Sales teams can work hard and still fall short. That was the challenge facing Supra National Express, a California-based logistics and transportation provider. Despite effort from their outbound sales reps, deals weren't closing, timelines stretched endlessly, and leadership couldn't identify why.
They needed clarity, structure, and results. That's when Supra turned to KSW Solutions.
The Challenge: An Underperforming Sales Function
Supra's outbound sales team was underperforming, but the reasons weren't clear. Leadership struggled to answer fundamental questions:
- Was the problem with individual salespeople?
- Was the sales strategy ineffective?
- Or was the entire structure holding the team back?
What they knew for certain: opportunities were being lost, and the existing sales process wasn't working.
The KSW Solution: Fractional VP Sales Leadership
KSW Solutions stepped in as a Fractional VP Sales, embedding directly into Supra's operations to diagnose issues and rebuild sales from the ground up.
We focused on six key areas:
- Enhanced Team Management — creating accountability, KPIs, and performance oversight
- Sales Training & Development — coaching reps to sharpen skills and build confidence
- Pipeline Management — installing a disciplined approach to tracking and advancing deals
- Team Structure & Strategy — aligning roles and goals to support growth
- Market Entry Strategy — defining a clear roadmap for both short- and long-term expansion
- Systematic Guidelines — building repeatable processes so salespeople could focus on selling, not guesswork
The Results: Faster Deals, Stronger Process
The impact was immediate:
- More Wins — sales reps began closing significantly more deals
- Faster Closes — time-to-close shrank, speeding up revenue cycles
- A Real Sales Process — Supra now had a structured system leadership could monitor, optimize, and scale
- Empowered Salespeople — with training and support, the team had the tools to succeed sustainably
The Takeaway
For Supra, the transformation wasn't just about more deals — it was about building a system that works. KSW Solutions didn't simply manage a sales team; we created a sustainable sales function that delivers results quarter after quarter.
If your sales team is working but not winning, the problem isn't effort — it's structure. With Fractional VP Sales leadership, you can unlock the systems, strategy, and accountability that drive measurable growth.
Results
- More Wins — sales reps began closing significantly more deals
- Faster Closes — time-to-close shrank, speeding up revenue cycles
- A Real Sales Process — a structured system leadership could monitor, optimize, and scale
- Empowered Salespeople — training and support gave the team tools to succeed sustainably
★★★★★
“Thank you for your thorough analysis and insights into our sales team's performance. Your findings are insightful … and I appreciate the depth of your investigation.”
Humberto Linares
Director of Business Development, Supra National Express