The Entourage is Australia's largest training institution for entrepreneurs with a community of 360,000 small to medium-sized business owners. It delivers content, programs and events that help customers grow business fast, and it’s expanding rapidly itself with ambitious plans for the future.
Jack Delosa, Founder and CEO of The Entourage, said the company was on a mission to revolutionise training for business owners on a global scale. “We’ve spent the last eight years focused on building the best training program in the world when it comes to genuinely enabling businesses to grow commercially. The next eight years for us is about taking our program global.”
“Salesforce underpins our ability to reach more people and provide an experience that’s effortless for customers,” he said.
Today, The Entourage is set for scale, but just a few years ago it was operationally messy. There was no central view of customers or pipeline, or consistent way of managing service.
“Three or four years in, we were like a lot of businesses in that we were a victim of our success. We had gained new customers quickly, but didn’t have the right systems in place to service them,” explained Tim Morris, General Manager of The Entourage. “So despite our best intentions, something minor would slip through the cracks and suddenly become a big issue.”
Seeking to provide a better customer experience, The Entourage centralised service with Salesforce. Not long after, the company adopted Sales Cloud. Using both solutions together gave it a much better way to manage the entire customer lifecycle.
“For the first time, we had full visibility into our sales pipeline and a cross-company view of each customer,” said Morris. “We could track customers from lead to opportunity through to membership and manage all of their information in one place.”
The Entourage is now using Pardot to automate marketing and improve engagement with leads and customers. As soon as someone opts in to communications or registers for an event, they are funnelled through a nurture journey. Similarly, new members are sent on a welcome journey, tailored to whichever program they subscribe to. Customers are better supported throughout the sales process and beyond, and lead conversion is up 5%.
Morris was enthusiastic about the benefits of using a single platform to manage sales, service and marketing as well. “What’s great about Salesforce is that as your business grows, it helps you manage all the different pieces of the puzzle,” he said. “We can run dashboards on every part of the business and identify how we can better support customers throughout their lifecycle.