How You Will Benefit
We will never boast about what we have done or who we have done it for. Why should we tell the world your secrets that you have trusted us with? Instead, we will show you how you will benefit from what we do in real, tangible ways.
Improved conversion rates
Our project focus was to drive conversion rates for a business unit that had great success in generating pipeline, yet conversion across the team was sub 15% from a historic conversion of 28%+.
Our job was to remove the noise of sales process, market conditions, holidays, you name it and see if the data held a hidden story that could help steer this ship toward 30%.
We took the last 36 month pipeline from an initial meeting through to invoice and what we found gave us actionable insight - the conversion rate was never 28% but had every chance of getting there.
The fallout rate through the process was alarmingly high so we plotted the most successful client metrics and more often than not the business diverted just slightly away at each stage and ended up significantly away from where they started.
We provided data points and metrics to make the team run on rails as a test for 3 months. In that period, conversion rates increased to over 33%. We now maintain those data points and see if they need slight tweaks as success continues to be the norm.
Remove pipeline noise
A Sales Director frustrated by a lagging pipeline with their team insisting value was still good needed concrete evidence as to why they needed to move on.
Firstly, we wanted to establish what good looked like, so pulled down data of their active client base that represented where the sales team were being focused. We modelled this data and extrapolated a version one that could be overlayed against more generic data.
We took a live pull of all the deals in the pipeline focusing mainly on publicly available data to help remove any bias that had crept in to inflate the pipeline.
There were two themes that came out - the buying cycle of deals had extended beyond what the Sales Director had become accustom to for a section of the most exciting deals. Second, about 30% of the pipeline had a lower than 5% chance of converting so needed to be cleared.
Instead of wasting time on the 30% with a low chance, the Sales Director had the focus on the deals that were most likely to be coached over the line.
Increased qualified meetings
In a crowded market with a very large Total Addressable Market, the management team wanted a way to pick out the sweet spot more so than their competitors could.
As a data rich business, we needed to get under the skin of their market and their “why”. With initial resistance from the management team with our need to question, they quickly bought into the fact that we needed to make their qualitative opinions on what makes a great client into actionable data.
As a professional services B2B business, their end delivery for the client was unique to each client but had invaluable trends and variances that we were able to leverage to create an algorithm that cut through the noise of a market of millions to distil down their TAM to 25k businesses.
From there, we took that learning and made it dynamic; so as their market moved, alongside their prospects developing, there was a real time call to see if any businesses now fell into their sweet spot.
From spending significant sums on intent data and digital marketing, they were able to focus their Go To Market toward the few that mattered most and would generate the most revenue.