How a Catering Company Doubled Revenue with Sales Systems

Marie Galeana, revenue leader at Sky + Table in Lethbridge, shares how she transformed a catering and events company from hope-casting forecasts to a data-driven revenue machine. Starting in 2021 with no formal systems, Marie built out a comprehensive scorecard and CRM infrastructure that now enables her to forecast revenue a year out and manage her business with weekly discipline. Her story demonstrates that engineering predictable revenue isn't just for enterprise—it works in seasonal, relationship-driven markets too.Key takeaways:Transforming from hopecasting to data-driven forecasting enables revenue leaders to predict quarterly closures to the dollar and identify exactly what pipeline activities their team must execute weekly.Implementing a mathematical model that connects inquiry volume, close rates, and revenue targets by customer segment and venue allows seasonal, relationship-driven businesses like catering to forecast 12-18 months ahead with precision.Weekly scorecard discipline cascading to biweekly team reviews creates transparency and accountability that motivates teams, eliminates blame, and shifts conversations from "grab any business" to "strategically close the right business to hit targets."go to market system revenue forecasting sales scorecard crm implementation predictable revenue pipeline management sales metrics seasonal business forecasting revenue leadership catering sales strategy b2b growth systems closing rate optimizationDownload the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth!Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month.LinkedIn: linkedin.com/company/weareroadmap/Instagram: instagram.com/weareroadmap/Facebook: facebook.com/weareroadmapYouTube: youtube.com/@roadmapagencyDriving Growth is produced by Morreale Digital.Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/