Turning Fragmented Local Sales into One Process Across 13 Markets

Otovo is a European residential solar marketplace founded in Oslo in 2016 that makes it easy for homeowners to design, price, and install solar panels through a network of vetted local installers

Their business runs on multi-month, project-based engagements — where sales closes deals with variable delivery timelines, and revenue recognition does not coincide with deal closing dates.

As Otovo expanded regionally, each market developed its own locally defined sales process, creating fragmentation.

1) Fragmented sales processes across markets

Each market developed its own qualification logic, follow-up cadence, and handover rules. This made the sales process hard to repeat, compare, or optimize centrally.

2) Inefficient use of sales capacity

Leads were not contacted or qualified in a consistent and timely manner, leading to wasted sales effort and higher cost of acquisition.

3) No measurable sales performance

The sales funnel lacked clear, standardized KPIs, making it impossible to track conversion rates, identify bottlenecks, or benchmark markets against each other..

1) Unified lead qualification by Pre-Sales

We implemented a unified qualification process executed by the Pre-Sales team, including a clear Time-to-Contact KPI for new leads and a measurable Pre-Sales → Sales handover conversion.

2) Automated follow-up and nurture support

We introduced automated reminder tasks and customer communication to support consistent follow-up and nurturing across defined stages.

3) KPI framework across sales stages

We defined clear KPIs on conversion between sales process milestones, enabling visibility into performance and bottlenecks across markets.