AT A GLANCE
Customer: Future Family
Industry: Fintech / Fertility Care Financing
Team Size: ~20
Challenge: Poor pipeline management, lack of reporting, inefficient outreach workflows
Engagement Type: Full-Service Growth Partnership
Solution: Pipeline overhaul, new lifecycle stages, reporting and forecasting dashboards, automated workflows
Impact: Increased loan conversions, faster meetings, better lead management, and improved team confidence
The Context
Fragmented sales processes and poor data limiting conversions
Future Family provides financing and insurance solutions for fertility treatments, including IVF and egg freezing. The company aim is to remove financial barriers and expand access to fertility care.
In late 2024, as Future Family expanded, Amanda Devlin (Chief Revenue Officer) took over the revenue side of the business. She quickly identified major operational gaps: poor pipeline management, minimal reporting capabilities, and inefficient sales processes.
The company’s internal RevOps lead had recently exited, leaving a significant skills gap. Manual workflows and fragmented data made it nearly impossible to manage the funnel effectively or forecast revenue. Sales reps lacked visibility into lead stages and had no consistent communication or follow-up process.
Future Family needed more than a tactical resource—they required a strategic partner who could rethink their entire revenue operation, implement best practices, and help the team become data-driven.
The Challenge
Gaps in Process, Reporting, and Pipeline Visibility
When Amanda stepped into her role, the revenue team had no clear system for managing the sales funnel or tracking key metrics. The existing Salesforce instance was underutilized, lifecycle stages were unclear, and reps had no proactive outreach cadences.
The lack of data and strategy made it difficult to onboard new account executives (AEs), measure performance, or identify pipeline bottlenecks. Prior attempts to manage the sales process relied on manual workarounds and reactive problem-solving.
Key issues
No pipeline management system: Leads were entered as open opportunities without qualification
Outdated lifecycle stages: No clear progression or lead nurturing workflow
Limited reporting: Minimal visibility into pipeline health, conversion rates, or AE activity
No proactive outreach: AEs relied solely on passive email communications
Data silos: No reporting on conversion metrics or campaign engagement
Previous RevOps leader exit: No internal resource to lead strategic improvements
The Iceberg Approach
Redesign pipeline strategy, implement scalable processes, and proactive reporting
Future Family partnered with Iceberg to not only fill a resource gap but to rethink their revenue systems from the ground up. Iceberg brought both strategic leadership and tactical execution—developing processes, surfacing the right data, and designing a scalable system that empowered the team to track performance, optimize campaigns, and confidently onboard new AEs.
What we delivered:
Strategic Partnership & Change Management
- Designed workflows that aligned with business goals and enabled performance tracking
- Supported change management as new processes and lifecycle stages were rolled out
- Trained leadership and team members to improve Salesforce fluency and reporting literacy
Salesforce & Pipeline Overhaul
- Launched new lifecycle stages to reflect lead progression and qualification
- Shifted initial lead intake from opportunity to lead status for clearer pipeline visibility
- Implemented dashboards for each AE to track leads, timelines, and stages
Workflow Automation & Outreach
- Introduced proactive AE outreach cadences, including phone, text, and email
- Created automated follow-ups for leads aging past 30 days (previously auto-closed without engagement)
- Updated communications to drive meeting bookings and reduce time to close
Reporting & Data Visibility
- Built conversion metrics dashboards and reports that provide visibility into AE performance and campaign engagement
- Replaced manual workarounds with consistent, actionable data for both day-to-day decision-making and leadership reporting
- Improved visibility into lead health, activity, and loan conversion rates, enabling faster optimization
The Results
A scalable revenue engine driving improved conversions and team confidence
Iceberg’s engagement delivered measurable improvements across revenue operations. Sales and marketing gained new tools to track, manage, and optimize pipeline activity. Amanda and her team now have confidence not only in the numbers, but in the strategy behind them. The scalable system enables proactive management, faster conversion, and supports onboarding as the sales team grows.
KEY WINS
65% increase in loan conversions between Q4 and Q1
Time to meeting cut in half with average dropping from 5 to 2.5 days
AE meeting volume more than tripled from ~3 to 10+ per day after overhauling Salesforce workflows, automating outreach, and aligning pipeline stages with business goals
Faster deal cycles—proactive outreach capability boosted bookings and velocity
Dramatically improved visibility with enhanced lifecycle management and reporting
21% increase in clinic referrals as a result of better communication and campaign tracking
Confidence in AE onboarding with improved dashboards and lifecycle stages
Accurate, actionable reporting allows leadership and board to see the true state of the funnel
