Snapshot Box:
- Client: FinEdge Software
- Sector: Financial Software for Microfinance Institutions
- Target Market: Ghana
- Service Used: Sales & Business Development + Ongoing Sales Management (Factory 23)
- Headline Result: 12 deals closed in 6 months; pipeline visibility established
- Timeline: 6 months
The Challenge for
FinEdge Software
FinEdge had a Ghanaian reseller for 18 months. Sales were sporadic and unpredictable. The reseller claimed to be “working the market” but provided no reports, no pipeline updates, and no visibility into field activity. FinEdge couldn’t tell if the reseller was ineffective or if the market was simply slow.
What We Did:
Understand
Mapped the target buyer universe: microfinance institutions, rural banks, and fintech lenders across Ghana.
Validate
Conducted a field assessment with the reseller’s team. Found 2 salespeople, no CRM, leads tracked in a notebook, no territory assignment, and no follow-up process.
Connect
Deployed Factory 23 to manage leads, track field visits, and log pipeline stages. Trained the reseller’s team on structured selling.
Execute
Ran a joint outbound campaign targeting 120 microfinance institutions. Weekly pipeline reviews for the first 12 weeks.
The Data
- 34
- Qualified Opportunities
- 19
- Proposals
- 12
- Closed Deals
Target accounts identified: 120, of which only 17 (14% coverage) had been worked before P23. Field activity visibility: 0% before; after, 100% of visits logged with timestamps and notes. Territory coverage increased from 14% to 58%.
The Outcome:
FinEdge saw a 4× increase in closed deals compared to the prior comparable period. The reseller’s team shifted from ad-hoc selling to structured territory management. FinEdge now receives weekly activity reports and can forecast revenue with confidence.