B2B Sales Systems
LinkedIn Lead Generation
Softline
Account Growth Case Study
From Reactive Account Management to a Structured Sales System
When Megascopic started working with Softline, Vadim Radi was handling a large portfolio of key accounts mostly from his inbox and memory. The CRM was used inconsistently, there was no single view of the pipeline and follow ups often depended on who shouted loudest that week. International customers received great service, but the process was different every time, which made planning and forecasting almost impossible.
At the same time Vadim wanted to grow his portfolio with new international clients through LinkedIn, but outreach was sporadic and not connected to any system. Connections were added, messages were sent, yet there was no clear ICP, no sequences and no way to track which conversations were moving towards real opportunities. He needed a simple structure that would let him keep control of existing accounts and systematically open new ones.
Identifying the Gaps
Together we ran a mini Sales Health Check focused on Vadim’s portfolio. We mapped his real funnel, cleaned up the opportunity list and grouped deals by stage, region and potential. This showed where follow ups were slipping, which accounts had hidden expansion potential and where communication with international decision makers was stalling. It also highlighted that LinkedIn activity was disconnected from the CRM, so valuable conversations never turned into trackable opportunities.
Bringing Structure to Key Accounts
We then designed a light-weight account management system around a simplified pipeline. Stages were renamed in plain language, entry and exit criteria were defined and every key account received a short one-page view: stakeholders, current projects, risks and next steps. We created templates for review calls and follow up emails so international customers experienced a consistent, professional process. Finally, we set up a weekly portfolio review where Vadim could quickly see which accounts needed attention and which opportunities were close to closing.
Turning Structure into Daily Practice
Once the foundation was in place, we connected his daily work to the new system. All new requests and conversations were logged as opportunities with clear next steps. We aligned calendar blocks with pipeline stages so that preparation for QBRs, renewals and upsell discussions became part of the weekly rhythm instead of last-minute fire-fighting. For international clients, we built a small English-language playbook with talk tracks, objection handling and next-step framing tailored to Softline’s services.
In parallel we launched a focused LinkedIn lead generation engine. We defined an ICP for new international accounts, built two messaging sequences (connection + value-driven follow ups) and created a simple routine for Vadim: daily connection quota, weekly follow up, and a clear rule that any meaningful reply goes straight into the CRM as an opportunity. This closed the loop between social outreach and the sales system and gave him a reliable stream of new conversations with the right people.
Results After 8–12 Weeks
Within the first two to three months the changes became visible in the numbers and in Vadim’s workload. The share of opportunities with a clear next step grew dramatically and the number of “forgotten” deals dropped to almost zero. Several existing accounts moved forward with expansion projects because follow ups were finally tracked and executed on time. LinkedIn started bringing a steady flow of qualified calls with international IT buyers, adding 40+ new opportunities to the pipeline over the first 90 days.
Why It Worked
The project was intentionally simple. we did not introduce a new tool or a complex methodology. Instead, we clarified the pipeline, standardised key account routines and connected LinkedIn outreach to the CRM. Because the system was built around how Vadim actually worked, he adopted it quickly and kept using it. Softline now has a proven micro-model for how a single key account manager can manage existing clients, grow international business and keep a clean, reliable pipeline at the same time.
