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An online music academy offering Indian classical music faced growth stagnation with 50 new students per month, primarily driven by organic search and word of mouth. The challenge was to develop a robust sales and marketing strategy to enhance reach and sales, and improve team efficiency. The result was an established marketing engine, a scaled & efficient team and a 5X increase in revenue.
As the first mover in offering structured online Indian classical music lessons, the academy targeted Indian music enthusiasts, particularly the diaspora. While the client had a strong organic presence, it had not fully tapped into the overseas market, particularly parents of children without access to good Indian music tutors.
Sales Performance: Inefficient lead distribution and inadequate follow-up led to lost opportunities. There was no structured sales funnel or metrics beyond monthly targets.
Marketing Reach: Limited to social media, the academy lacked a defined customer profile, a marketing plan, and a channel strategy.
Market Research: Identified three customer segments: young children, professionals, and the Indian diaspora. Surveys and data analysis revealed key motivations and decision-making factors.
Development of Marketing Engine: Established a marketing funnel with defined stages, channels (social media, email, performance marketing), and metrics. Tools like CRM, analytics, and email marketing platforms were implemented.
Sales Strategy: Regional and timezone-specific sales teams with conversion targets were introduced. A dedicated team for re-sales was formed to reduce dropout rates. CRM automation and WhatsApp marketing were employed for scalability and personalization.
Team Efficiency: Documented processes and implemented training and continuous skill development.
