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From contractor to co-founder

How SalezWorks grew webinar sales by 7x and rebuilt an entire operation along the way

A two-year collaboration that transformed the brand, turned a course into a complete operating system, and ended with a contractor becoming a co-founder.

Webinar sales

0x
growth

Webinar registrants

0x
growth

Partnership

0+
years

Lucas Nobre

Sou especialista em MarTech e fundador da Lumni Studio. Ajudo empresas em crescimento a escalar com automações, web design e infraestrutura de marketing.

The situation

Breandan Filbert runs SalezWorks, an education company for fractional C-level executives. Her programs teach professionals how to start a fractional career and build a client base through partnerships and outreach. Breandan is an experienced CXO and a strong closer. What she needed when she first reached out was a reliable technical hand: someone to build automations and landing pages to support her launches.
That's the role I came in to fill.

O Desafio

Over the first months, she trusted me with more of the operation. As I got closer to the business, I started noticing things that weren't obvious from the outside: UX friction on the website, gaps in the launch strategy, and a marketing operation that wasn't generating enough reach for Breandan's sales skills to do their job.
She was good at closing. The problem was that not enough people were showing up.
Webinar registrations had dropped, and sales followed. Breandan was a strong seller, but no sales process survives when the top of the funnel runs dry. She knew something had to change in the marketing, and she asked me to help figure out what.

O que Foi Construído

O projeto começou com uma auditoria completa da operação existente, antes de mover um único contato ou tocar em uma única automação. A partir daí, o trabalho cobriu toda a estrutura, desde o piso de vendas até o dashboard executivo da OsteoStrong.
Desenvolvido sob medida

Webinar launch system

We redesigned the entire launch approach together: Breandan brought her deep knowledge of the audience and what moves them to buy; I focused on UX, consumer psychology, and the technical infrastructure holding it all together. Early-bird incentives, urgency-driven copy, a 30-day content calendar across LinkedIn and email, a landing page rebuilt from the ground up. The post-webinar follow-up sequence was built to move leads into a sales call, where Breandan could take it from there.
The result was a 7x increase in sales and 4x more registrants on the next launch.
Desenvolvido sob medida

Website and brand elevation

Before touching a single layout, we ran a full design thinking process to understand how the business worked and how actual users experienced it. The rebuild wasn't cosmetic. It was structural, and its effect went beyond the site. Students, prospects, and partners started commenting on the shift in how the brand felt. What the company stood for became visible in a way it hadn't been before. Breandan still mentions it.
Desenvolvido sob medida

CRM as course infrastructure

When Breandan decided to white-label GoHighLevel as a student tool, we could have configured a few pipelines and shipped it. We took a different approach.
Together, we mapped the course methodology itself into the system. Breandan brought the frameworks she had refined over years of teaching and selling. I translated them into automated pipelines. In Freeway to Fractional, students learn a specific sales process to get clients. That process became a live workflow, with reminders, talk tracks, follow-up triggers, and contextual guidance at every step. Students didn't just learn the process. They had a system walking them through it in real time. We applied the same logic to Productive Prospecting, where the partnership-building framework became its own automated pipeline.
The CRM didn't support the course. It became part of what made the course worth buying.
Weekly technical training calls, onboarding for every new student, and ongoing Q&A made the system something students could actually use, not just access. That level of support changed how people perceived the program. It stopped being a course with software attached. It became a complete operating system for running a fractional business.
Ongoing

Full technical ownership

For more than two years, I've managed the full tech stack: CRM, automations, landing pages, and integrations. When SalezWorks launched a new course, we rebuilt the infrastructure around the updated curriculum and started the cycle again.

Os Resultados

Webinar sales

0x
growth

Webinar registrants

0x
growth

Partnership

0+
years
The webinar numbers tell part of the story. Sales grew 7x. Registrants grew 4x. Breandan had what she needed to close once the marketing was doing its job.
But the shift people notice most isn't a number. It's how the brand looks and how the product feels. Students who came in after the changes had a different experience of SalezWorks than those who came before. People in Breandan's network noticed it too. The perception changed.
Within the first year of working together, the contractor agreement became a co-founder partnership. What started with a task list grew into something neither of us had planned for.

What Breandan says

"I'd been dreaming about building a CRM product for my students for years. The idea was clear in my head, but I couldn't find the right person to bring it to life, someone who could understand the business deeply enough to actually translate it into technology. Lucas did that, and then some. Before he came in, my brand looked like a completely different company. My students still comment on that transformation. I've worked with a lot of people over the years, and I can say honestly: someone like Lucas comes around once in a decade."
— Breandan Filbert, Founder of SalezWorks

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