// case · online education · B2C · crypto

Building an in-house sales team for a crypto school: $200,000 in four months and conversion 3.5 points above the outsourcer

At scale, an outsourced sales team is convenient and extremely expensive. Iryna Seleznova's project hit the classic wall: the outsourcer started holding growth back.

// the starting point

Warm leads only, a dead database and an expensive habit

Outsourcing is expensive: a 13% commission on revenue was a serious cost that ate into the margin.
The outsourced team always wanted only the warmest leads. That suits them, and the project lost serious money on cold leads nobody handled.
Low LTV, no work with the database: the school had >2,000 past students that nobody worked with at all. Students took one course and vanished.
Low conversion from lead to payment.

The school turned over more than $1M a year on cold traffic, yet had no way of collecting instalments or working on LTV. That's tens, if not hundreds, of thousands of dollars left on the table.

// what we did

Building an in-house sales team

Clean money out of the database in two weeks

We came in to build the client a scalable asset of their own, not to “increase sales”.

quick-wins strategy

We didn't wait until the whole team was hired. We found the first reps and put them straight onto the existing base of 2,000+ students.

The school had more than one course, plus a membership club. We started selling the second product to people who had already studied there.

Result: in the first two weeks we collected almost $10 000. That's clean money the marketing budget had already paid for. Selling it cost 6% in commission.

Telephony and analytics

We put in telephony and proper analytics. Every step of every lead became visible.

Scripts that continue the funnel instead of applying pressure

We wrote scripts that read as a logical continuation of the marketing funnel rather than a squeeze. That moved conversion and how leads felt about the school.

Working every kind of lead

We set up work with every viewer, not just the warm ones.

result

Viewer conversion came out at 5.2%, worth an extra $6,000 every month.

A full in-house structure

We didn't just set up a process, we built a structure that scales easily and handed it over to the project:

morning stand-ups
an analytics structure
a sales system
reps
a working team that pays for itself

// the outcome

$200,000 in four months and a system that runs itself

We built a system that beat the outsourcing agency on the key metrics in its very first month.

$200 000revenue in the first four months of the in-house team

16,2%lead-to-payment conversion in month one with two reps, 3.5 points above the outsourced team

$30 000revenue in the first month

13% → 6%cost of sales: the team became a profitable asset

The client ended up with a full, profitable and scalable in-house sales team

It works on LTV and generates revenue systematically.