Infocomm Software ignites its sales engine with Morphability

Infocomm Software, a market leader in logistics software, faced inconsistent, unpredictable sales and found it challenging to build a successful internal sales team.

Determined to elevate their operations and implement a growth-focused strategy, they partnered with Morphability to implement a structured sales and marketing engine. The result? Growth of 15-20% in just nine months, which instilled a new level of confidence and strategic clarity across the entire organisation.

Introduction

For over three decades, Infocomm Software has been a key player in the Australian logistics industry. The company provides sophisticated, customised software solutions that streamline operations for businesses in transport, warehousing, and manufacturing. While technically proficient and proud of their product, founder and CEO Louie Kouvelas found that being the ‘best-kept secret’ in the industry wasn't a sustainable model for growth. With a desire to scale and a vision for the future, Infocomm needed a way to build a reliable and effective sales engine.

The problem

Infocomm’s journey with sales was a cycle of frustration. Attempts to hire salespeople were often erratic, with new hires either moving on or their sales methods not aligning with Infocomm’s approach. This led Louie to wear the salesperson hat himself, a common trap for hands-on business owners.

Juggling the responsibilities of running a business with the demands of sales proved unsustainable. This resulted in several key pain points:

• Inconsistent sales: Revenue was inconsistent, with long periods of drought followed by a sudden influx of opportunities. This unpredictability made it impossible to plan for future growth, hire new staff, or invest confidently in the business.

• Undefined sales process: Without a formal sales process or a full pipeline, there was no system for nurturing leads or following up consistently. Opportunities were often lost simply because day-to-day business pressures took precedence.

• Scarcity mentality: The team felt the pressure of every single lead. Losing a potential deal felt like a major setback, creating a high-stress environment that stifled a positive, growth-oriented mindset.

• Lack of shared accountability: While the business's direction often relied on Louie's leadership, this created a clear opportunity to build a more empowered team, ready to share the journey and decision-making for greater collective success.

  
  

Louie knew something had to change. The turning point came when he attended an IT conference and heard Morphability's Creator of Opportunities, Aaron Smith, speak. Every word resonated with the challenges Infocomm was facing. Louie approached him immediately, an action that set a new course for his company.

"Previously , it felt like the whole world was on my shoulders. Every decision came back to me. Now, I feel empowered by a much stronger, more accountable team, knowing we're all in this together."

- Louie Kouvelas, Founder & CEO, Infocomm Software

The solution

Infocomm began its partnership with Morphability, pairing Louie with business growth consultant, Brendan Rose. Recognising that Infocomm was operationally sound and ready for growth, Morphability focused on building a robust sales engine from the ground up.

"The process was detailed and began well before hiring a business development manager. Morphability played a key role in establishing a foundational structure, which included defining the target client, creating a sales and marketing plan, and setting up processes for tracking opportunities."

- Louie Kouvelas, Founder & CEO, Infocomm Software

The solution was a multi-faceted, structured approach:

1. Building the foundation first: Instead of rushing to hire another salesperson, Morphability focused on creating the policies, procedures, and a marketing strategy that would support a new hire. This included defining what the sales funnel should look like, how to build a marketing presence beyond just a website, and what processes would ensure consistent lead nurturing.

2. Hiring the right person: With a clear structure and job description in place, Morphability assisted in the recruitment process. When the right candidate came along, both Louie and Brendan knew instantly he was the perfect fit for the role and the company culture.

3. Implementing external accountability: Brendan began facilitating Infocomm's weekly leadership and sales meetings. His external perspective was crucial. Where the internal team might have let deadlines slide due to empathy for each other's workloads, Brendan provided objective accountability, ensuring goals and quarterly priorities (or ‘rocks’) were met. This disciplined approach lifted the entire team's performance.

4. Creating a unified team: The weekly coaching sessions and structured meetings created a sense of unity and shared purpose. The leadership team felt re-energised, with a clear understanding of the company's direction and their role in achieving it. This excitement filtered down through the entire organisation.

Results

The partnership with Morphability has been transformative for Infocomm, producing tangible results and a profound cultural shift. The ‘best thing since sliced bread’, as Louie describes it, has moved the dial in several key areas:

• Impressive business growth: In the first nine months of the new BDM being on board, Infocomm achieved 15-20% business growth, landing three significant, ‘sweet spot’ clients.

• A healthy sales funnel: The sales pipeline is now consistently full, with a remarkable 500% in just 10 months.[LS1] [LS2]  The company has shifted from a ‘scarcity mentality’ to an ‘abundance mindset’, where they can confidently pursue deals that are the right fit.

• Increased team engagement and satisfaction: The entire team is more engaged and excited. They have a clear vision of the company's growth trajectory and feel a greater sense of ownership and accountability.

• Empowered leadership: Louie now feels supported and confident in his business journey. He has a strong leadership team and a trusted partner in Morphability to share the journey's challenges and celebrate its successes.

"One of the major benefits of partnering with Morphability? The honest answer is you’re not alone. You’ve now got a greater team that has your back. They are truly part of the team. When you land a sale, they are celebrating as hard as you are."

- Louie Kouvelas, Founder & CEO, Infocomm Software

Conclusion

The partnership between Infocomm Software and Morphability demonstrates the power of a structured approach to sales and the value of external expertise. By building a solid foundation and implementing a culture of accountability, Infocomm has transformed its inconsistent sales efforts into a predictable, scalable growth engine.

The success has been so profound that Louie has extended Morphability's services to his second business, Discover, confident that the same principles will drive its growth. For any business owner feeling stuck in a growth rut, Infocomm's story is a testament to what's possible when you're ready to commit to the journey and partner with the right people.

"The partnership has worked because Infocomm was operationally ready and possessed the right mindset for growth. Our holistic view allowed us to build on their strengths and quickly implement a sales strategy that delivered results."

- Brendan Rose, Business Growth Consultant, Morphability