SAM Auction: Commercial Grocery FF&E Auction Company
35+ year old company modernizes Sales and Marketing, yielding $30M+ in new revenue opportunities
When SAM Auctions needed leadership to help them devise modern GTM plans, upgrade their existing sales and marketing systems, and also develop new strategies to properly position themselves in the evolving FF&E and industrial equipment industry, they partnered with Elizabeth Krohn at Marketing Rising to fill the role of Fractional CRO/CMO for their organization.
The company had been successfully in business for the past 35 years, but had recently begun struggling with new market competitors and developing modernized sales and marketing programs. Formerly working with consulting firms and agencies that promised the world, but created unsustainable plans and operating systems for their growing organization, they knew they needed someone who focused on scalability and understood how to build not only systems, but also teams that can continue to realistically use those systems once their work was completed.
The Challenge
SAM Auctions had incredible opportunity to expand their bottom-line, however they lacked the systems and leadership structure to scale effectively. Some challenges included:
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No centralized CRM to manage prospects and customers
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A new sales team that needed training and process alignment
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A Shopify site and online bidding platform that were underperforming
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Inconsistent digital advertising results
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Marketing team members without strategic oversight
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Limited SEO and content marketing strategy
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An outdated website that didn’t reflect the brand’s capabilities
Our Fractional CRO's Approach
Based in Phoenix, AZ, Elizabeth Krohn served as Fractional Chief Revenue Officer for SAM Auctions for 18 months, leading the charge on a complete modernization of SAM Auctions’ sales and marketing systems while aligning the leadership team around measurable KPIs. Bringing in key team players to support marketing operations, website development, and business development, she worked with the executive team to devise and implement a plan that would incorporate modernizing their sales and marketing ecosystem, while introducing new approaches to partner development and sales management.
1. Devised Data-Driven Strategy & GTM Plan
Elizabeth developed a new go-to-market (GTM) strategy focused on B2B sales development, refreshed branding, and scalable RevOps and Marketing systems.
2. Worked on Systems of Operation and Efficiencies
She personally devised a new CRM/CMS system (HubSpot) and website while working with developers to properly integrate Shopify.
3. Transformed & Trained Marketing & Sales Teams
She and her team also crafted new customer experiences, pipelines, and tailored training to support GTM plans and new systems of operation.
Company Results & KPIs
As a result of implementing these strategies, programs and systems, Elizabeth and the executive team at SAM were able to see the CEO's goals come to life through the metrics that their systems were now able to measure - allowing everyone at the organization to see just how much potential there was in the used commercial equipment industry.
35% Increase
Website Traffic
After implementing SEO-optimized website traffic, new category pages, product descriptions and blog content, SAM Auctions saw a 35% increase in site traffic, resulting in the acquisition of new email addresses and bidders participating in their online auctions; hosted at Proxibid and on their website.$30M+ Revenue
Partnership Reactivation
SAM Auctions, due to a modernized CRM and multi-channel, updated relationship management best practices, was able to revive lost relationships with major grocery stores and distributors, one of which resulted in signing a $30M renovation opportunity with an international grocery chain.$50k Saved
Optimized Systems
SAM Auctions struggled with outdated, legacy sales and marketing systems and as a result, were being challenged by the competition. Leveraging new technology, Elizabeth was able to work with vendors and help the company modernize their systems while cutting costs on unproductive marketing methods; advised by other consultants.20%+ Impressions
Increased Brand Awareness
The company struggled to increase its auction awareness and was doing their best to leverage social media channels effectively. The team supported their existing marketing manager to help her deliver high-quality social engagements and a newly designed, on-brand e-newsletter, resulting in a 20% increase in overall impressions.Their success is our story
John Lines, CEO at SAM Auctions, told us how is company felt about the results they achieved while working with Elizabeth to overhaul their legacy systems and strategies.
She helped us modernize our systems, implement a CRM, leverage advertising dollars more effectively and bring everyone together as a unified team. In a matter of months, they did what we've been trying to do for years and continue to do more.
John Lines
CEO at SAM Auctions
Explore the benefits of a Fractional CRO/CMO
Speak with us today to discuss how a fractional executive like Elizabeth can help your organization modernize their approach to sales, marketing and operations. Fill in the form below to discuss your business situation with our team and receive a complementary assessment.