How CLA Scaled New Business Growth Across 130+ Offices with LinkedIn Sales Navigator
SUCCESS STORY
This case study highlights the impact of CLA’s deployment of LinkedIn Sales Navigator to enhance lead generation, sales growth, and client retention.
THE CHALLENGE
For over a decade, Brendan Kurvers has been a key leader of innovation for growth at CLA. As one of the leaders of CLA’s MarTech team, he is tasked with bringing together the voice of the business to the solution stack, deploying technology in the business workflow and driving adoption.
CLA had an impeccable record for retention and growth within existing accounts, however, building consistency and muscle around net new client growth was a growing area of opportunity for the business. The firm was challenged to find its focus towards proactive sales growth.
THE SOLUTION
In 2024, Kurvers — with the support of a robust technology solutions and marketing team — led an initiative to integrate LinkedIn Sales Navigator as a critical tool for identifying and engaging potential clients and driving client relationships.
By leveraging Sales Navigator's sophisticated targeting features, CLA could efficiently map and track prospective clients within key industries, drive pipeline forward and build deeper relationships with existing clients.
THE IMPLEMENTATION
The team coordinated across three core business areas to drive implementation and adoption.
Business Deployment owned the technology stack implementation, including integration with Microsoft Dynamics 365. This included integration with CRM, client intelligence platforms, proposal tools and accountability dashboards, saving time on data entry through automation.
Solutions was responsible for bringing tools to the user and enabling behavior to promote adoption and business impact through case studies, training and playbooks.
The sales funnel was managed by using personas and profiles to connect the dots across data sources to better understand leads and contacts, which ultimately boosted ROI and automated campaigns to serve relevant content based on where the person in in the journey.
THE PLAYBOOK
Kurvers and team built the implementation playbook, leveraging collaboration and a strong foundation of training and adoption principles.
Developed workflows that met users where they are: The team built the tech stack to enhance existing ways of work. This included integration into existing tools to reduce data entry.
Found champions through power users: A cohort of 200 key team members were identified and trained in-person over two days. The training emphasized the “why” behind Sales Navigator's role in CLA’s business growth, focusing on fostering an “activator” mindset—encouraging employees to step outside their comfort zone and proactively use SN for prospecting.
Drove business wide training alignment, supported by leadership: The implementation team organized a robust training roadshow, training 1500+ client relationship leaders over 6 months across 130+ offices. The sessions provided real-life use cases through power user voices. The foundation of training included the connection to CLA’s core values, and how Sales Navigator could help CLA “know our clients exceptionally well and live the CLA promise.”
THE RESULTS
The integration of LinkedIn Sales Navigator in 2024 delivered immediate and sustained impact
Enhanced Lead Generation: CLA has been able to target clients with precision, using filters and the ability to connect directly through LinkedIn. Sales Navigator allows the team to quickly identify potential clients, saving time on data entry and giving them the power to prioritize their outreach.
Increased Collaboration: Tapping into CLA’s network of 9,000 professionals across industries, teams shared connections and knowledge — making it easier to leverage internal relationships for new business opportunities.
Continuous Improvement: The ongoing training has led to feedback and learning, which has been continuously integrated into the growth roadmap.
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“When we started rolling out LI Sales Navigator in 2024, something really interesting happened. When you are an omni-channel and multi-faceted professional services firm like CLA, we touch every industry in the country and the world.… Finding those hidden allies with the click of a few buttons – that has really changed the game.”
Brendan KurversPrincipal , CliftonLarsonAllen LLP -
“Sales Navigator isn’t just a targeting tool, it’s a client retention tool, giving you real time information.”
Brendan KurversPrincipal , CliftonLarsonAllen LLP -
“Sales Navigator has helped change the notion of lead generation at CLA. At a click of a button, you don’t have any data entry. Now your lead is sitting right there in the pipeline.”
Brendan KurversPrincipal , CliftonLarsonAllen LLP
Conclusion
CLA’s successful rollout of Sales Navigator was driven by thoughtful technology implementation, comprehensive training and strong leadership alignment. This strategic integration has not only enhanced immediate results but also set a foundation for continued growth and client retention.
INDUSTRY
Accounting
No. OF EMPLOYEES:
5,001 - 10,000
HEADQUARTERS
Glendora, USA
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