Start With a Free Sales Funnel Consultation
INDUSTRY: Simulation and Digital Twin Software Consulting
CHALLENGE: Complex, custom engagements across a dozen industries made a teachable sales process hard to build and harder to scale across 80 remote engineers.
RESULTS: Funnel Clarity rebuilt SimWell's sales process around buyer behavior, unified 80 remote engineers under a shared deal language, and introduced an expansion framework to grow existing accounts.
SERVICES: Consultative Selling Training, Sales Process Redesign, Metrics & Incentive Structure, Expansion Pursuit Framework, Coaching & Deal Inspection
Most sales training assumes you can repeat the same pitch twice. SimWell's challenge is far more complex than that.
They build digital twins for railroads, manufacturers, large national beverage producers, and government defense contractors. Their value is real and significant, but it changes shape depending on the client, the industry, and the problem being solved. Communicating that value consistently, and building a sales process around it, is where things become difficult.
That is what Funnel Clarity was brought in to fix.
Jon Santavy, SimWell's Managing Partner, knew what he was looking for. He had evaluated the major programs and moved past them, searching for something built around the complexity of SimWell's sale, not a one-size-fits-all framework.
SimWell already had a HubSpot sales process in place when they came to Funnel Clarity. Working through it alongside Co-founders Tom Snyder and Jill Ulvestad revealed gaps that had not been visible from the inside. "I realized what we had was not sufficient," Jon said.
Beneath the missing process were compounding problems. SimWell operates with roughly 80 engineers distributed across the globe, working entirely remotely. Without a shared sales framework, those 80 people were describing deals in a myriad of different ways. There was no common language for deal stages, no way to diagnose why deals stalled, and no account expansion strategy. The distance between team members made alignment harder. The absence of shared language made it harder still.
These gaps were costing real business. After completing a successful engagement at one plant within a large national client network, SimWell's engineers moved on. Eleven more plants in that same network went unpursued. Not from indifference, but because recognizing and acting on that kind of opportunity simply was not part of the process.
For an engineering team already skeptical of anything that smells like sales hype, the research foundation mattered.
The engagement did not begin and end with a training event. Over two years it grew as each layer of work revealed what was needed next:
That last point deserves emphasis. Jon is candid that adoption was slower without coaching in place from the start. Looking back, he would have launched coaching alongside the initial training rather than sequentially. It is a lesson that speaks directly to why the engagement has continued to deepen: the coaching layer is not an add-on, it is what makes everything else stick.
At the center of all of it is a philosophical shift. Funnel Clarity's methodology is built around what the customer does, not what the seller assumes. Deal stages are validated by buyer behavior and evidence, not by how the seller feels about where things stand. For SimWell, that reorientation changed not just their process but how their team thinks about every conversation.
80 people. Every time zone. One shared language.
The most concrete change Jon points to is also the most foundational. Before Funnel Clarity, 80 globally distributed team members described deals nearly as many different ways. That ambiguity slowed deal progression, created misalignment in pipeline reviews, and made it difficult to support reps effectively across time zones.
"We now have a shared language to talk about deals and where they are in the process. Having that shared understanding saves a lot of time and alignment across the organization. And it helped us on the customer side too because we have a lot more clarity on what our next step actually is."
— Jon, Managing Partner, SimWell
Today the sales process is Jon's daily diagnostic. When a deal stalls, he works through the framework with the rep. The answer is almost always in the same place: something was skipped. That kind of clarity reduces wasted cycles and gives the team a consistent, repeatable way to get deals moving again.
On the expansion side, engineers are now trained to look for growth signals within active accounts rather than delivering and moving on. The eleven plants that once went unnoticed represent the kind of revenue opportunity SimWell is now equipped to pursue.
The relationship itself reflects the results. What started as a request for basic sales training has grown over two years into what is becoming SimWell's largest and most comprehensive engagement with Funnel Clarity to date.
If your company's value is real but difficult to communicate consistently across different industries, buyers, and contexts, SimWell's story is worth understanding.
Jon's advice to anyone making the decision: "If you want to do this the right way, work with Tom and Jill."
