Situation

Citadel is a messaging app for CAC 40 companies (the 40 largest equities listed on the Euronext Paris). It is a startup company of ~100 employees within the larger Thales Group.

 

Pain

The company was going through an intense period of planning and restructuring of their GTM engine.

Laurent Duquesne, Citadel CEO, knew that they needed a scientific sales process to accelerate their growth.

Impact

By undergoing a GTM Diagnostic, Laurent was able to identify the key growth levers that would help them to be successful. From there, they created a custom Sales Playbook to establish and clarify the roles, process and account-based cadences for efficient outreach to target accounts. Training & High Impact Coaching helped cement SPICED as the consistent methodology across Marketing, Sales, and Customer Success.

Situation

Addepar was experiencing an impressive growth trajectory of 30-40% growth year over year; the company has strong product market fit with nearly zero churn. David Obrand, Addepar’s newly appointed President, had a vision to unify the GTM team around a client-centric mentality; defining a unified account-based model for all Revenue teams to approach their customers in wealth management was key to this vision.

 

Pain

After a few attempts at a unified account based strategy in the past, the team still had significant gaps in truly moving to a unified target account strategy. The team needed rich content and account insights in their marketing and sales process to deliver on the customer-centric approach and to have more effective conversations with their key accounts.

While they had strong brand awareness, they were still not being included in the consideration set of many of their target accounts in the decision process of selecting a wealth management platform.

 

Impact

After working with WbD to develop an account segmentation strategy, David was able to help the Sales, Marketing, and Customer Success teams focus on the best fit accounts that would help them meet their growth targets.

This was complemented with key sales play designs to engage customers in more relevant conversations, with effective touchpoints and updated customer-centric messaging – ultimately helping the GTM team attract, engage, and convert the key buyer personas in their target accounts.

Situation

Cuebiq was in hyper-growth mode, with lots of opportunity in front of them. They were in the process of moving from a SaaS model to a PaaS (platform-as-a-service) model, and knew that they needed to make several big changes in order to make this transition a successful one.

 

Pain

A Diagnostic revealed several areas that needed to be addressed for the successful transition to a PaaS model: their pricing model needed to be adjusted to align with the new level of value they were providing, their sales team needed to be trained on enterprise-level skills, and their marketing efforts needed to be adjusted, as their inbound marketing machine would not sustain their future growth goals.

 

Impact

The first step was to roll out the foundational SPICED framework across the team; after implementing this directly in their Salesforce instance, they were able to ensure that they entire team was following the customer-centric process. Next, the Cuebiq sales team was trained on enterprise-level skills, which equipped them to sign enterprise-level deals on their new pricing model. They also were able to make the successful transition from an inbound marketing model, to marketing efforts focused entirely on targeted account-based marketing. All of these efforts led to the successful transition to selling PaaS, along with shortening their sales cycle from 6+ months down to 3 months even while switching to a more complex sale.

Situation

RingCentral, a global distributor of cloud-unified communications and collaboration solutions, offers its users with technology services. Chris Waldo, VP of Field and Account Based Marketing, was looking to drive more pipeline and more highly qualified leads into their pipeline.

 

Pain

A Diagnostic revealed a few key gaps: BDRs were not receiving any training focused specifically on prospecting, they did not have a clear process to follow, and they were focused only on volume metrics, leading to low quality leads that were being passed to and ultimately rejected by the AEs.

 

Impact

After defining new processes and addressing skill gaps with training and coaching, Chris was able to identify a lift of 33% in pipeline across the team of 50 BDRs.
The BDRs were certified on both inbound and outbound prospecting skills, and they now had a process and custom playbooks to follow with turn-by-turn directions. All of this was integrated into their enablement platforms to maximize adoption and make it part of their daily workflow.

Situation

BombBomb creates video messaging software for sales teams, helping their clients build relationships with their customers and prospects via email, text, and social media.

 

Pain

With roots in the real estate industry, BombBomb was moving into the SaaS space and experiencing a few challenges with the transition, such as limited skills across the team in outbound prospecting and enterprise deals, higher complexity involved in selling a high velocity SMB product across new segments, high churn of client logos, and no clear process to drive account upsell and expansion.

 

Impact

After standardizing the language and GTM process across Marketing, Sales, and Customer Success, they were able to decrease their sales cycle and implement a consistent operating system across all business units.
They also defined an onboarding playbook for their team, integrated into Salesforce, which drove triple the usage rates from some of their most valuable customers.