Ref: IMD-7-2008

Case study

Reference: IMD-7-2008

Order this case study

Sales process reengineering at Robin

Dominique Turpin

By Professor Dominique TurpinDominique Turpin, Martin S. Roth and Douglas Quackenbos

Robin is a B2B technology (SaaS) startup, founded in Boston, MA in 2014, that develops and sells workplace software products designed to help companies manage meeting room scheduling.

In March 2016, following a period of underperforming sales results, Sam Dunn, sales leader and co-founder of Robin, realizes that he must make changes to the sales area if he is to achieve Robin’s sales targets and meet the expectations of the company’s venture capitalists.

In two months’ time, Dunn will pitch to the investors for Series A funding. His dilemma is clear; the current sales results do not show the required “repeatability and scalability” required to convince the investors. Dunn realizes he must design and present a reworked sales process. This “re-engineering” exercise prompts him to also question if he has the right team in place to implement a possible “new and improved” process.

Learning Objective

The case explores the challenges that an internet-based B2B technology startup faces when designing and staffing a successful and scalable sales process. It allows the participant to contemplate and better understand the importance of:

  • Marketing material development and deployment
  • Sales process, roles and performance
  • Obtaining continuing financing (B2B technology startups)
  • Emerging technology in technology sales
March 2016
TypeField Research
Related materialTeaching note
Order this case study

Reference: IMD-7-2008

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.


Information Center for additional information on IMD publications

Case study

Reference: IMD-7-2008

Order this case study
Looking for something specific?

Keep reading

Back to top