- CASE 01 · LUXURY FURNITURE
From a 20-year-old workshop to an international sales machine.
A Spanish manufacturer of high-end furniture with an exceptional product and paper-and-email sales processes. In 14 months we built the infrastructure, validated five markets and opened the B2B channel.
Sector
LUXURY FURNITURE
REVENUE
€8,5M
ORIGIN
SPAIN
DESTINATION
5 TARGET MARKETS
DURATION
14 MONTHS
- Results
What changed, in numbers.
+215%
B2B GROWTH IN FOREIGN MARKETS
34
B2B PARTNERS SIGNED
12
TIER 1 DEALS · DUBAI AND MIAMI
€4,2M
INTERNATIONAL PIPELINE GENERATED
5/15
MARKETS VALIDATED OUT OF 15 TESTED
48 h
15 min
LEAD RESPONSE TIME
Validated markets: United Arab Emirates, United States, France, Spain and the Netherlands.
- THE STARTING POINT
Luxury product, artisanal sales.
Twenty years crafting pieces that rival the best in Europe, and a sales department still running like it was 2005: quotes on loose sheets, follow-up in inboxes, decisions by gut feeling.
The bottleneck wasn’t the product or the demand. It was that no one knew, at any given moment, how many real opportunities were open, in which country, or who was handling them.
01
End-to-end manual processes
Quotes, follow-up and reporting relied on each salesperson’s memory.
02
Zero lead traceability
No source, no status, no owner: impossible to measure what was working.
03
Internationalization without a method
Occasional interest from abroad, handled reactively and with no market criteria.
- HOW WE DID IT · 14 MONTHS
First the machine, then the map, then the sale.
We apply our three disciplines in the order that reduces risk: we don’t invest in opening countries until the sales system holds up and the data shows where the real demand is.
01
DIGITALIZATION
A paperless sales department
We rebuilt the operations before touching a single new market.
- Sales playbook: operating manual with stages, qualification criteria and talk tracks by client type.
- HubSpot CRM installed and configured around the sales cycle of high-end furniture.
- Automatic lead routing by language and country, with assignment and response SLA.
Lead response time: 48h → 15 min ·
02
VALIDATION
15 countries tested, 5 with traction
Agile, comparative testing instead of one expensive bet on a single country.
- Multi-market A/B testing in 15 countries: message, channel and value proposition by territory.
- Reading real signals of demand, not stated intentions.
- Focus on five markets with high purchasing power: UAE, USA, France, Spain and the Netherlands.
PMF validated in 5 markets · investment risk contained
03
SCALING
The B2B channel as a lever
A dual strategy with clear priority: referrers and distributors before direct volume.
- Referrer acquisition: architects, interior designers and exclusive distributors.
- 34 commercial partners signed, including 12 Tier 1 deals in Dubai and Miami.
- Direct sales (B2C) as brand support and a data source for the channel.
+215% foreign business · €4.2M pipeline
- WHAT WE IMPLEMENTED
HubSpot CRM
Sales playbook
Automatic routing by language and country
Lead qualification and scoring
A/B testing in 15 countries
B2B partner program
International sales reporting
- HIGHLIGHTS
Four things that didn't exist before we started.
A 100% digital, paperless sales department, with every opportunity tracked from origin to close.
Automatic lead routing by language and country, with no manual intervention and no orphaned leads.
12 Tier 1 distribution deals signed in Dubai and Miami, two reference markets in the sector.
Rapid product-market fit validation across 5 high-purchasing-power markets, minimizing investment risk.
They didn't just open the doors to the world for us: they restructured the company from the inside.
“We went from managing chaotic emails to having a scalable, predictable international sales machine.”
— Javier M., CEO of the company
- THE SERVICES WE APPLIED
One case, three chained disciplines.
SERVICE 01
Market research
Where there’s real demand and where there’s only noise, before spending a euro on opening a country.
SERVICE 02
Demand validation
Agile testing and predictive models to confirm the fit before the big investment.
SERVICE 03
International sales
CRM, automation and commercial structure to turn opportunities into global customers.
- NEXT MOVE
Could your sales team handle five markets at once?
We take on a limited number of projects each year to guarantee the quality and attention they deserve. In the audit we review your processes, your lead traceability and your real readiness to sell abroad.
We take on a limited number of projects each year to guarantee the quality and attention they deserve. In the audit we review your processes, your lead traceability and your real readiness to sell abroad.
