How Drip Agency grew 150% YoY (200k/m -> 450k/m) While 3x-ing Their Close Rate in 12 Months

‍

‍

ABOUT

‍

Drip Agency is Germany's leading AB testing and conversion optimization agency for large-scale e-commerce brands. Their client roster includes household names like HelloFresh and Holy Energy. They work exclusively with shops generating €500K+ monthly revenue, translating to roughly 1,000-2,000 potential clients in all of Germany.

‍

Despite exceptional service delivery and strong founder brands on LinkedIn, DRIP’s growth hat stagnated. They couldn't predictably convert brand awareness into qualified pipeline. Their sales process was leaving money on the table with premium prospects at €8-20K monthly retainers, they were completely dependent on the Founder selling, and they had no reliable lead source beyond unpredictable inbound.

‍

‍

TRANSFORMATION

‍

‍

‍

‍

THE SITUATION

‍

At €200K monthly revenue with 60 employees, Drip had hit a dangerous ceiling. Founder Fabian was trapped in execution hell, spending 4+ hours daily on sales calls with almost zero outcome. He was speaking with too many unqualified prospects, selling low-ROI entry offers to non-ICP clients just to hit numbers, and had no way to distinguish good opportunities from tire-kickers until deep into conversations.

‍

The infrastructure needed work. No CRM setup beyond Pipedrive as a deal graveyard. No sales hygiene or pipeline management. No foundational positioning clarity or qualification mechanisms. No documented process or scripts. Despite strong LinkedIn presence generating consistent inbound, they had no system to filter leads or leverage that audience into qualified pipeline. One or two relevant meetings trickled in monthly while Fabian burned hours on prospects who would never convert at premium pricing.

‍

His close rate sat at 10% on deals that should have been layups. He had no visibility into why some prospects bought while others ghosted after being "totally hyped." They had burned cash on two previous sales consultants who delivered generic frameworks that didn't translate to their complex offering or German market. With ambitious growth targets and a team to support, the founder-dependent model was unsustainable and getting worse as inbound volume increased without quality improving.

‍

‍

‍

‍

THE CHALLENGE

‍

Drip's core problem wasn't lack of opportunities or market awareness. It was the complete absence of a scalable sales system in a business with one of the most difficult ICPs in Germany, combined with zero infrastructure to filter signal from noise.

‍

The strategic challenge: transform a chaotic, founder-dependent sales motion into a documented, efficient process that could be executed by a team. This required building everything from scratch—positioning, qualification criteria, CRM infrastructure, copywriting foundations, and methodology—while Fabian continued closing deals. The tactical challenge: their ultra-narrow ICP of 1,000-2,000 total 8-figure e-commerce shops in Germany meant traditional scaling playbooks failed. Every hour wasted on wrong-fit prospects was expensive.

‍

What made this uniquely complex: Fabian needed to simultaneously improve his close rate on qualified opportunities while drastically reducing time spent on unqualified ones. Their AB testing service requires technical sophistication to sell. Their buyers are CMOs at 8-figure brands who are pitched constantly. Their €48-120K average deal size meant every process failure cost real money.

‍

The real unlock wasn't just making Fabian better at sales (which we did - he’s an absolute killer now). It was building infrastructure that could train future closers, document winning conversations, and creating systems and processes that lead to predictable pipeline.

‍

‍

‍

‍

THE SOLUTION

‍

Phase 1: Foundational Positioning Update

‍Started with comprehensive analysis of the funnel data and live calls to identify the real constraints. Diagnosed that Drip's positioning was too passive and they lacked basic filtering mechanisms, causing qualified prospects to get lost in noise. Updated ICP definition to focus exclusively on €500K+ monthly revenue shops. Built foundational copywriting assets. Created lead filtering mechanisms to disqualify non-ICP prospects before they reached Fabian. Developed full TAM list of addressable 8-figure e-commerce accounts in Germany for targeted outreach.

‍

Phase 2: Advanced Sales Process Development

‍Built complete documented sales system from zero. Created structured sales script for demos and qualification script for initial filtering. Designed discovery framework with specific questions, tonality guidelines, and pacing structure. Developed closing methodology for €8-20K monthly retainers including objection handling for German market. Built offer email templates with ROI calculators. Migrated from Pipedrive chaos to structured Close CRM with clear pipeline logic, stages, hygiene standards, and automation rules. Every asset designed for both immediate execution and future team training.

‍

Implemented weekly 1:1 sales training sessions teaching first principles, followed by continuous call reviews analyzing actual recordings. Focused on tonality shifts, authority positioning, and conversation control. This created rapid skill development while documenting what worked. Eliminated low-ROI entry offers and focused acquisition exclusively on core premium offering to ICP accounts.

‍

Phase 3: Sales Team Buildup

‍Transitioned qualification function completely off founder's plate. Hired and trained sales rep to handle all qualification calls using documented scripts and frameworks. Built CRM dashboards giving full pipeline visibility for data-driven decisions. Established sales management excellence with clear metrics and coaching cadence. Created training materials from successful call recordings that could scale to additional closers.

‍

Result: Fabian went from 4+ hours daily on mostly unproductive calls to 3-4 weekly high-leverage demos exclusively with in-ICP prospects. With clean pipeline, proper qualification, and refined methodology, his close rate on these premium opportunities jumped to 28%+ at €78K average ticket.

‍

‍

‍

‍

KEY RESULTS ACHIEVED

‍

‍

‍