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Increase in leads and new sales at Droids On Roids

Droids On Roids is a Wroclaw-based software house that has been specializing in mobile and web application development since 2011, primarily targeting the US and UK markets. In 8 years, the company has grown from 2 co-founders and one employee to nearly 60 people and has twice earned a spot in the Deloitte fast 50 report for the fastest-growing technology companies in central Europe.

01

Challenge

With the rapid growth of the company, there arose an increasing need for new sales strategies. In early 2018, Droids On Roids unexpectedly lost several strategically important clients, leaving the sales pipeline empty.

An analysis of salespeople’s activities revealed that the department was inefficient, leading to a situation where the CEO of Droids On Roids was the bottleneck, solely responsible for finalizing the sales process.

Balancing the management of such a large organization with ambitious financial plans proved challenging. Moreover, when the CEO takes on sales responsibilities, the opportunity cost associated with handling lower-quality leads becomes a significant concern.

The CEO’s limited capacity and the increased cost of hiring new specialists resulted in the company, despite its strong business momentum, experiencing losses in the first quarter of 2018.

The founders of Droids On Roids decided to take matters into their own hands – they carefully analyzed the company’s situation and identified the major challenges in marketing and sales. To address some of them, Wojtek and Tomek sought support from Casbeg and initiated a collaboration.

02

Solution

The first step we took together to regain profitability and meet financial plans was to streamline marketing and sales analytics. We analyzed the data in the CRM, checking every transaction and lead. We searched for bottlenecks in the sales process and conveyed our findings to the marketing team.

To precisely understand customer acquisition channels, we decided to integrate the CRM with a Google Analytics account. Based on the information gathered, we focused most of the marketing budget on the best converting channels, including Google Ads.

To relieve the sales pressure on the company’s CEO and allow them to work on the business rather than in it, we supported Droids On Roids in the search for a salesperson.

03

Results

The openness of the client team to substantive discussions and the diligent implementation of jointly developed conclusions meant that there was no need to wait long for results and their iteration.

Two months after the start of the inbound campaign, the number of leads increased, but their low quality did not translate into sales. Thanks to earlier analytics configuration, we quickly diagnosed the cause – a large portion of leads came from countries with low conversion probability. We changed the direction of the marketing campaign, and the higher quality of new sales opportunities meant that the slots for all teams were filled by the end of the quarter in January 2019.

The financial result of the first three months of 2019 exceeded management’s estimates and the company ended the quarter with a profit balancing the losses generated in 2018.

In 6 months, we managed to organize and improve the effectiveness of marketing and sales. Today, closing sales is not solely dependent on the CEO – thanks to the collaborative efforts of Droids On Roids and Casbeg, a dedicated person responsible for closing contracts joined the team.

With a complete team, precise analytics and a pipeline that meets the needs of a larger company, the management can focus on further business development planning.

Casbeg has helped us be consistent in our sales efforts by introducing an iterative approach to improving the sales process while focusing on the numbers. Making decisions with analytical data makes our work easier and yields more reliable and consistent outcomes.

Wojtek Szwajkiewicz CEO & President of Droids On Roids

We appreciate Casbeg for setting specific goals in many fields (Google Ads, Analytics, Facebook Ads, SEO), insightful analytics, punctuality as well as sticking to meeting times and sending actionable summaries.

Tomasz Muter Co-founder & Vice-president of Droids On Roids

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