Generator grows 400% in less than three years with Salesforce

Generator is a fast growing player in the shared workspace market, providing purpose-built spaces where companies of all sizes can work, play, and grow to the optimum. Located across four locations in Auckland, these spaces offer flexible, customisable infrastructure which make it easy for people to collaborate, work quietly, or have the space to create.

Looking at Generator today and its prestigious locations like the waterfront Britomart Place, it’s almost hard to believe that just eight years ago the company had one small space in one building and was finding it hard to grow its customer base. With data locked in spreadsheets and a system that was essentially an address book, it was difficult to nurture leads in a way that was both personal and efficient. Generator also lacked visibility of its pipeline and information needed to be more strategic about growth.

“What we needed was a product that could help us streamline sales and win more customers, taking us from the 3,000 square metres we had back then to the 13,500 we have now. Salesforce helped us unlock that growth and really sync up with what our market needed,” said John Moffett, General Manager of Generator.

Salesforce has helped Generator scale to the size it is now by connecting all its data so that it can better understand customers and how best to engage them. Generator now has the insights it needs to personalise lead nurturing and optimise marketing spend. In addition, the business can better match customers with their ideal space, whether it’s a hot desk, resident desk, or private office. And when they’re ready to move in, customers also benefit from seamless onboarding.

“When new customers come in, we need to know everything about them. Salesforce allows us to have that information at hand and then act on it to give customers the things they really want to see in their workplace,” said Moffett.

Using Sales Cloud, Generator has streamlined workflow surrounding onboarding so that it can be sure things like access cards are ready and waiting when the customer first walks through the door. The business has used Service Cloud to bring similar efficiencies to IT support and now has detailed reporting on cases which can be used to drive future improvements.

In the two and a half years since beginning to use Salesforce, Generator’s increase in customers has resulted in a 400% increase in its real estate footprint. The company is now continuing to scale and is set to open its fifth location in Auckland. Moffett credits Salesforce for enabling this growth and giving it the tools needed to scale. This includes Pardot which the business is now using to increase lead nurturing activities and keep in contact with potential customers who are not yet ready to commit.

“For me personally, Salesforce is more than a CRM and enabled us to grow by scaling with us. If I had any advice for other small businesses, it would be to look for products like Salesforce that will allow you to scale now and in the future,” said Moffett.