Case Studies

Primo Designs

100+ candidates. A new VP of Sales. 1,200 customers re-segmented. Here's how Trinity is helping Primo Designs move from $5M to $10M.

The Numbers

100+ candidates sourced
1 VP of Sales hired and starting Monday
1 account executive offer letter out
18 Tier 1 accounts identified and assigned
1,200 active customers segmented into a tiered strategic framework
HubSpot built and live
Target: $6M in 2026. $10M by 2028

The Situation

Primo Designs is a $5M branded apparel and promotional products company based in central Illinois. In business since 1985. Strong operations. Loyal customer base. Production capacity to handle $10M in revenue. No sales infrastructure to get there.

Owner Len Naumovich engaged Trinity in April 2026 to build it.

What Trinity Delivered

The Trinity consultant segmented 7,000 historical customers into a tiered strategic framework. Assigned ownership to the top 200 accounts. Implemented HubSpot and created a feedback loop with the existing marketing firm.

Mandate: $5M to $6M in 2026 without disrupting the base. Foundation set for $10M by 2028.

Trinity's recruiter ran the VP of Sales search. 100-plus candidates to five to three finalists who each presented a 90-day plan. VP of Sales hired. Account executive offer letter out.

Why It Matters

Primo has $10M of unused production capacity with existing overhead. Going from $5M to $10M moves the bottom line from 10% to 20% profit. At $10M, that's a five to seven times exit multiple instead of three to three and a half.

That's the difference between a transaction and a legacy.

What He's Saying

“I want to build a great company before I leave. I have a group of young leaders on my team, and my goal is to put this in a position that they can take it and 10x what I’ve done.”

Len Naumovich, Owner and Founder, Primo Designs — Trinity