// How BG Works — The Full Process

A 5-Phase System. Not a
Campaign. Not a Retainer Pitch.

Every BG engagement follows the same structured 5-phase model — regardless of tier. Foundation built in 90 days. Full Solar Revenue Engine running by Month 5. Here is exactly what happens at every stage.

90
Days to Foundation
5
Phase Model
100%
Assets Owned by Client
0
Hidden Steps or Surprises
Phase 01
Discovery & Diagnosis
Week 1–2
→
Phase 02
Foundation Build
Week 3–6
→
Phase 03
Launch & Activate
Week 7–10
→
Phase 04
Optimise & Scale
Month 3–6
→
Phase 05
Full Revenue Engine
Month 6+
// The 5-Phase Process

Every Step Documented.
No Black Boxes.

Most consultants keep their process vague because they don't have one. BG publishes ours in full — so you know exactly what you're getting into, what we're building, and what you'll own at every stage.

01Phase
// Discovery & Diagnosis
We Don't Build Anything Until We Understand Everything.
The most valuable part of any BG engagement — before a single ad, page, or script is created. Deep diagnosis of where your solar business actually is and what it actually needs.
Wk 1–2
Duration
// What BG Does
Full Business Intelligence Gathering
90-min founder intake call — current business model, revenue, team, and challenges mapped in full
Lead source audit — every current channel, volume, CPL, and quality scored
Sales pipeline review — current close rate, deal cycle, and lost deal analysis
Digital presence audit — website, Google Ads, Meta Ads, SEO standing, and landing page performance
Competitor landscape mapping — top 5 solar competitors in your geography and their digital approach
ICP definition workshop — exact target buyer profile built (residential vs C&I, geography, income tier)
// What You Do
Share. Be Honest. Give Access.
Attend the 90-min founder intake call — prepare honest numbers (revenue, leads, close rate)
Share read-only access to existing ad accounts, Google Analytics, and CRM if available
Share last 3 months of proposals sent and deals won/lost if available
Complete the BG intake form — 25 questions about your business, buyers, and current challenges
Share competitor names you're most commonly losing deals to
// Output at Phase End
Complete Diagnostic Picture + Validated Strategy
Growth Gap Map — every bottleneck in your current system, ranked by revenue impact
Validated ICP document — exact buyer profile with targeting parameters for ads
Channel strategy decision — which paid channel(s) to build first and why
90-Day Execution Roadmap — Phase 02 and 03 fully planned with week-level tasks
Kickoff presentation shared with your team before Phase 02 begins
Deliverables: Growth Gap Map ICP Document Channel Strategy 90-Day Roadmap Kickoff Deck
02Phase
// Foundation Build
Building the Infrastructure Before Spending a Rupee on Ads.
Most solar companies fail at digital because they run ads before building the system that captures and converts leads. BG builds the foundation first — CRM, landing page, tracking, and qualification logic — before activating any paid channel.
Wk 3–6
Duration
// What BG Builds
The Full Capture-and-Convert Infrastructure
Solar landing page — ICP-specific, objection-aware, mobile-optimised, WhatsApp CTA + form capture
Zoho CRM setup — custom pipeline stages, lead fields, source tracking, and stage-change automations
WhatsApp lead notification — new lead triggers instant WA alert to sales team within 30 seconds
Lead qualification logic — scoring framework that separates installation-ready from tyre-kicker leads
Google Analytics + conversion tracking — full pixel setup, goal configuration, and UTM structure
Ad account creation — campaigns structured in your account, billed to your card, owned by you
// What You Do
Review, Approve, and Prepare Your Team.
Review and approve the landing page copy and design before it goes live
Set up Zoho CRM account under your business name — BG configures it from inside
Assign a sales team member as the primary lead responder — BG trains them in Phase 03
Provide product pricing, past project photos, and 2–3 testimonials for landing page
Set up ad billing — Google Ads and Meta Ads billed to your card (separate from BG fee)
// Output at Phase End
Complete Infrastructure — Ready to Launch
Live, tested landing page — mobile-optimised, WA-connected, conversion-ready
Fully configured Zoho CRM — 5-stage pipeline, automated triggers, all owned by client
Ad account structure ready — campaigns drafted, audiences built, creatives ready for review
WhatsApp notification system live — team receives instant lead alerts
Full tracking in place — every lead source, every click, every conversion tracked from Day 1
Deliverables: Live Landing Page Zoho CRM Setup WA Lead Alerts Ad Account Structure Full Tracking Setup
03Phase
// Launch & Activate
Ads Go Live. First Leads Arrive. Team Gets Trained.
The moment the foundation is live, paid campaigns activate and your first digital solar leads begin arriving. Simultaneously, your sales team is trained on how to respond, qualify, and convert them — so nothing falls through the cracks.
Wk 7–10
Duration
// What BG Activates
Paid Channels + Sales Activation
Google Search Ads — high-intent solar keywords activated with solar-specific ad copy and extensions
Meta Ads (if in scope) — residential solar audience targeting activated with visual ad creatives
Daily performance monitoring — first 14 days of launch are watched closely for anomalies
Real-time lead review — BG reviews incoming leads with you in the first 2 weeks to calibrate quality
Sales team training session — 2-hour live training on CRM usage, lead response protocol, and call script
Follow-up cadence activation — 7-touch WhatsApp + call + email sequence goes live for all leads
// What You Do
Respond Fast. Log Everything. Trust the Process.
Attend the sales training session with your full sales team — this is mandatory for results
Respond to every new lead within 30 minutes of receipt — speed to lead is the #1 conversion factor
Log every call outcome, site visit, and proposal sent in the CRM — no exceptions
Share weekly lead quality feedback — which leads converted, which didn't, and why
Do not pause or modify the campaign without informing BG — changes in the first 30 days affect the algorithm's learning
// Output at Phase End
Live System Generating Leads Daily
Active paid campaigns generating 20–50 solar leads/month (depending on ad budget and geography)
Sales team operating on a structured response and follow-up process for the first time
Week 3–4 performance report — CPL, lead quality score, site visit rate, and first pipeline data
Initial optimisation decisions taken — keywords, audiences, and ad copy refined based on first data
First closed deal from a digital lead — typically arrives by Week 8–10 for most clients
Deliverables: Live Paid Campaigns Sales Team Training Follow-up Cadence Week 3–4 Performance Report First Lead Pipeline
04Phase
// Optimise & Scale
Data Is In. Now We Cut What Doesn't Work and Double What Does.
Month 3 to 6 is where most agencies go on autopilot. BG goes deeper. Real optimisation using actual pipeline data — not just ad metrics — to drive CPL down, close rate up, and pipeline value higher every month.
Mo 3–6
Duration
// What BG Optimises
Every Layer of the Funnel — Monthly
Campaign optimisation — keyword bid adjustments, negative keyword pruning, audience refinement, creative refresh every 6–8 weeks
Landing page CRO — A/B test headlines, CTA placement, and lead form fields based on heatmap and conversion data
Lead quality scoring — pipeline data used to refine which ad audiences produce the highest close-rate leads
Sales SOP additions — objections appearing in the field are added to the objection guide in real time
Monthly KPI review — CPL, site visit rate, proposal send rate, and close rate reviewed against targets every 30 days
Budget scaling decisions — which channel to increase spend on based on ROI data
// What You Do
Show Up to Monthly Reviews. Execute on the Ground.
Attend the monthly 60–90 min strategy call — review KPIs, discuss field observations, plan next month
Share CRM pipeline data before every monthly call — BG analyses it in advance
Brief your sales team on any script or process updates — BG provides the update, you implement it
Flag any market changes — competitor promotions, subsidy updates, DISCOM policy changes — so strategy adapts
Execute the 30-day action plan sent after every monthly review — execution discipline is the #1 predictor of results
// Output at Phase End
Stable, Predictable Pipeline — Ready for Sales Depth or Scale
CPL reduced 30–50% from launch levels through systematic optimisation
Close rate improved 15–30% from Month 1 baseline as sales SOP embeds in team behaviour
Monthly performance report with full funnel metrics — leads, pipeline value, revenue attributed to digital
Retainer Review delivered — assessment of what Phase 05 looks like and which layer to activate next
Decision point: continue current tier, upgrade to Scale Partner, or begin a specific new layer (C&I, authority, referral)
Deliverables: Monthly KPI Reports Campaign Optimisation Log SOP Updates 6-Month Retainer Review Phase 05 Recommendation
05Phase
// Full Revenue Engine
All 5 Layers Running Together. Growth Compounds.
By Month 6+, the Solar Revenue Engine™ is no longer a collection of tactics — it is an integrated system. Lead generation feeds the CRM, the CRM feeds the sales pipeline, the sales pipeline feeds case studies, case studies build authority, authority drives referrals, referrals lower CPL. Everything compounding.
Mo 6+
Ongoing
// What the Engine Runs
All 5 Layers — Integrated and Self-Reinforcing
Layer 1 · Lead Generation — Multi-channel paid system running at optimised CPL with seasonal strategy adjustments
Layer 2 · Sales Conversion — Team running structured scripts, proposals, and follow-up with tracked close rate targets
Layer 3 · CRM + Automation — Full pipeline visibility, automated follow-up, and live revenue dashboard updated daily
Layer 4 · Business Architecture — Offer design, pricing structure, and team structure reviewed quarterly against revenue targets
Layer 5 · Authority Positioning — Case studies published, LinkedIn content running, referral engine generating inbound channel partner leads
// Monthly Cadence in Phase 05
Structured Accountability Every 30 Days
Weekly: WhatsApp performance snapshot — lead count, CPL, pipeline value update
Monthly: 60–90 min strategy call — full funnel review, next 30-day plan, KPI comparison vs targets
Monthly: Full performance report delivered — all metrics, attribution, and next-month budget recommendation
Quarterly (HT-03): 3-hour founder strategy session — business architecture, expansion planning, team structure review
Annual: Full Year 2 growth blueprint — new revenue targets, new channels, next expansion geography
// What Phase 05 Unlocks
The Compounding Growth Loop
Founder steps out of day-to-day sales — team runs the pipeline with BG oversight
Revenue becomes predictable within ±15% monthly — no more boom-and-bust referral cycles
New geographies or segments (C&I, housing societies, government) activated with proven playbook
Channel partners and referral relationships generating 20–30% of total lead volume
Brand authority online — LinkedIn presence, Google reviews, and case studies working as silent salespeople
Ongoing Deliverables: Monthly Performance Reports Live Revenue Dashboard Case Studies Quarterly Strategy Sessions Annual Growth Blueprint
// The First 90 Days

Week by Week — What Happens
in Your First 90 Days With BG

The first 90 days are the most critical. This is where the system is built. Here is exactly what happens in every two-week block from day one to day ninety.

// Week 1–2
Discovery, Intake & ICP Definition
90-min founder intake call completed
BG intake form submitted and reviewed
Ad account and analytics access shared
Competitor analysis completed
ICP document drafted and validated with founder
Milestone: Growth Gap Map delivered to founder
// Week 3–4
Channel Strategy & Infrastructure Planning
Channel strategy finalised — Google Ads, Meta Ads, or both
Landing page wireframe presented to founder
Zoho CRM account created and initial setup begins
Ad account created under client name with billing set up
Kickoff deck shared with founder and sales team
Milestone: 90-Day Roadmap presented and approved
// Week 5–6
Landing Page Build & CRM Configuration
Landing page built, reviewed, and founder-approved
WhatsApp lead notification system tested and live
CRM pipeline fully configured — 5 stages, custom fields, automations
Conversion tracking installed and verified
Ad campaigns structured, creatives designed, copy written
Milestone: All infrastructure live and tested — ready to launch
// Week 7–8 · 🚀 Launch Week
Campaigns Go Live. First Leads Arrive.
Paid campaigns activated — Google and/or Meta
First solar leads begin arriving via landing page
Sales team training session conducted (2 hours)
BG monitors campaigns daily — first 14 days are critical
Lead quality review call with founder at end of Week 8
Milestone: First qualified solar lead received from digital channel
// Week 9–10 · First Optimisation
Data In. First Optimisation Decisions Made.
Keyword and audience performance analysed — low performers paused
Landing page CRO changes implemented based on first data
Lead quality score reviewed — targeting refined based on pipeline outcomes
Follow-up cadence reviewed — any gaps in team execution addressed
Week 3–4 Performance Report delivered to founder
Milestone: CPL baseline established. First site visits completed.
// Week 11–12 · Day 90
First Full Month Review. Phase 04 Begins.
Full 30-day performance report: CPL, lead volume, site visit rate, first revenue attributed
Month 1 vs Month 2 comparison — trend direction confirmed
First closed deal from digital lead (typically happens by Day 75–90)
Phase 04 Optimise & Scale plan presented for next 90 days
Retainer continuation confirmed — Phase 04 begins immediately
Milestone: First revenue from digital channel confirmed. System validated.
// The Tech Stack

Tools BG Deploys —
All Set Up in Your Name.

Every tool we use is set up inside your business accounts — not ours. You own everything from Day 1. BG manages the strategy and execution. You retain full access and control permanently.

📊
Google Ads
Primary paid search channel. High-intent solar keyword targeting. Set up in your ad account — billed to your card.
📱
Meta Ads
Facebook and Instagram paid campaigns for residential solar awareness and retargeting. Your Business Manager account.
🔗
Zoho CRM
Custom pipeline configuration for solar lead management. 5-stage pipeline, automations, and WhatsApp integration.
💬
WhatsApp Business
Instant lead notifications to sales team. 7-touch follow-up sequences. Automated lead capture from landing page.
📈
Zoho Analytics
Live reporting dashboard — CPL, lead volume, pipeline value, revenue attribution — updated daily in real time.
🎯
Google Analytics 4
Full website and landing page tracking. Conversion goal configuration, UTM tracking, and audience building for retargeting.
💼
LinkedIn Ads & Organic
C&I and commercial solar lead generation. Authority content strategy for founders targeting procurement decision-makers.
⚙️
Zoho One Suite
Full business automation layer for HT-03 Scale Partner clients — Forms, Campaigns, SalesIQ, and workflow automation.

All tools are set up in your business accounts. Ad spend is billed directly to your card — separate from BG's consulting fee. You own everything permanently.

// Mutual Commitments

This Is a Two-Way Partnership.
Here's What Each Side Commits To.

BG works best with founders who are committed to execution. We bring the strategy, the system, and the expertise — you bring the business access and the discipline to implement.

What BG Commits To You
✓ Senior-level thinking on every engagement — no handoff to junior staff after signing
✓ Specific, measurable KPI targets set before every engagement month begins
✓ Full transparency on what's working and what isn't — honest reporting, never vanity metrics
✓ Every asset, system, and account is owned by you from Day 1 — nothing locked inside BG
✓ WhatsApp access to Sandip directly — questions answered within business hours, no ticketing system
✓ Solar-specific knowledge — every decision made with your industry, your buyers, and your market in mind
✓ Monthly performance review done regardless of results — especially when results need to be discussed honestly
What We Need From You
→ Respond to leads within 30 minutes — speed to lead is the single highest-leverage conversion action
→ Log every interaction in the CRM — we cannot optimise what we cannot see
→ Attend monthly strategy calls — this is where the next 30 days are planned and accountability is set
→ Execute the 30-day action plan — BG provides the plan, client execution is what turns plan into revenue
→ Be honest about what's working on the ground — field reality helps BG calibrate strategy faster
→ Honour the minimum commitment period — growth systems need time to compound; 6 weeks is not enough
→ Keep your team informed — BG trains them, but you reinforce the process daily
// Process Questions

Common Questions About
How BG Works

How soon after signing do we start seeing leads?
+
For most clients, the first digital solar leads arrive between Day 30–45 — after the foundation build (landing page, CRM, tracking) is complete and campaigns activate. The first 2 weeks are pure diagnosis and strategy. Weeks 3–6 are infrastructure build. Week 7 is when campaigns go live and leads begin arriving. The exact timeline depends on how quickly the client provides approvals, product information, and account access.
What if I'm already running ads? Does BG start from scratch?
+
No — BG audits what's already running and makes a structured decision: fix, optimise, or rebuild. If existing campaigns have usable data and structure, we build on them. If they're fundamentally flawed in targeting or landing page logic, we rebuild the right way. Either way, Phase 01 diagnoses your current setup before any changes are made. We never touch a live campaign without understanding it first.
How much of my time does this process require each month?
+
After the first 30 days (which are intensive — expect 3–4 hours/week during setup), the ongoing commitment for the founder is approximately 2–3 hours per month: one 60–90 min monthly strategy call, and time to review the performance report and implement the action plan. The heavy lifting is done by BG and your sales team using the SOPs we build. The founder's job shifts from doing to reviewing and deciding.
What happens to everything BG built if the engagement ends?
+
You keep 100% of everything. Ad accounts are in your name. CRM is in your Zoho account. Landing page is on your domain. SOPs, scripts, and proposal templates are in your documents. BG does not retain access after an engagement ends — there is nothing to "hand back" because it was always yours. The only thing that stops is BG's active management and optimisation.
Can the process be accelerated if we need results faster?
+
Certain phases can be compressed — but not without risk. Skipping the diagnostic phase and jumping straight to ads is the single most common reason solar companies waste money on digital marketing. The 2-week discovery phase exists because we've seen what happens when it's skipped. That said, if you've already done a Growth Diagnostic Audit (LT-01) with BG, the foundation build can begin immediately — saving 1–2 weeks off the standard timeline.
Does BG work with solar companies outside my city?
+
Yes — BG operates pan-India and all engagements are delivered remotely. The 90-min founder intake call, monthly strategy calls, and team training sessions are all conducted over video call. The only exception is LT-04 (Solar Growth Workshop), which can be delivered on-site for an additional travel fee. All other engagements — including full retainers — work identically regardless of your geography.
// Phase 01 Starts on Your Strategy Call

The First Step in This Process
Is a 30-Minute Conversation.

The strategy call is essentially Phase 01 in miniature — BG reviews your current situation, identifies your highest-leverage gap, and tells you exactly which engagement fits your stage. Free. No obligation.

Book Free Strategy Call See Service Tiers First
✓ Free · 30 minutes ✓ No pitch ✓ Direct with Sandip ✓ Solar EPCs only
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📞 Call Now 💬 WhatsApp