238 Qualified Conversations. 44 Accounts Closed.
- Qualified bookings that reached a discovery call
- 238
- Qualified bookings that reached a discovery call
- Accounts closed through the pipeline
- 44
- Accounts closed through the pipeline
Overview
A sales pipeline built from scratch, turning cold interest into qualified conversations and closed accounts.
CPG Affiliate Partners had brands to win and traffic partners to recruit, but no system to run the pursuit. Bookings, deal stages, and closes lived in scattered notes with no single source of truth. Faber House built and now operates their entire sales pipeline in Attio, structuring every opportunity from first contact to signed account, and feeding the top of it with a demand-gen engine that cut cost-per-lead by more than half.
01Context
The Client
The demand was there. The system wasn’t.
CPG Affiliate Partners is a performance marketing network. On one side they recruit DTC and consumer-brand advertisers — supplements, skincare, wellness, and food companies — onto a pay-per-sale model; on the other they recruit publishers and traffic partners to promote those offers. It’s a two-sided business where growth depends entirely on a steady flow of qualified conversations that turn into signed accounts.
The problem was operational: there was no structured pipeline to manage it. Meetings got booked, calls happened, proposals went out, but none of it was tracked in one place, so no one could see how many qualified opportunities were live, where deals were stalling, or how many were actually closing.
- Sector
- Performance marketing network
- Model
- Two-sided: brands on pay-per-sale, publishers to promote them
- Verticals
- Supplements, skincare, wellness, food
- 01
Before: No structured CRM or sales pipeline — opportunities tracked in scattered notes and spreadsheets
After: A complete sales pipeline built and operated in Attio, with every deal staged from first contact to close
- 02
Before: No visibility into how many qualified conversations were live or where deals were stalling
After: 270 brand deals structured and managed in one source of truth
- 03
Before: Bookings and closes weren’t measured, so the team couldn’t tell what was working
After: 238 qualified bookings that reached a discovery call, and 44 accounts closed
- 04
Before: A high cost-per-lead was making the top of the funnel expensive to fill
After: Cost-per-lead cut 52% ($1,412 → $674), making the whole pipeline cheaper to feed
02Diagnosis
The Challenge
- Gap 01
No pipeline infrastructure
Without a real CRM, there was no shared view of opportunities. Deals lived in individual inboxes and spreadsheets, which meant follow-ups slipped and no one could forecast or prioritise.
- Gap 02
No visibility into the funnel
The team couldn’t answer basic questions — how many qualified conversations are active, how many made it to a proposal, how many closed — because the data to answer them didn’t exist in one place.
- Gap 03
An expensive top of funnel
Filling the pipeline with new brand conversations was costing over $1,400 per lead, which made every stage downstream more expensive than it needed to be.
CPG didn’t just need more leads. They needed a system that turned interest into qualified conversations, and qualified conversations into closed accounts, and let them see it all happening.
The Approach
A sales engine built from the ground up: a structured pipeline as the backbone, a demand-gen layer feeding the top, and a qualification-to-close process running through the middle — all measurable end to end.
- Step 01
Built the Sales Pipeline in Attio
We designed and stood up CPG’s entire sales pipeline in Attio, with a clear stage model: Call Scheduled, Discovery Call Done, Proposal Sent, Negotiating, Closed Won. Every brand opportunity now lives in one source of truth, so the team can see exactly how many deals are active and where each one sits. Today that pipeline holds 270 structured brand deals.
- Step 02
Fed the Top of Funnel Efficiently
A pipeline is only as good as what flows into it. We ran the demand-gen engine, paid search plus targeted cold outreach, and optimised it hard, cutting cost-per-lead by 52% (from $1,412 to $674 in the first month of changes). That made filling the pipeline with qualified brand conversations dramatically more cost-effective.
- Step 03
Turned Interest Into Qualified Bookings
We built the booking and qualification motion that moves a cold contact to a real conversation, connecting outreach and inbound to a scheduling flow and into the pipeline. The result: 238 opportunities have advanced to a completed discovery call or beyond — the qualified conversations that actually have a chance to close.
- Step 04
Tracked Every Deal Through to Close
With every deal staged in Attio, closes stopped being guesswork. The team can now follow each account from proposal to negotiation to signed, and 44 accounts have been closed through the pipeline, with the full stage data to see what’s converting and what to fix next.
03Results
A Pipeline You Can Actually See, And Close From
- Qualified bookings that reached a discovery call
- 238
- Qualified bookings that reached a discovery call
- Brand deals structured in the pipeline
- 270
- Brand deals structured in the pipeline
- Accounts closed (26 currently active)
- 44
- Accounts closed (26 currently active)
- Cost per lead ($1,412 → $674)
- −52%
- Cost per lead ($1,412 → $674)
- Discovery meetings booked
- 182
- Discovery meetings booked
- Proposals sent
- 64
- Proposals sent
- Active client accounts
- 26
- Active client accounts
- Of truth for the whole team
- 1 source
- Of truth for the whole team
04 Takeaway
You can’t close what you can’t see.
CPG had the demand; what they lacked was a system to run it — one place where every opportunity is staged, measured, and moved forward. By building their sales pipeline in Attio and feeding it with a demand-gen engine that cut cost-per-lead by more than half, we turned scattered interest into a measurable machine: 270 structured deals, 238 qualified conversations, and 44 closed accounts, all visible end to end. Growth isn’t only about more leads. It’s about a pipeline you can see.
See how we’d do it for you.
