We wanted to qualify faster in the prospecting phase.
Of course at Vertify we’ve automated a lot of our processes but we found a way to personalize the outreach. We experimented with Calendly in a response; this works well for Sub $13k products vs. automating a call task in the CRM. Automating a call task in our CRM led to more qualified leads that were ideal customer profiles (ICP) and went through the funnel faster shaving off up to 5 days. Time to revenue is actually a KPI for us, so focusing on this metric serves twofold.
We noticed we were getting leads that weren’t quite qualified but we were spending the same amount of time as more qualified leads and wasting marketing resources. So we went further up funnel and optimized our Digital Ads and retargeting to be more specific to what we saw converting faster. We then saw a 2-3 day decrease in Average Days from Campaign to Revenue.
Addressing these processes led to a 7-8 day decrease overall from campaign to revenue that was ultimately repeatable. For any role in revenue operations, that’s a huge win. We saw an immediate improvement in our level of forecast accuracy the following quarter. We were also able to bring in 2 more deals based on these efforts that we would have probably missed had we not focused on the data and how to use it to improve.
How we continue to win
Because we’re running new campaigns weekly, we review this metric weekly on Mondays and heavily use the Month To Date feature to evaluate performance for the entire month.
See how to decrease your average days from campaign to revenue below.
Author: Matt Klepac | CEO | Vertify