Multi-Location Home Care Provider.
Turned Instinct Into a Revenue System and Uncovered a $700K Opportunity in Three Months
A $14M regional, private-pay home care company had done something hard. In a crowded, commoditized market, it built a top-five agency in its home metro in about five years, then expanded into a second state through acquisition. Growth came from hustle, speed, and a founder team with strong instincts. Families trusted them because they showed up, and they could staff a hospital discharge faster than competitors twice their age.
But revenue ran on relationships and gut feel. Marketing and sales had never been built to scale the way operations and acquisitions had. With a goal of more than tripling revenue and building a transferable growth engine ahead of a planned exit, leadership knew the next stage couldn’t depend on a handful of people.
The Challenge
The company had plenty of data. It just didn’t live inside a shared framework, so no one could use it to make revenue decisions. Leadership was spending roughly $700K a year on marketing with no way to connect that spend to qualified leads, closed clients, or lifetime value by channel. They could see cost per lead on paid search, but they had no measure of ROASS, the return on all sales and marketing investment.
How the company sold lived in people’s heads. And it wasn’t one process, it was two. The original market ran a phone-first inside sales model. The acquired market ran on relationships built off the back of one person. There was no defined step between a raw lead and a sales-ready one, no visibility into what happened between an inquiry and first contact, and no scorecard anyone trusted.
Our Approach
We put a Fractional CRO in the revenue seat on the leadership team and paired that role with a Director of Revenue to own data, reporting, and pipeline execution. Revenue finally had a dedicated owner at the leadership table, with a single point of accountability for marketing, sales, and the numbers connecting them.
We started by listening. The Revenue System Snapshot and a series of interviews with the CEO, the operations and technology leads, and both sales teams gave us the current state as it actually worked, not as it was assumed to work. We secret-shopped both markets to experience the process from the family’s side.
From there we built the Revenue Cascade® for both sides of the business. On the client side, we mapped the buyer journey: every stage a family moves through from awareness to start of care, and who owns each touchpoint. On the caregiver side, recruiting is the real constraint in home care. We applied the same thinking to the candidate journey and found an immediate leak: a large share of scheduled candidates never showed up to their interview.
We then defined a clear data architecture. The company’s internal data platform became the source of truth for facts, meaning every call, form, and lead is ingested, de-duplicated, and classified in one place. A new CRM architecture was identified as a need so we could create a source of truth for the sales process. With a handle on the data, we then built the company’s first view of ROASS and lifetime value by client. That showed how efficient every dollar was and which channels held the highest lifetime value.
What the Data Revealed
For the first time, leadership could see how revenue actually moves through the business.
- Not all demand was real demand. What looked like a strong volume of inquiries was inflated by calls that were never going to become clients. The true pipeline was smaller and clearer than anyone realized.
- The biggest leak wasn’t where they expected. Marketing channels were bringing in good clients. The larger loss came from new clients who started care and left almost immediately.
- There was money hiding in existing spend. Fixing that early drop-off represents roughly $700K in revenue without spending another dollar on marketing.
- Some clients are worth far more than others. One client segment was worth about twice the average. That gives leadership a clear signal of where to focus marketing and referral relationships.
Early Wins Within Three Months
A Revenue Cascade® for both clients and caregivers, replacing management by feel with stage-by-stage conversion visibility.
The first measure of ROASS and channel-level lifetime value in the company’s history.
A $700K revenue opportunity identified inside existing marketing spend.
A defined data architecture that keeps leadership, sales, and operations looking at the same numbers.
A dedicated CRO seat on the leadership team and a Director of Revenue, giving revenue the same ownership and discipline operations already had.
We are now inspecting close rates across both markets and channel lifetime value to make informed decisions about sales strategy and marketing spend. Next comes documenting and training a single sales playbook, building the pipeline in the CRM, and designing the revenue org chart around the system rather than the other way around.
The Bigger Win
The most important change isn’t a single number. It’s that the leadership team now makes revenue decisions from data they can see and trust, using a system they haven’t had before. The speed and instinct that built the company are now backed by infrastructure that works the same way in every market, no matter who is in the room.
“We knew we were leaving money on the table, we just couldn’t see where. For the first time, we’re making revenue decisions based on what the data actually shows, not on instinct.”
CEO, Multi-Location Home Care Provider
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