Concord Language Institute — Lead Generation & Sales Enablement (KSA)
Helped an established Saudi English-language institute build a measurable lead-to-enrollment system by fixing tracking, structuring sales follow-up, and opening two new audience segments.
Tracking gaps, inconsistent sales follow-up, and narrow audience targeting
Three connected issues were limiting growth. Conversion tracking was not configured correctly, so campaign performance could not be measured against reliable enrollment signals. The team handling inbound WhatsApp leads and calls had no consistent call structure, objection-handling framework, or follow-up process, which meant many leads were not progressing to enrollment. Audience targeting was also concentrated on adults aged 30+, leaving two sizeable segments underdeveloped.
The ad campaign was only half of the sales journey
In a service business where the sales cycle closes over WhatsApp and phone, media buying is only one part of the system. The bigger constraint was what happened after a lead arrived.
Tracking, sales enablement, and audience expansion in one system
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