Launching Sales Division in 120 Days
A leading reverse mortgage lender sought to expand beyond its existing, successful sales channel into a new market. To execute this vision, they engaged Illumination Labs to design, build, and launch a scalable sales division—fast. After conducting a comprehensive discovery and gap analysis, we developed an ambitious, execution-ready strategy. The challenge was clear: build a high-performing, cost-efficient sales operation within 120 days, leveraging existing technology wherever possible. Despite the complexity, Illumination Labs delivered—on time, on target, and on budget.
Analytics & Technology, BI/Reporting, Sales Ops, MarTech Implementation
Hubspot, DNC.com, Experian, Aloware, Azure, Power BI
Project Overview
Illumination Labs achieved success by focusing on four critical areas:
- Seamless Collaboration & Rapid Decision-Making – Establishing a strong partnership with the client was essential, particularly with key decision-makers. With a tight timeline, there was no room for delays. Clear communication, trust, and swift decision-making ensured constant momentum.
- Technology Expertise & Gap Resolution – Our deep understanding of the client’s existing technology stack allowed us to quickly identify and resolve gaps while proactively preventing future issues. This efficiency streamlined implementation and reduced disruptions.
- Relentless Execution & Deadline Discipline – Meeting the aggressive timeline required unwavering commitment. Through grit, adaptability, and focused execution, the Illumination Labs team delivered a fully operational sales division on schedule.
- Phased Approach - The team knew we had to break the project up into clear phases with deliverability tied to those phases. The team established a clear vision for a long term plan of attack that allowed the client to understand that functionality would be built with this phased approach in mind.
Execution
Executing at this pace required precision, agility, and unwavering focus. Illumination Labs operated with a disciplined project management approach, ensuring alignment across stakeholders, technology, and processes. By breaking the project into milestone-driven sprints, we maintained momentum while proactively addressing challenges. Our hands-on leadership, deep industry expertise, and commitment to excellence enabled us to adapt quickly, make informed decisions, and drive execution without delays. The result was a fully operational sales division—delivered on time, with zero compromises on quality or scalability.
Results
Here's what the President of the Lender had to say: "Working with John and his team has been a rewarding experience. Illumination is a collaborative, experienced and thoughtful partner who has helped us meet all of our needs, on time and on budget."
Illumination Labs successfully delivered the project on time, on target, and on budget, establishing a scalable sales division that met all client objectives. Our work included:
- Custom CRM Implementation – Built a scalable HubSpot CRM environment tailored to the sales team's needs, ensuring long-term growth and flexibility.
- Seamless Integrations – Integrated with key vendors to enhance compliance, efficiency, and automation, reducing manual workload and streamlining operations.
- Multi-Channel Marketing Launch – Collaborated with the marketing team to launch multiple sales channels on day one, maximizing early impact.
- Operational Excellence – Delivered a fully functional, cost-effective solution within the aggressive timeline, ensuring a smooth go-live.
With a strategic approach and disciplined execution, Illumination Labs turned a complex challenge into a success story—delivering a future-proof sales division built for scale.
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