Industrial motors and controls, B2B distribution
Strong operations running on an invisible revenue engine.
Best-in-category service, same-day quotes and fast fulfilment, on seven disconnected systems, two CRMs and no attribution.
- Sponsor
- Middle-market PE
- Thesis
- Commercial modernisation
- Delivered
- November 2025
- Stage
- Diagnostic audit
25x
paid acquisition volume at 22% lower CPA, current state to audit forecast
Audit forecast
−22%
cost per acquisition at forecast scale
Audit forecast
5x
organic keyword gap to category leaders
Identified in audit
7 to 1
systems consolidated into one commercial stack
Identified in audit
Figures are audit forecast, not realised result. Forecast built from current paid search performance.
The situation
A PE-backed manufacturer of industrial motors and controls, selling through a multi-warehouse dealer network, had strong operations: a best-in-category customer rating, same-day quotes and fast fulfilment. Behind that sat a fragmented commercial system and almost no digital presence. Claymore was engaged to audit the foundation and quantify the opportunity.
What we found
- 01
Pipeline in spreadsheets
A double-digit share of annual pipeline, in custom-controls quotes, held in spreadsheets with no win/loss tracking or structured follow-up. The highest-margin category was the least visible.
- 02
Seven systems, two competing CRMs
ERP, e-commerce, two CRMs, quoting, communications and BI running separately, with manual handoffs and no end-to-end attribution.
- 03
A strong business, invisible online
Minimal paid media, domain authority well below category leaders and an organic keyword footprint a fifth the size of competitors.
Recommended transformation
- 01
Tech stack
HubSpot as the commercial data hub with two-way ERP integration, legacy CRMs retired and attribution from first visit to repeat order.
- 02
Quotes into a tracked pipeline
Custom-controls quotes moved out of spreadsheets, with win/loss tracking by product, segment and rep and automated follow-up.
- 03
BI
Unified dashboards by segment for funnel, quote velocity, attribution and category revenue.
- 04
Marketing
Paid search rebuilt for the quantified gap, and SEO and content rebuilt to close the keyword and authority gap.
Anonymised at sponsor request.
Download the case study (PDF)What would the same read find in your business?
We invest to find your revenue leak. Then we stay to fix it.