We’re competing against some massive companies. We need to close deals in smarter ways. Salesforce is key in this strategy”

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LogPoint scales a smarter way to sell with Salesforce

When the world’s largest enterprises want to protect themselves from Cyber threats, one of the biggest investments they make in Cyber solutions is SIEM (Security Information and Event Management).
Some of the biggest enterprise software businesses in the world compete in this space.
And so does the European company LogPoint, headquartered in Copenhagen, Denmark. During the past 10 years LogPoint has grown from a small but dynamic, Nordic-focused start-up to a global company, with offices throughout Europe and the US, serving over 1,000 customers.

Of course, this sort of hyper growth – unusual in an industry this competitive – doesn’t come by itself; LogPoint has leveraged multiple new technologies to achieve its amazing business results.
Unlike it’s larger competitors, LogPoint makes it easy for enterprises to leverage machine learning and other modern technologies within Big Data. In addition to this, LogPoint has a unique business model that enables it to offer a flat licensing model. This model dramatically reduces the cost of collecting and analysing huge volumes of data.
It’s a unique value proposition that most data-hungry enterprises haven’t been able to ignore.
“We’re a market challenger,” says Nicolai Zerlang, VP of Marketing at LogPoint. “Our competitors have very deep pockets – we have to work in a smarter, faster and more disruptive way than they do. Salesforce is a core component of this aggressive market approach.”

Expanding the smart way

“Now LogPoint is expanding into new regions and verticals, we need to be able to track KPIs to measure efficiencies and track best practice,” says Nicolai. “We also need to make sure people sell in a unified fashion across all regions.”
Five years ago, though, this wasn’t possible. The team was using a dated CRM system, which was highly complicated to use and not agile enough to adapt to LogPoint’s growth requirements.
Without the ability to run regular reports or monitor dashboards for performance, it was hard to scale the operation and give everyone in sales and marketing the visibility to predict and manage the business.
Nicolai tested four or five different CRM systems before choosing Salesforce. For two big reasons. First, he knew he needed a flexible system.
“We didn’t want our organisation to fit into the CRM system, we wanted the CRM system to fit into our organisation. Salesforce can adapt to our processes and help us keep improving those vital and constantly changing processes. It was exactly what we needed,” explains Nicolai.
The second reason for choosing Salesforce was that it enabled LogPoint to create a differentiated experience for its global partners. 

Making partners’ lives easier

LogPoint aims to sell 100% through it’s channel partners. It was therefore very important to establish an approach to partner management which enabled partners to easily register and manage opportunities – and enabled Nicolai’s team to easily obtain an overview of, and track progress of, incoming deals.
“Making things quick and easy for partners is a key differentiator for us,” Nicolai explains. “Because partners perceive LogPoint as much more agile than our slower competition,” Nicolai explains.

Partner Communities was what LogPoint needed to make things easier both for its partners and Nicolai’s team
Prior to Partner Communities, LogPoint and its partners were exchanging exported Excel spreadsheets to stay on top of everything. Aside from being a cumbersome process, the company was also afraid that it wouldn’t have the latest data because there were many file versions being emailed around.
“There was a lot of management involved in the process which took away the focus from what really mattered – talking about deals and how to close them. It caused unnecessary friction with our partners. Now, however, the process has turned into a competitive advantage.”

LogPoint now has a clear line of sight on all of its deals. Nicolai and his team have a more reliable view of their pipeline and the partners have a very big reason to continue working with LogPoint.

Fuelling the Sales and Marketing collaboration

LogPoint’s marketing and sales teams have been sharing a single platform, with marketing creating campaigns in Pardot and the sales team tracking leads and opportunities on Sales Cloud.
Both teams have benefited greatly from the common insight the platform creates.
“As a marketing team, Pardot has given us a single solution that seamlessly connects all elements we previously did using different platforms,” he says. “And it has improved how marketing can add instant value to the sales teams across the company. ”

Nicolai explains: “Now, when a sales rep is looking at a lead or account, they can track all relevant information this prospect has been exposed to, such as what industry they’re in, what customer cases they have read on our website, what product pages they have looked at, and much more.”
Sales reps can also help the marketing team by moving leads into new nurture campaigns based on the stages in the marketing funnel, ensuring that the marketing team are sending those leads relevant collateral.

Since implementing Sales Cloud and Pardot, LogPoint’s sales cycle has been shortened by almost 40%.
That’s in large part because of how much more cohesively sales and marketing are working together. And it’s also helped that Nicolai can focus his teams on the deals they’re most likely to win, thanks to Einstein and a dashboard app they’ve downloaded from AppExchange.
“The dashboard allows us to track vital information in Salesforce like ‘opportunities without open activities’, and ‘opportunities that aren’t likely to close; based on Einstein scoring,” says Nicolai. “And Einstein notifies us when a close date for an opportunity is in the past.”

Keeping quotes under control

More recently, LogPoint has implemented Salesforce CPQ (with the help of Copenhagen-based Partner 4C) to give it visibility and control over the quoting process. This is a reflection on the company’s expansion into new – and varying – territories.
“We now have offices in France, Germany, Sweden, Denmark, the UK and the US,” says Nicolai, “and while there’s definitely room for regional variation, we do need consistency as a brand. So, we needed visibility from headquarters into what our customers and partners in these markets were actually receiving when we sent out quotes.”
At a particular stage in the sales process, Salesforce CPQ demands a quote, giving LogPoint visibility of the quote, and also of the expected product mix – which means it can now identify upselling opportunities and predict demand for its various product lines.
“We can see if we’re upselling our machine learning product enough, for example,” says Nicolai. “It’s easy to identify what percentage of our quotes that machine learning module is on. Before, these predictions were not very precise and often not possible, as the foundation was ineffective Excel gymnastics!”

A platform for future success

For Nicolai, LogPoint is now in a great position to keep its massive global expansion on track – and to keep outsmarting its incumbent competition.
“I am convinced that we have a really solid modern foundation for our sales and marketing operations,” he says. “Going forward, I think it’s really about improving our processes and utilising this data even more.”
“With Salesforce in place, we can scale in smarter ways.”

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