Industry: Health and wellness (specialty supplement distribution)
Company size: Growth-stage, 50–200 employees
Role: Senior Director of Wholesale & RevOps
Engagement type: Internal operator / consulting hybrid
The Problem
A health and wellness brand had a wholesale distribution channel that was underperforming relative to its market potential. The team was small — two people covering the entire wholesale function — and outbound activity was minimal. There was no structured GTM motion, no demand generation, and no repeatable system for acquiring or growing wholesale accounts.
The revenue and growth were there for the taking. The infrastructure to capture it was not.
The Approach
Rather than hiring into the problem, the focus was on leverage: building systems and sequences that let two people operate like a team of ten.
Outbound sales motion
- Built a structured outbound sequence using a combination of cold outreach tools and AI-assisted personalization
- Created practitioner-facing educational content to warm accounts and support account management
- Implemented sequencing and follow-up automation that increased outbound activity 9x year-over-year without adding headcount
Demand generation and lifecycle marketing
- Developed a full-funnel content and campaign strategy from scratch: educational resources, offer sequencing, a webinar series for both existing account retention and net-new demand generation
- Created a "flywheel" model where resources built for one purpose (practitioner education) were repurposed into demand generation campaigns
Pricing and packaging
- Audited account tier structure and identified pricing gaps that were depressing average order value
- Redesigned packaging and pricing to increase Average Order Value (AOV) by 19% without losing accounts
Visibility and process
- Built a full-funnel CRM view of wholesale pipeline, activity, and account health
- Created a demand forecasting model and KPI framework visible to leadership
The Results
| Metric | Before | After | Change |
|---|---|---|---|
| Wholesale channel revenue | Baseline | $2.3MM | +39% YoY |
| Outbound sales activity | Baseline | 9x baseline | +800% YoY |
| Average Order Value (AOV) | Baseline | $2,065 | +19% YoY |
| Team size | 2 | 2 | No headcount added |
39% revenue growth with zero headcount growth. The entire improvement came from systems, sequences, and positioning — not people.
What Made It Work
The breakthrough was treating wholesale distribution like a structured sales motion — with pipeline stages, sequences, content, and measurement — instead of a relationship-driven activity with no visibility.
The webinar series was unexpectedly high-impact. Practitioners who attended were significantly more likely to expand orders. Educational content that built practitioner confidence in recommending the product drove retention and expansion revenue without any direct sales involvement.
What This Looks Like for Your Business
If you have a distribution channel, a reseller program, or a wholesale arm that's running on relationship management alone, there's a repeatable playbook for making it a structured growth engine. The ceiling is usually not your market — it's the absence of process.