ComplyCloud
ComplyCloud’s sees company growth takes wing with Salesforce
For many businesses, complying with regulations such as GDPR can be complex. While everyone wants to protect customer data and privacy, not all companies have the resources for in-house experts.
Market disruptor, ComplyCloud, has the answer: a smart, digital platform that’s like having your very own lawyer on tap. The company’s cutting-edge solution means businesses can achieve and maintain compliance with much less effort, while allocating 80% fewer resources to GDPR.
“We help customers save costs, democratise data, and get smarter about compliance,” said Glenn Rossen, Sales Director at ComplyCloud. “Customer loyalty is through the roof, and with Salesforce, we’re growing by 250% year on year.”
From start-up to scale-up in four years
Founded in 2017, Danish company ComplyCloud has gone from start-up to scale-up at an impressive pace. Its innovative solution isn’t just software, it’s a complete package of legal services. Customers can achieve ROI on resources saved in just three months, so it’s not surprising that the company reports less than 1% churn.
“We’re a small team with a big reach. Just six account managers have up to 300 meetings with prospects per quarter, and close 50% more deals than the competition. Salesforce means we can be more engaged, more efficient, and deliver better value to customers,” added Rossen.
But how did the company get here, and in such a short time?
When Rossen joined the company, ComplyCloud didn’t just get a new Sales Director. He brought a wealth of knowledge about how to digitalise and automate sales and marketing processes. Together with partner Adapt, the company implemented Sales Cloud in 2019, rolling out Pardot in 2020, and Service Cloud in 2021.
“We wanted to support the customer journey from end to end, and build that whole journey in Salesforce,” recalled Rossen. “Now we’ve got a high performing, customer-centric platform meaning we can operate efficiently at scale.”
A smarter approach to lead nurturing
To attract new business, ComplyCloud hosts events of up to 900 people, runs webinars with between 150-200 attendees, and has plenty of rich content on the website that browsers can download.
“We capture insights on what people are interested in, then map that to a lead nurturing journey in Pardot,” reveals Gitte Gormsen, Marketing Director at Comply Cloud. “Leads are scored, and when that hits a certain threshold, they’re hot enough to pass to the sales team for closing.”
Throughout the nurturing journey, the team uses AB testing to see which campaigns and messaging are the most effective. Salesforce is also integrated with a solution that tracks NPS, and prospects are sent surveys at important touchpoints – after webinars, for example, to find out which topics are in demand for the next series.
NPS is currently between +55-60, and with smart digital engagement strategies, NPS actually increased during the coronavirus pandemic.
Turning richer insights into revenue
To accelerate lead closing times, Salesforce integrates with ComplyCloud’s next generation presentation app, Prezentor. This enables the team to give interactive presentations with embedded video content.
“Greater transparency means we can adopt a much more targeted approach instead of sending everything to everyone,” adds Gormsen.
The team can also see when a customer is viewing the deck after the presentation, so they know the best time to reach out to the client in the closing stages of the opportunity.
“With Salesforce we have better insight into performance metrics, which helps us to optimise the sales process, cut lead times, and boost win rates,” said Rossen. “We love dashboards, we use them at every stage in the customer journey. Revenue grew by 250% last year, and we’re on track for the same this year while expanding from 12 to 45 staff.”
The value of greater visibility
When a lead converts, customers are on boarded quickly and easily by ComplyCloud’s legal specialists, and sent on a trigger based Pardot journey to keep them engaged. Tracking metrics capture how much they’re using the solution, and how they feel about it so the team can reach out if they need more advice or guidance. ComplyCloud also runs digital events to educate customers about new features and the latest news on compliance.
“Customer support is handled in Service Cloud. We’re only four months into our implementation, so it’s a learning curve,” said Rossen. In fact, ComplyCloud’s solution is so intuitive that the volume of cases is relatively low, but implementing best practices is still a priority to give customers a seamless support experience.
Next on the agenda, the team is implementing an integrated telephony system to track how many customers and prospects the research team is calling and how often they get through to the relevant people. This will help the sales team put more procedures in place to ensure they’re hitting their target of 300 client meetings per quarter, but it will also give the service team more insight on who’s on the other end of a call before answering from a pop-up window on the account.
“Whenever we add new functionality to our ecosystem, the first step is to make sure it integrates well with Salesforce,” said Rossen. “It’s a really important aspect of achieving 360-degree visibility of the customer.”
And that single source of truth is a valuable asset. The team is currently considering rolling out Einstein in 2022 to get smarter with data and become more predictive about customer needs.
ComplyCloud has built a strong foundation on Salesforce, and the future looks bright. “Salesforce helps us stay close to customers and build stronger relationships at scale. We’re well placed to expand into new markets, and not even COVID-19 could derail our growth journey,” concluded Gormsen. “It’s an exciting place to be.”
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