Learn how Fluid Truck went from 6x revenue explosion to sales chaos, then engineered a 67% YoY growth surge while their COO finally got to be a COO. Discover the 24-month blueprint that turned a scattered sales force into a powerhouse and doubled their market reach.

About Fluid Truck

Fluid Truck is transforming the truck rental industry, helping businesses rent commercial vehicles with just a tap in their app. With over 100,000 users across 400 cities, Fluid Truck makes it easy to get the right vehicle for the job, 24/7/365. 

In 2020, Fluid Truck saw explosive 6x revenue growth as they expanded to 9 new markets nationwide. This momentum continued in 2021 with a $63 million Series A funding round led by Bison Capital. Major partnerships with Amazon, FedEx, and Ikea followed.

Fluid Truck was on a rocket ship - but could their sales organization keep pace?

The Challenge: Scaling Sales Amidst Hypergrowth

With fresh funding in hand, Fluid Truck faced immense pressure to scale every facet of the business:

• Expand the vehicle fleet and launch in dozens of new markets

• Double the size of the sales team to nearly 60 reps

• Hire and onboard 30 new employees in a single month

In addition, Fluid’s COO, Leo Amigoni, managed both sales and operations. Spread thin and stuck in the weeds with sales tasks, he struggled to prioritize scaling operations. The distributed nature of the sales team, with reps spread out solo in markets across the country, presented additional hurdles.

Red flags in their sales organization began to emerge 🚩

• Inefficient sales meetings lacking focus

• No standardized sales process or documentation

• Lack of a consistent hiring and ineffective on-boarding strategy

• Minimal accountability and coaching for distributed sales workforce

• Siloed knowledge with no mechanism for sharing best practices and “winning sales plays” across markets

Fluid Truck needed to get its sales machine running smoothly - and fast. In April 2021, they brought in Pitch Lab to help extract the COO from day-to-day sales management and install a scalable process to support the next phase of growth.

The Solution: Optimizing Sales Foundations

Over a 24-month engagement, concluding early 2023, the Pitch Lab team worked closely with Fluid Truck leadership to transform the sales organization from the ground up:

Define the Sales Process

• Developed comprehensive sales playbook with an optimized sales process to drive consistency across markets

• Established a clear sales org structure with regional managers responsible for a team of 10 sales reps max

• Recommended new roles in customer success and account management to allow reps to focus on selling and cut down on distractions that hindered new market growth

Invest in the Sales Team

• Built out robust hiring process with structured interviews focused on hiring for behaviors like autonomy, drive, and intrinsic motivation

• Conducted weekly training for regional managers focused on core skills to create a humane culture of accountability (including 1-on-1s, feedback, coaching, and delegation)

• Delivered monthly sales training sessions via Zoom to uplevel rep performance and win rates

• Rolled out leadership and soft skills training for the broader org

By systematically optimizing and documenting core processes, Pitch Lab helped Fluid Truck build the foundation for a high-performing, quickly scaling sales machine.

The Results: Accelerated Growth With Stronger Sales Talent

With scalable processes in place, Fluid Truck's sales team began firing on all cylinders:

• Grew revenue from 67% YoY

• Doubled their number of markets nationwide

• Retained 100% of the regional sales manager team over a 16 month period

• Improved ability to effectively hire high performing salespeople

• Diversified their client base, reducing dependency on their top 2 clients

Most importantly, their COO was able to fully step back from sales, confident that the team could continue executing against a clearly defined playbook.

What Fluid Truck Says About Pitch Lab:

“As a young leader thrust into Head of Sales at a fast-growing startup, I wouldn’t have made it without Jay Mays by my side. He helped me completely transform my leadership practices and regional management team through engaging teaching and consulting. Over two years, Jay’s lessons reduced turnover by improving hiring and instituted accountability through 1-on-1s with S.M.A.R.T. goals and targeted feedback. He truly helped us grow in ways you can’t put a price on.”

– Zach Babishkin., Head of Sales @ Fluid Truck

Jay is an absolute one-of-a-kind in the sales training world. He is kind, empathetic, and most of all authentic. I worked directly with Jay or over a year and he taught me how to be a more effective manager, a more effective interviewer, and find the right salesperson for the job I was filling.

— Blake Spencer, GM @ Fluid Truck

“With the real-life examples and open discussion that Jay invites during his training sessions, it is hard to leave without being challenged in becoming a better leader. I highly encourage any person who is currently in or pursuing a role of sales leadership to attend every session that they can.”

— Sabrina Viera, Product Manger @ Fluid Truck

Want to Learn More? 

If this case study resonated with you, here’s 3 possible next steps for you:

1. Check out our Sales Training for salespeople and sales managers

2. Read this follow up blog about Lessons Learned from Scaling a Distributed Sales Team

3. Let’s chat to find out more how Pitch Lab can help your sales organization differentiate from the competition, build stronger connections and win more deals. Truck Yeah!