Case Study: The Sales Engine Unleashed BillboardHub’s Transformation

The Challenge: When Growth Outpaces Process

BillboardHub, founded by Guillaume Ross, is reshaping billboard advertising by aggregating inventory from independent owners across Canada. The model was working — demand surged — but manual, spreadsheet-driven processes were holding them back.

Each advertiser request could span dozens of billboards and vendors. The sales team spent hours on back-and-forth confirmations, availability checks, and document generation. Deals bottlenecked, errors crept in, and growth stalled.

The Vision: Building a Sales “Central Nervous System”

BillboardHub partnered with NorthBound Advisory to transform their sales process into a scalable, automated growth engine. The goals were clear:

• Consistency – Standardize product definitions and pricing for error-free quotes.
• Empowerment – Give sales reps intuitive tools that eliminate friction.
• Visibility – Gain real-time insight into every deal’s status.
• Automation – Free the team from repetitive tasks like confirmations and document generation.
• Integration – Connect vendors, customers, and internal systems in one seamless flow.

The Transformation: From Spreadsheets to Smart Automation

NorthBound Advisory tackled the foundation first: a data deep clean. Using AI-driven processes, they converted hundreds of inconsistent pricing rows into a standardized product catalog with unique SKUs for every billboard. This became the bedrock of accurate quoting.

Then came the automation engine. Unlike any native platform, this custom system dynamically:

• Identifies all vendors tied to a deal.
• Generates tailored quotes for customers and distinct purchase requests for each vendor.
• Optimizes vendor POs to show billboard details and their net earnings.
• Dispatches documents automatically via email and SMS for approval.
• Collects responses, flagging only the exceptions for sales team review.

What once took hours of manual effort now flows automatically, with precision and zero missed steps.

The Impact: Time Saved, Growth Unlocked

The transformation was immediate:

• Sales Time Savings – Deals now move from hours of effort to minutes of action.
• Effortless Efficiency – Reps advance deals with drag-and-drop simplicity.
• Predictable Growth – Live dashboards provide accurate pipeline forecasting.
• Maximized ROI – Automation compounds efficiency gains across every deal.
• Centralized Communication – Every call, email, and SMS is logged in one hub.

“NorthBound Advisory didn’t just implement a few softwares; they re-engineered our operational DNA. We’re now agile, precise, and finally ready to scale. This was a no-brainer investment that lets us focus on growth.”

— Guillaume Ross, Founder of BillboardHub

The Takeaway

BillboardHub’s story proves you don’t need more headcount to scale — you need smarter systems. With the right data foundation and automation, even complex, multi-vendor sales processes can run like a true growth engine.

Is your sales process slowing you down? Let’s build your engine. Contact NorthBound Advisory today.