Apify lifts win rates by 130% with a buyer-centric sales process

Apify (apify.com) is a Prague-based web scraping and automation platform that extracts structured data from any website or automates any workflow on the web. With 200k+ users, 15,000+ recurring customers, and a marketplace of 7,000+ ‘Actors,’ the company generated ~€12.3M revenue in 2024 (€25-27M expected revenue in 2025), and raised €2.8M in 2024 to accelerate growth. We partnered to run a sales audit and, based on its findings, redesign and operationalize the sales process in HubSpot.

Apify's main challenges:

• Activity-based selling with no buyer milestones or method. Missing stage-based process and embedded qualification.
  
  
• Immature sales process. Win rate sat at ~20%
  
  
• Need for structured sales and a transparent sales department. Missing processes, visibility, and control.

Solutions by SALESDOCk:

Audit & diagnosis (June–July 2024)

We ran a full “State of Sales” review across GTM, processes, data model and team performance, highlighting the need for a buyer-centric, milestone-based process, MEDDPICC-style qualification, and stronger pipeline hygiene and analytics.

Buyer-centric process design & HubSpot implementation (Aug–Sep 2024)

We designed separate pipelines for different motions and implemented a milestone-based deal process with MEDDPICC in HubSpot (stages, exit criteria, dashboards).
We documented the process in an Apify Sales Process Playbook—including stage goals, exit criteria, discovery/validation tools—so the team lead could coach and reps could execute consistently.

Weekly pipeline & deal reviews (Sep 2024–Jan 2025)

We re-allocated all active opportunities into the new pipelines and established a weekly operating rhythm: stage health checks, next-step commitments—turning the process into day-to-day management.

Value Framework workshop (Feb 2025)

To deepen discovery and executive alignment, we delivered a Value Framework workshop (before/after state, business metrics, required capabilities).

Reinforcement & coaching (Feb–Jun 2025)

We continued weekly deal reviews to reinforce value-based selling, MEDDPICC hygiene, and clear mutual action plans—keeping the process tight and measurable. 

Outcomes:

• Win rate improved from a ~20% in H1 ’24 to 46% in H1 ’25.
• Unified process & language: AEs and managers coach and inspect deals using the same definitions.