A 68-year-old company sliding from $13.5M toward $10M did not have a lead problem. It had a middle-of-the-funnel problem. Six months in: Q2 closed at 150% of quota, and every rep is over target.
150%
Q2 2026 revenue vs. quota, $1,368,765 against $910,000
+$555K
First half over plan, 130% of the $1.82M target
$6.15M
Stale and fiction pipeline honestly cleared, the forecast is believable again
80
Inbound leads in 30 days, the highest on record in company history
About BMI Imaging Systems
BMI has been digitizing the paper backbone of California institutions since 1958: document scanning and digitization for government, higher education, and enterprise clients. A 68-year-old brand, a veteran sales team, hundreds of inbound leads a year, and revenue that had slid from a $13.5M peak to roughly a $10.2M run rate. The mandate: own the revenue outcome, $12M minimum, $14M stretch.
The diagnosis
A full-day on-site discovery, five recorded team assessments and a three-hour CEO strategy session, found the real leak: the middle of the funnel. Analysis of calls and emails documented 218+ instances of passive selling, “I’ll let you know” accepted at face value, and a pipeline carrying years of fiction, deals “waiting” since 2015. In one line: not a lead problem, a behavior and systems problem.
The work
A 12-month fractional CRO/CMO seat at 15–20 hours a week: an 8-stage Sales Operating System rebuilt in Salesforce and adopted by 30-year veterans in one quarter, evidence-based monthly pipeline reviews, a forensic rebuild of the marketing engine, AI workflows that cut proposal turnaround from a month to three days, and CliftonStrengths-based team development, all exit-focused by design.
The outcome
Q2 closed at 150% of quota and the first half at 130%, $555K over plan, with all three reps over target. When a 35-year veteran retired mid-quarter, his $2M+ book transferred to three reps in 48 hours, and the quarter still hit 150%. The system now runs largely without the consultant: the CEO ships his own upgrades, and hygiene reports read “nice work” instead of escalations.
Will Whitney
President & CEO, BMI Imaging Systems •
Sunnyvale, CA · Founded 1958
Everything built, eight months in
15–20 hours a week. A revenue engine the company keeps.
Full-day on-site discovery: five recorded 1:1 team assessments plus a three-hour strategy session with the CEO
Middle-of-funnel forensic analysis across Salesforce, call transcripts, and email: 218+ documented instances of passive selling language
ERAM team survey aligning each rep’s income ambitions with the plan, four reps wanting $300K+ each is the $12M math
Strategic assessment delivered before Day 1, so execution started with zero ramp-up
Eight-stage pipeline rebuilt in Salesforce with exit criteria for every stage, replacing “Stuck” and “Deferred”, flipped live the morning of kickoff
The 33-page SOS Playbook: process, behavioral standards, stage-by-stage instructions, and accountability rhythms
Swipe files for every scenario: “I’ll let you know” counters, proposal follow-ups, re-engagement sequences, and breakup emails mapped to deal stage
“Inspect what you expect” cadence: daily monitoring, weekly per-deal reviews, bi-weekly CEO debriefs, monthly team assessments
Voice-memo-to-Salesforce accountability layer so reps on the road update deals in 30 seconds
Weekly CRM hygiene reporting driven to near-zero opportunities without tasks
Two-hour, evidence-based reviews with every rep, every open deal examined against actual emails and transcripts
Per-rep dashboards: scoreboard vs. quota, closers list, stuck-deal aging, and task compliance
$6.15M of stale and fiction pipeline honestly cleared, with a “radar” process for honest parking instead of forecast padding
Executive summaries after each cycle: rep grades, evidence-backed closer lists, and named risks with fixes
Gamification tuned to each rep’s CliftonStrengths profile, competition for one, commitments for another
Google Ads forensic audit across $412K of lifetime spend: 474 keywords analyzed, 6 of 7 conversion events found broken, one campaign burning ~$5,000 per lead
Traced a 77.5% conversion collapse to tracking suppression, not auction or budget, and coordinated the fix
Campaign structure rebuilt around buyer verticals, government, higher-ed, courts, utilities, with conversion-based bidding
Closed-loop Salesforce-to-Google-Ads attribution scoped and moved through security review
Three lead magnets live with LinkedIn comment-trigger CTAs, plus the company’s first remarketing program
A $225K RFP taken from zero to a full, human-verified 40-page response inside one week, submitted on deadline
Proposal workflows cut from ~a month to ~3 days; a $550K proposal and deck built same-day to re-engage a 17-year pursuit
Company AI usage policy co-developed and shipped by the CEO, guardrails before speed
The CEO trained into a power user who now ships his own AI workflows and system upgrades
CliftonStrengths 1:1 debriefs with every rep, plus pairwise compatibility maps used to tailor coaching and feedback
A secret-shopper program: posed as a live prospect through a full sales cycle, then delivered a scored role-play report to leadership
A 35-year veteran’s retirement managed end to end: $2M+ book transferred to three reps in 48 hours with zero revenue disruption
Monday Film Room, sales huddles, and project meetings upgraded around scoreboards and per-deal accountability
Recruited the SEO partner: ~100 pages to page one in month one, ~140 more in month two, then negotiated their PPC takeover at ~$500/mo against a $4K standard rate
Recruited the web team: managed hosting migration and a decade of technical debt fixed
Built a direct relationship with Google’s ads team feeding the vertical campaign strategy
Positioned BMI to gain share from AI search while industry organic clicks fall
May 2026 board presentation: “Inside BMI, Building the Engine to $12M”, the fall, the system, and the climb
August 2026 board update: Q2 at 150%, H1 at 130%, +$555K over plan
A cooperative purchasing contract secured: a pre-competed, no-bid contracting vehicle covering essentially everything BMI does
A “Find Funding” campaign helping government prospects secure the grants that unlock stalled projects
2026 revenue vs. plan
PlanActual
Q2 $910K quota → $1.37M, 150%
H1 $1.82M plan → $2.38M, 130%
Source: final June QRAC reports via the July 2026 pipeline review executive summary and the August 2026 board update.
The receipts
Month 8 of a 12-month engagement
3 of 3
Reps over quota: 192%, 145%, 112%
3 days
Proposal turnaround, down from a month
~240
Pages on page one within two months
48 hrs
To transfer a retiring veteran’s $2M+ book
H1 alone finished $555K over plan, more than 2x the full-year engagement investment, before Q3–Q4 compounding. $12M minimum, $14M stretch: that is still the number.
“
This is the best presentation on Sales & Marketing I’ve seen in the history of our company.
Head of the Board, BMI Imaging Systems, a company founded in 1958
“Nick’s objective when we hired him, he said, I want 12 million minimum for the company. So you take four people, there it is. There’s the number.”
Will Whitney, President & CEO, at the Sales Operating System kickoff
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Figures are drawn from client dashboards, CRM exports, and recorded working sessions, shared with client permission; team, market, and product context contributed to every outcome. Periods are stated with each figure. See the disclaimer for how results should be read.
