Commercial Workflow Diagnostic
Commercial Workflow Diagnostic
IRIS Hospitality Technology
Helping improve commercial performance through workflow analysis, sales and marketing alignment, CRM optimisation and AI readiness.
About IRIS; IRIS is an established UK hospitality technology company serving more than 200 hotel brands across 120 countries. Its platform enables hotels to deliver digital guest experiences through services including food and beverage ordering, guest information, concierge services and guest communications.
Processing more than three million guest orders annually, the business has experienced sustained growth as demand for digital guest experiences has increased.
Overview
IRIS engaged Twibill Intelligence to review its commercial workflows and identify opportunities to improve sales efficiency, marketing coordination and operational scalability.
The objective was to understand where commercial processes could be strengthened to support more predictable revenue growth and future AI enabled workflows.
The Challenge
As IRIS continued to grow, its commercial processes had evolved alongside the business. While individual teams had established effective ways of working, many processes had developed organically over time rather than as part of a single, integrated commercial operating model.
Leadership recognised an opportunity to strengthen the way sales, marketing and operational workflows worked together. The objective was not simply to improve efficiency, but to create a more consistent and scalable commercial system capable of supporting future growth and AI enabled automation.
Challenges Identified:
Sales and marketing alignment
Lead qualification and handover
CRM governance and data quality
Pipeline visibility and forecasting
Workflow consistency across teams
AI readiness and automation opportunities
Our Approach
Stakeholder Interviews
Reviewed current commercial processes across sales, marketing and leadership.
Root Cause Analysis
Identified the underlying process constraints limiting commercial performance.
Workflow Mapping
Mapped the end to end commercial workflow from lead generation to customer management.
AI Opportunity Review
Assessed where automation and intelligent systems could create measurable value.
Commercial Assessment
Evaluated CRM, lead management, reporting and operational coordination.
Prioritised Roadmap
Developed a practical roadmap focused on the highest impact improvements.
Key Commercial Findings
Sales & Marketing Alignment
Marketing and sales lacked a consistent lead qualification and feedback process.
Pipeline Visibility
Forecasting was limited because sales stages and reporting were not consistently maintained.
Lead Qualification
Lead handover criteria and ownership were inconsistent, allowing opportunities to go cold.
Workflow Consistency
Commercial processes differed between individuals rather than following a documented workflow.
CRM Governance
CRM data quality, pipeline updates and reporting standards varied across the team.
AI Readiness
Existing AI initiatives were fragmented and there were opportunities for higher value workflow automation.
Recommendations
Sales & Marketing Alignment
Define a shared commercial process with clear ownership and feedback loops.
Pipeline Visibility
Implement consistent sales stages and forecasting dashboards.
Lead Qualification
Introduce consistent qualification criteria and structured lead handover.
Workflow Standardisation
Document core commercial workflows to improve consistency and scalability.
CRM Governance
Standardise CRM processes, data quality and reporting disciplines.
AI Roadmap
Prioritise high value automation opportunities supported by a phased implementation plan.
Expected Business Impact
The Commercial Workflow Diagnostic provided IRIS with a structured assessment of its commercial operating model and a prioritised roadmap for improvement. The recommendations were designed to strengthen the business’s ability to scale by improving the way commercial processes, systems and teams worked together.
Ultimately a 15% increase in annual revenue
Improved visibility across the commercial pipeline and sales forecasting
Stronger alignment between sales, marketing and operational teams
More consistent lead qualification and customer handover processes
Improved CRM governance, reporting and data quality
Reduced manual processes through targeted AI and workflow automation
A scalable commercial operating model to support future growth
Interested in a Commercial Workflow Diagnostic?
We help growing businesses identify commercial workflow constraints, prioritise improvements and build practical AI-enabled operating models.
Book an Initial Conversation