Brolly

The last thing you want when you start to grow is to have to put the brakes on while you put in new technology. That’s why we brought in Salesforce early on and it’s now growing with us.”

Damian Martina | Head of Sales and Marketing
 

6x

Increase in ACV

3x

Increase in Pipeline

 

Brolly scales engagement and triples pipeline with Salesforce

As Australia’s first comprehensive social media archiving and engagement service, Brolly helps organisations capture, record and protect their online conversations. This includes archival of emergency alerts and support conversations from public service providers as well as organisations like banks.

According to Damian Martina, Head of Sales and Marketing at Brolly, archiving these conversations is important for compliance, but many organisations are still unaware of this requirement. “As the first to offer a social media archiving service in Australia, we often spend months or even years educating customers on why these records need to be preserved. That’s our biggest challenge when it comes to sales and Salesforce helps us manage it in a scalable way,” said Martina.

 

By bringing all of our customer information together in one place, Salesforce allows us to be a lot smarter about how we engage with our customers and personalise their experience, our messaging and engagement. It also gives us the ability to work more efficiently which is important for any business in the scale-up phase.”

Damian Martina | Head of Sales and Marketing

Powering engagement and growth

The education required to build trust and engagement with customers means that opportunities can take as long as two years to close. Brolly needed Salesforce to help it effectively manage these opportunities and provide a seamless customer experience throughout the sales cycle. It also wanted a scalable platform to support its growth in Australia and overseas. The last thing you want when you start to grow is to have to put the brakes on while you put in new technology. That’s why we brought in Salesforce early on and it’s now growing with us said Martina.

Sales Cloud provides the company with a 360 degree view of customers which can be used to personalise conversations and campaigns. It also automates workflow and connects with apps from the AppExchange to drive productivity. These include CloudComp which is used to track commission and Conga Composer which Brolly is using to streamline creation of complex proposals.

On top of these benefits, Sales Cloud provides management with a real-time view of opportunities and sales activities in the field. This has become increasingly important over the past 18 months as the sales team has expanded from one to 12 reps, including many who work remotely.

Our sales reps are now spread out across different regions which can be difficult to manage. However, using Salesforce gives me visibility into their activities so when I meet with reps, I don't need to ask where each deal is at. We can have much more strategic conversations said Martina. “I can also see where opportunities are stalled and immediately reach out to offer support.”

Driving best practice collaboration

Over the last year Brolly has partnered with other records management and social media companies to extend its reach in Australia and pursue growth in other countries. It's currently focused on New Zealand, Singapore and Canada where organisations have similar requirements for archiving social media conversations.

A Partner Community on Salesforce helps Brolly connect with partners in all these regions and work with them to streamline customer engagement. It helps ensure they’re aligned in their approach and customers are not asked for or sent the same information twice.

“Given the sales cycle is so long, we may be talking to hundreds of customers at once and it is very likely our partners will be speaking to some of them too. Salesforce helps us manage that cross over and makes it easy to share collateral and collaborate on proposals,” said Martina.

Scaling success

With the help of Salesforce, Brolly is now accelerating its growth. It has tripled the number of opportunities in its pipeline and is winning 82% of those that are qualified. It has also increased its annual contract value by 6x. The planned rollout of Pardot will help sustain this momentum by bringing greater intelligence to marketing campaigns. In particular, Pardot will help Brolly to better understand the impact of campaigns and use this information to tailor engagement.

Service Cloud is also on the roadmap as Brolly seeks to fully leverage its Salesforce data to personalise the customer experience, including support.

“By bringing all of our customer information together in one place, Salesforce allows us to be a lot smarter about how we engage with our customers and personalise their experience, our messaging and engagement,” said Martina. “It also gives us the ability to work more efficiently which is important for any business in the scale-up phase.”

 
 

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