Commercial Operations Case Study
Alliance Bus Group
Alliance Bus Group needed a Fractional CRO. What they got was exponential revenue growth.
Modernizing a national sales operation to improve visibility, increase productivity, and drive 40% revenue growth, TechCXO was along for the whole ride.
“TechCXO helped us realign our entire sales operation. The changes touched every level of our process, and the results were immediate and meaningful.”
— Doug Dunn, CEO, Alliance Bus Group
Overview
Alliance Bus Group (ABG) was one of the largest full-service bus dealerships in the U.S., offering everything from small passenger vans to luxury motor coaches. With locations across seven states, ABG served a diverse client base in public and private transportation, education, healthcare, and commercial transit.
As the business grew, leadership recognized that its sales model had not kept pace. Performance varied widely across regions, visibility into pipeline and activity was limited, and leadership lacked confidence in forecasts. ABG needed to evolve from a traditional sales structure to a modern, metrics-driven operation.
Challenges
- A 50-person sales team operating without unified systems or shared KPIs
- Inconsistent performance, inefficient processes, and limited transparency
- Lack of standardized reporting or forecasting tools for executive leadership
- No centralized enablement or onboarding for new reps
Goals
To address these gaps and unlock growth, ABG needed to:
- Standardize processes across the sales organization
- Build clear KPIs and dashboards to measure performance
- Create enablement tools to support onboarding and field execution
- Improve forecast accuracy and leadership visibility into pipeline activity
Solutions
ABG brought in the expertise of TechCXO Partner Matt Oess as a Fractional Chief Revenue Officer / Chief Sales Officer (CRO/CSO) to lead the transformation. Working alongside senior leadership, Matt helped modernize the company’s commercial operations from the ground up.
Together they:
- Assessed the sales structure and identified critical areas for alignment
- Developed a unified sales process with common definitions, stages, and metrics
- Introduced dashboards and reporting tools to improve visibility and forecasting
- Created the company’s first Field Readiness and Success Guide to drive onboarding and consistency
- Retrained the entire sales team to support the new model and drive adoption
As Fractional CRO/CSO, Matt Oess led ABG’s commercial transformation, aligning sales strategy, process, and execution to drive scalable growth.
Fractional CRO/CSO
Matt is a seasoned sales and go-to-market leader with experience transforming sales teams, aligning revenue operations, and delivering scalable growth across sectors.
Outcome
The new sales structure delivered fast results. With better visibility, alignment, and tools in place, ABG saw improved productivity across the sales team and more accurate pipeline forecasting.
In the year following the transformation, the company achieved more than 40% aggregate revenue growth as a direct result of better process execution and performance management.
Sales realignment
Unified processes, improved onboarding, and clear KPIs created a more focused and accountable sales culture.
Revenue impact
ABG saw a 40% increase in revenue following the transformation, driven by improved productivity and operational discipline.
“TechCXO helped us realign our entire sales operation. The changes touched every level of our process, and the results were immediate and meaningful.”
- Doug Dunn CEO, Alliance Bus Group
