To ramp up sales productivity, Maths Pathway implemented Sales Cloud first and used it to apply more automation and intelligence to sales. Sales reps were able to build up a picture of all decision makers involved in opportunities and set up dashboards and alerts to ensure regular follow up with leads. This brought more structure and efficiency to sales, but there was still too much manual effort required to nurture and communicate with leads.
“We were collecting all these data points manually— like what people were looking at on our website— and it made it hard to segment our data and personalise messaging,” said Marinesco.
Adopting Pardot allowed Maths Pathway to bring more of its data into Salesforce and nurture leads in a more sophisticated way. Using features like the Engagement Studio, marketing is able to send customers the right message, at the right time, at every stage of their journey. It is also able to spin up personalised landing pages and forms to improve the efficiency and impact of campaigns. As a result, Maths Pathway’s open rates almost doubled and CTR improved by 367%.
The increased engagement has helped to shorten the sales cycle by an average of 6 months. Maths Pathway also now has a better understanding of leads and customers and can personalise their experience.
“All our information on decision makers and our communication with them is now in one place, and we can identify trends like 80% of those we meet with, will likely want to meet again. With all of these insights and efficiencies from Salesforce, the way we progress leads is pretty incredible,” said Marinesco.
Complementing all of this, Maths Pathway has automated quoting and contract management using Salesforce CPQ as well as DocuSign and Breadwinner from the AppExchange. These activities were a drain on time for sales reps and account managers in the past and renewals were left to the last minute. This made it difficult for the business to forecast and it was also inconvenient for teachers and school administrators as it meant they would be finalising the renewals at one of the busiest times of the year.
The difference between then and now is like night and day; renewals can be triggered with a click in Salesforce and contracts are just as easily signed by customers online. In addition, the sales team has completed nearly forty renewals three months ahead of the school year, as compared to zero the same time last year.