From burned out to booked: How this coach runs a global business with Calendly

“I built my business to help entrepreneurs grow without burning out. Calendly helps me live that promise.”

Maggie Perotin

Founder at Stairway to Leadership

My name is Maggie Perotin, and I’m the founder of Stairway to Leadership — a business and leadership coaching practice based just outside Toronto. Before I became a coach, I spent more than a decade in the corporate world managing operations and leading global teams. I loved parts of that work, especially helping people grow. But a few years ago, during a period of burnout, I realized something had to change.

I was approaching 40, managing a young family, and working through challenges that made me question whether climbing the next rung in the corporate ladder was still the right path. I paused — really paused — and asked myself, “What do I want the rest of my career to look like?”

That reflection led me here. I started my business to help service-based solopreneurs and small business owners grow in a way that’s strategic, sustainable, and built to scale. I also provide leadership training for corporate teams and executives, sharing everything I’ve learned from my own journey. For me, success isn’t just about revenue. It's about building a business that I’ll one day step back from and have a life I’ve loved through the process.

The challenge

Too many moving parts, too many missed moments

In the early days of my business, I managed everything manually — including scheduling. I’d go back and forth through email or DMs to coordinate sessions, discovery calls, networking meetings, and nonprofit collaborations. I’d have to remember to follow up, double-check my calendar, create separate Zoom links, and manually keep track of coaching session counts. Sometimes messages would get buried or go unanswered. Other times, I’d lose track of whether I’d already booked a meeting.

And when you’re running a business by yourself, every minute counts. I knew I needed a better way to protect my time, eliminate errors, and simplify the experience — not just for me, but for the people I serve. If I’m coaching clients on clarity, structure, and calm growth, my own systems should reflect those values.

The solution

One tool, tailored to every part of my business

I found Calendly and never looked back. I started with a free plan that gave me a single Event Type for networking calls. The interface was so intuitive, I didn’t need tutorials or setup guides. I just clicked around, built what I needed, and got moving.

As my business has evolved, Calendly has scaled with me.

Today, I run my entire schedule through Calendly. I use it for everything from one-on-one coaching sessions and discovery calls to team training meetings and non-profit programming. I’ve created separate Event Types for each use case, customized with tailored availability, buffers, and branding. For example, I limit my networking calls to specific weekdays and times, so I have more flexibility and availability for client sessions.

Workflows are essential to how I operate. For discovery calls, I automatically send out pre-call questions that help me prepare and help the prospective client reflect on what they need. For all my Event Types, I’ve created time-saving Workflows, including reminders to reduce no-shows, follow-ups to thank clients for their time, and customized confirmation pages that offer next steps or resources.

Recently, I added the Stripe Integration for a new offer: paid one-off sessions. It’s a lighter-touch alternative to a full coaching package, and Calendly lets me handle everything — booking, payment, confirmation — in one step. Clients get a seamless, professional experience. I get to skip the invoicing and chasing.

“What I love most is how Calendly integrates with the rest of my tech stack. It syncs with my Google Calendar, automatically pulls in Zoom links, and keeps everything running without friction. It feels like having a virtual assistant I don’t have to manage.”

Maggie Perotin

Founder at Stairway to Leadership

Results and reflections

Running lighter, serving better

Since implementing Calendly, I’ve saved at least four to six hours a week — time that used to disappear into scheduling, follow-ups, and administrative details. Every meeting booked now replaces six emails I used to send. That adds up to about 30 fewer messages cluttering my inbox every week. More importantly, it creates a smoother experience for my clients, especially those booking across time zones in North America and Europe.

I've also seen my discovery call conversion rate go up. When it’s easy to book, people are more likely to follow through. And when the process feels professional and polished from the start — like when they click a link directly from my website and land on a simple, branded scheduling page — that first impression carries weight. 

Calendly removes the hesitation, friction, and missed opportunities. It helps people say “yes” faster, and helps me turn those conversations into lasting client relationships.

But what I appreciate most is the peace of mind. I don’t worry about double-bookings. I don’t forget to follow up. My calendar runs itself, and I can focus on coaching, content creation, and long-term growth.

“I started this business to help others grow sustainably, intentionally, and easily. Calendly helps me do the same for myself.”

Maggie Perotin

Founder at Stairway to Leadership