Gonz Medina and Jason Heslop started Blue Chip Athletic in 2001 with no marketing budget, website or customers. But they did have a screen printing machine, a business plan, and a passion for providing affordable, quality apparel to the Missouri high school wrestling teams they coached.
Ten years later, with millions of custom and officially-licensed NCAA Wrestling garments sold online, Gonz and Jason faced a new set of challenges: disorganized customer data, fragmented communications, scattered sales and marketing reports and long working hours.
Grappling with sales tracking.
Initially, their sales funnel was undefined. With multiple reps using paper-based or email folders to track leads, they had no way to measure sales performance or the effectiveness of marketing efforts overall. Email broadcasts from a legacy system were sending every email version to every customer. There was no segmentation between retail or custom orders, and no useful intelligence on open rates, responses, purchasing patterns or other behavior. At times, it looked like the company was on the wrong side of a two-point takedown.
A reversal puts Blue Chip back on top.
After viewing a live demo from a friend, CIO Andy Michaels was so convinced about Infusionsoft that he paid for the user license out of his own pocket. He saw the potential for a two-for-one lift. Turbocharging retail sales with smarter lead capture and follow-up tools, and bringing clarity and structure to the customer sales funnel more easily. Bingo.
Andy and his team used Infusionsoft to apply best practices across the company. They introduced automated follow-up messages. Utilized a survey to raise customer satisfaction. Formalized lead pursuit to boost custom orders. And they made Infusionsoft their primary repository for customer data, resulting in more intelligent data mining and reporting