More leads and sales in software development company

Challenge

• As the company rapidly expanded, so did its need for new sales. In early 2018, Droids On Roids unexpectedly lost several paramount strategic clients, and the sales pipeline was empty.
• An analysis of the sales team’s team’s performance revealed inefficiencies, resulting in a situation where the CEO of Droids On Roids became a bottleneck and the only person responsible for closing sales.
• Managing such a large organization while meeting ambitious financial goals was challenging. Additionally, when the CEO handles sales, the opportunity cost of dealing with lower-quality leads is very high.
• The CEO’s capacity and rising costs of hiring new specialists meant that despite a great business run, the company started reporting losses in the first quarter of 2018.
• The founders of Droids On Roids decided to take matters into their own hands—carefully analyzing the company and identifying the primary marketing and sales challenges. For part of the solution, Wojtek and Tomek sought support from Casbeg, marking the start of our collaboration.

Solution

The first joint step to regaining profitability and achieving financial plans was streamlining marketing and sales analytics. We analyzed data in the CRM, checking every transaction and lead. We searched for bottlenecks in the sales process and shared our findings with the marketing team.

• We integrated the CRM with Google Analytics to better understand client acquisition channels. Based on the collected information, we focused most of the marketing budget on the best-converting channels, including Google Adwords.
• To relieve the company CEO’s role in handling sales and allow him to work on the company rather than in it, we supported Droids On Roids in searching for a candidate for a sales role.

Results

• Within two months of starting the inbound campaign, the number of leads increased, but their low quality did not translate into sales. Thanks to the earlier setup of analytics, we quickly diagnosed the cause: a large portion of the leads came from countries with a low likelihood of conversion. We changed the direction of the marketing campaign, and the higher quality of new sales opportunities meant that in a couple of months, the company sold 100% of its delivery capacity until the end of the quarter.
• The financial results of the first three months of 2019 exceeded the management, and the company ended the quarter with a profit that balanced out the losses generated in 2018.
• Casbeg streamlined the company’s marketing and sales operations within six months, making it more effective. Today, closing sales are no longer dependent solely on the CEO—thanks to the collaboration between Droids On Roids and Casbeg, the team now has a dedicated person responsible for closing contracts.
• With a complete team, precise analytics, and a pipeline tailored to the needs of a larger company, the management can focus on further business development planning.

Would you like to achieve similar results in your business? We’d love to have you as a client. Feel free to contact us at [email protected]