Video Case Study

The engine behind RACE’s double-digit growth 

Learn more about sales & marketing consulting

Winning share one deal at a time

For four decades, RACE has engineered industrial and commercial climate systems. The company has installed over 5,000 systems across its core market and abroad, ranging from hospitals and clean rooms to large-scale refrigeration facilities. The company set out to build a commercial operation that would match its technical strength.

Building a commercial engine as strong as its engineering

In partnership with Kaizen Institute, RACE overhauled its sales structure, implementing individual sales targets, a HubSpot CRM, and a disciplined meeting cadence. The company also built a marketing engine to generate its own pipeline. Within 12 months, the company achieved double-digit sales growth. See how the engine came together.

The engine is built. The growth is just beginning

A disciplined meeting cadence, live dashboards, and a codified sales playbook gave every account manager a clear path forward, while marketing built its own engine for generating and nurturing leads. The result: full pipeline visibility and a proactive sales team.

RACE proves that engineering excellence and commercial discipline don’t have to be built separately — they can be built together, deliberately, and fast. Kaizen Institute’s Marketing and Sales consulting helps industrial companies turn technical strength into the commercial structure needed to compete for share in fragmented markets.