revenueify helped PCD Inc., a Northern California AV integrator, get clear on strengths, opportunities, and priorities, then turn that clarity into a practical action plan. The outcome was measurable progress toward managed services and stronger design build execution, supported by consistent sales training and coaching that the team could use in real customer conversations.
PCD is based in Santa Rosa and positions itself as a long term AV integration partner, not just an installer. Their stated mission emphasizes purposeful, custom-designed AV integration solutions that enhance how people work, connect, and experience space. They describe a consultative approach from the first conversation through ongoing system care, including their Continuing Support Program for system maintenance, training, and technical support after installation.
PCD also supports a wide range of environments across Northern California. On their site, they highlight AV integration work across hospitality and gaming, wineries and tasting rooms, houses of worship, performing arts, classrooms and auditoriums, conference and meeting rooms, stadiums, and government facilities.
The challenge: becoming more than a one-time installer
PCD wanted to shift from transactional installs to a trusted advisor status, with customers calling them back for expansion, upgrades, and recurring support. To do that, they attempted to launch managed services but it did not gain traction because building a program required time and focus that leadership did not have available alongside daily responsibilities.
At the same time, PCD wanted to expand its design-build sales team. John Rudolph, the vice president at the time, who was also the top-producing salesperson, oversaw the group but lacked the bandwidth to build enablement resources. As the team grew, they needed a playbook that clarified expectations, best practices, and tactics, plus a coaching rhythm that kept execution consistent.
Why revenueify
PCD had prior experience with Corporate Sales Coaches and saw positive results in customer discovery and needs clarity. When Corporate Sales Coaches merged with revenueify, the director of operations saw the fit: combine ongoing sales training support with managed services consulting, then put a real plan behind it. After meeting the team at NSCA’s Business and Leadership Conference, PCD moved forward.
PCD also emphasized clear communication and alignment on expectations as a reason for selecting revenueify for Sales Training and Coaching Services.
The solution: a baseline, a plan, and sales training and coaching that sticks
To establish a baseline, revenueify guided PCD through the AIM Assessment process. The assessment evaluates sales skills, revenue operations, sales processes, managed services readiness, and the revenue team’s ability to meet specific objectives. The output is a tailored action plan that documents strengths, opportunities, and priorities, including specifics on how to build the managed services program.
The director of operations said the assessment confirmed what he suspected and also exposed weaknesses in the sales team they had not previously seen. It also showed the team was further down the road than expected, which made the decision simple: act quickly with outside support to meet goals.
Execution was supported by revenueify’s 26 week Managed Services Enablement program. The focus was on repeatable processes, consistent customer engagement, opportunity identification, and closing discipline. One major blocker was pricing. PCD noted they had been stuck thinking in percentages, and revenueify introduced a structure that fit better for how the program should be packaged and sold.
Sales training and coaching was integrated into the rollout so the managed services offer could be sold with clarity. We anchored the field execution in Customer Focused Selling behaviors:
- FIND to standardize discovery so reps identify facts, important business objectives, needs, and desired outcomes before solution talk
- IBS to improve how reps open meetings, set a clear agenda, and connect the conversation to outcomes instead of features
- DiSC to help leaders coach communication and buyer interactions while still holding the line on process and standards
The practical benefit showed up during a staffing change. When a key inside salesperson retired, onboarding a new salesperson was easier because the framework already existed. The new hire had a playbook to follow for customer interactions, and a revenueify sales expert worked side by side with the director of operations to transfer the cadence.
As PCD continues to build the team, revenueify also supports talent evaluation through DiSC profiling and sales aptitude assessments to improve selection and ramp outcomes.
Sales Training and Coaching Results: managed services traction and a stronger sales culture
PCD reported immediate traction from the Managed Services Enablement approach. They saw referrals from AVaaS clients who valued the model enough to introduce PCD to additional clients, reinforcing the trusted advisor goal.
PCD also set a goal of getting 100 rooms on the books under the new managed services structure and reached that goal with months to spare.
The larger outcome was repeatability. PCD already positions itself around long term partnerships and ongoing support through its Continuing Support Program. This engagement strengthened the internal sales system that helps make that promise consistent, so customers experience PCD as an advisor with an ongoing plan, not just a project vendor.
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