for expert guidance tailored to smaller, agile teams and tools like HubSpot.

“There was a CRM without there being a CRM…they wanted to have some kind of well-dosed growth that they could steer.” – André Ketzel

P – Pain

The main challenges faced by MHL included:

• Lack of CRM structure and strategy: No standardized process or data model in place.
• Low user engagement: Client-facing staff were unaware of their implicit sales roles.
• Unscalable growth tactics: Risk of chaotic expansion without control mechanisms.
  

I – Impact

By engaging with SalesPlaybook, MHL gained a structured, expert-led approach to CRM implementation:

• Strategic partnership: André appreciated working with a partner that understood the need for scalable, flexible systems.
• Professional delivery: SalesPlaybook’s methodology and communication style stood out, providing clear processes and accountability.
• Effective enablement: The team demonstrated excellence not just in knowledge but also in managing expectations and timelines.

“It was always highly professional, and it never felt like you guys wouldn't know what to do... a great mixture to really gain progress.” – André Ketzel

C – Critical Events

• Initial CRM Audit: SalesPlaybook quickly assessed the state of the existing CRM and identified key gaps.
• Customized Property Setup: Through templated yet individualized frameworks, the CRM was aligned with MHL’s needs.
• Guided Collaboration: Regular check-ins ensured progress, with a balance of flexibility and firm guidance.

“My partner in crime, Eric, was sometimes quite unforgiving with me being late... he very calmly and friendly re-explained the importance.” – André Ketzel

E – Explicit Impact

• Mindset Shift: MHL's team began recognizing the importance of structured sales processes.
• Better CRM Usage: From virtually no use to a well-defined CRM system with appropriate properties and tracking.
• Sustained Collaboration: The relationship built a foundation for future cooperation.

“You guys speak my language… I felt that there’s a really, really good plan in existence and also that you guys already did it quite often, quite well.” – André Ketzel

D – Decision

MHL’s decision to work with SalesPlaybook was driven by:

• Proven expertise in CRM (especially for lean teams)
• Strategic methodology and clear frameworks
• Human-centered, reliable collaboration