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Out-of-Home Media Sales
From analog sales stack to AI-powered revenue machine
How it started
BOOH Media, a sales house for out-of-home media in the Netherlands and Belgium, came to Sales Surge when their organization was growing fast, but the commercial foundation behind it hadn't scaled along. The first contact started practically: a question about their Pipedrive subscription and how to best set it up. In that conversation, it became clear that the problem wasn't the subscription, but the way CRM, quotes and internal processes were organized. That's where the RevOps journey began.
The Challenge
Fragmentation of information
Deals, customer data and contact moments were scattered: email, Excel, loose documents, WhatsApp. Sales worked partly on feeling; there was no single source of truth for the pipeline.
Quotes were slow and manual
Quotes were built in Word/PowerPoint and made from scratch each time. Information about rates, formats and availability had to be manually checked and entered each time.
No tight process for follow-up & signing
Quotes went out as PDF by email, without digital signing or clear call-to-action. There was no automatic reminder flow.
No data-driven steering
Management wanted to better steer on pipeline value, success rates and lead time per phase. Without proper Pipedrive setup + reports, that remained guesswork.
In short: BOOH had a strong commercial team and a good product, but was working with an 'analog' sales stack in a digital market.
What we built
We redesigned the entire commercial chain: from first contact to digitally signed quote, with AI as accelerator.
Pipedrive as central backbone
One main pipeline with clear steps: Lead → Qualification → Proposal → Negotiation → Verbal OK → Signed → Execution
Standard fields for all crucial info (campaign period, budget, formats, locations, margins)
All emails and activities automatically logged at deal level
AI-supported quote flow (Gamma + CRM)
Smart templates in Gamma with dynamic customer name, industry, objectives, investment level
Cases, visuals and argumentation pre-mapped per customer type
Sales fills in key fields in Pipedrive; from that data a professional deck is built in minutes
AI snippets for text
Standard email openers and follow-up texts for 'First proposal sent', 'Reminder, proposal expiring', 'Second proposal / revision'
Texts directly available in Pipedrive so reps can respond quickly but still personally
Digital signing of quotes
Template with dynamic fields (amounts, flight dates, formats, conditions)
Customer receives a clear link: view → approve → sign digitally
After signing: deal status auto-updates, signed quote attached, internal task created
Automatic follow-up & tasks
Automatic task for account manager: 'call back after X days'
Automatic email reminder to customer if no response within set term
Custom reminders for deals in 'on hold / reconsideration' stage
Dashboards & reporting
Total pipeline value + segmented per phase
Average lead time from lead to signed deal
Win rate per customer type / product / deal size
Number and value of sent quotes vs. digitally signed quotes
The Results
Time savings in sales process
Quotes and decks that used to take hours are now built in minutes with Gamma and CRM data. Account managers spend their time on deals and conversations, not copy-pasting.
Higher conversion on quotes
More professional, consistently formatted proposals with a clear digital sign button. Less friction: customer doesn't need to print, scan or email. One click, digitally sign, done.
More predictable revenue
Management now sees how much pipeline there is, what realistically converts, and where deals are stuck. That makes it easier to plan goals and allocate capacity.
BOOH Media now has a modern, AI-supported sales machine that fits the scale and ambition of the organization: fast, tight, digital and data-driven.
What we do now
Fine-tuning AI templates: Gamma decks and email templates are periodically updated based on what converts best in practice
Expanding digital flows: More processes connected to digital signing (larger framework agreements, renewals, upsell deals)
RevOps as permanent sparring partner: Regular check-ins to look at dashboards and determine where the next 'surge' should come
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Knowledge Hub
t scaled along. The first contact started practically: a question about their Pipedrive subscription and how to best set it up. In that conversation, it became clear that the problem wasn
First proposal sent
Reminder, proposal expiring
Second proposal / revision
call back after X days
on hold / reconsideration
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