Case Study: Lucror
From sales infrastructure to early pipeline for a complex financial product
Client
Lucror is a fixed-income analytics platform used by institutional investment teams to analyse pricing, risk, and relative value in bond markets. The product is technically deep, buyer-sophisticated, and typically sold into senior investment, risk, and portfolio management roles.
Challenge
Lucror is leading player in the credit intelligence space with great sales momentum in Europe, , but there was an opportunity to strengthen how that momentum was supported and scaled.
Two areas stood out:
Sales infrastructure and visibility could be improved to better reflect how deals actually progressed, including clearer pipeline stages, metrics, and reporting
Sales execution for APAC and Middle East market for a complex product requiring a highly deliberate approach, given senior, experienced buyers and long evaluation cycles
The engagement needed to address both sales foundations and execution, in the right sequence.
Objectives
The work was intentionally structured in two phases:
Strengthen sales foundations- Create clarity around pipeline, metrics, and process to support better decision-making
Build APAC pipeline through execution- Run real sales motions to validate messaging, demand, and deal progression with the right buyer profiles
Success was defined by visibility, quality conversations, and real pipeline, not activity alone.
NO BS Approach
Phase 1: Sales foundations
Worked closely with the Head of Sales to refine and structure Salesforce
Defined clear pipeline stages, conversion metrics, and reporting
Built a live sales dashboard covering activity, meetings, pipeline, and progression
Aligned on sales processes so deals could be tracked, reviewed, and prioritised consistently
Phase 2: Sales execution & pipeline building in APAC
Ran targeted LinkedIn outbound focused on senior investment and risk decision-makers in Australia, Singapore, Hong Kong, UAE, Japan and India
Used outbound, events, and direct pitching to create context-rich conversations in partnership with the CEO
Fed live learnings from conversations back into messaging and targeting
Supported deals through active pitching and commercial discussions, not just meeting setting
Outcomes
17 deals added to pipeline with the right buyer profiles
Why This Worked
Sales foundations were strengthened before outbound was scaled
Conversations were anchored in real buyer problems, not product features
Tight feedback loops between CRM, outreach, and deals kept execution focused
The phased approach ensured effort was concentrated where traction was real
