Case
Study
Charlie HR
Overview
CharlieHR helps small UK businesses automate HR workflows with simple, intuitive software. With tens of thousands of users and ambitious growth targets, the company recognised that scaling its commercial engine required smarter use of data, technology and process design — not just more activity.
Before partnering with Air Marketing, CharlieHR’s internal sales function was relatively new and limited in capacity. The team needed to accelerate new business performance while protecting the high-quality buyer experience that underpins its brand reputation.
TIMI OLOTU
Chief Revenue Officer, CharlieHR
Before we worked with Air Marketing on revenue operations, we’d tried several other outsourced options – our work with Air Marketing is the only one that has contributed directly to improved new business performance. The team is both very receptive to feedback and proactive about sharing their suggestions, so there’s a strong two-way flow of ideas for improvement, which is necessary when you’re pursuing ambitious goals.
THE CHALLENGE...
CharlieHR serves a market where:
– Deal volumes must be high,
– Average MRR is comparatively low, and
– Sales efficiency directly impacts unit economics.
There wasn’t enough in-house bandwidth to design, implement and scale a commercial engine that balanced efficiency with a strong buyer experience. The organisation needed both capability and capacity — deep technical execution plus strategic alignment to business priorities.
In their own words:
“We needed to scale our sales engine and wanted a partner to help us intelligently upgrade our usage of data and automation, in a way that’s aligned with our strategy and values.”
They were looking for a partner who could:
- Embed better commercial intelligence through unified data
- Improve automation without degrading buyer experience
- Bring both technical RevOps expertise and strategic insight
- Deliver tangible impact on forecasting, routing and business performance
OUR APPROACH...
Air’s engagement unfolded in two complementary phases:
- Outsourced Sales Support
To stabilise lead flow, inbound conversion and deal closure in the short term, Air’s team:
- Provided an experienced Account Executive to support daily sales delivery
- Activated outbound lead generation campaigns
- Helped uplift average deal size and incremental MRR performance
This model generated rapid commercial momentum within weeks.
- Revenue Operations & HubSpot Optimisation
Concurrently, Air’s Head of Technology & Sales Optimisation (Shaun Weston) partnered with CharlieHR to:
- Integrate marketing, sales and product data for clearer commercial insights
- Improve deal routing to match leads with the right seller profile
- Increase forecasting accuracy with more reliable leading indicators
- Enable the marketing team to learn which product features most effectively help close deals
Each step involved thoughtful adaptation to CharlieHR’s unique business nuances — not generic automation or off-the-shelf playbooks.
THE RESULTS...
Commercial Outcomes (Sales Support):
- Exceeded initial MRR goals – moving from £1,500 to over £2,000 per month attributable to campaign leads.
- Closed 40% of inbound deals within the first month – described internally as “one of the fastest ramp-ups we’ve seen.”
- Doubled average software deal size compared to the prior year.
RevOps & Strategic Impact:
- Joined up data enabled sharper insights for marketing and sales alignment
- Routing optimisation increased win rates and reduced opportunity leakage
- Product feature impact visibility helped marketing prioritise high-value narratives
- Improved forecasting accuracy, giving leadership earlier visibility of pipeline quality
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