Opportunity on Demand: Turnkey's journey to streamlined RevOps!
a.k.a. Revenue Operations
Discover how Pixcell assisted Turnkey Group in achieving transformative results by revolutionising customer success pipelines, implementing lead qualification methodologies, and streamlining sales processes. This success story highlights the power of collaboration, technology integration, and a forward-thinking approach in navigating the complexities of modern business.
Industry: Sustainable Tech
HubSpot Licence: Sales, Marketing & Service Professional
Website: www.turnkey.tech
Problem Statement
Turnkey faces operational hurdles, including the absence of standardised lead filtration, manual customer success workflows, and communication challenges due to a substantial client base. Unqualified leads entering the sales pipeline result in inefficiencies, revenue loss, and missed sales quotas. Manual customer success processes cause a disconnect, leading to lost client information and missed upselling opportunities. Communication challenges with a large client base cause delayed reminders and potential dissatisfaction. Unstandardised sales processes create internal silos and hinder real-time visibility. Inadequate client information exchange impedes effective lead nurturing. This case study explores strategic initiatives implemented to optimise Turnkey's operations for efficiency, client satisfaction, and revenue growth.
What were the challenges
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No standardised lead filtration process allowed unqualified leads to be part of the sales pipeline. Unqualified leads in the pipeline reduced productive sales efforts resulting in loss of revenue, inaccurate reporting and missed quarterly sales quotas.
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Customer success processes were being managed offline. This forced a disconnect between Sales and Customer Success during client handoff, resulting in loss of client information and missed upselling opportunities.
Due to a large client base, the manual process made it difficult for reps to stay in touch with clients in a timely manner. This led to late re-subscription reminders and, in some cases, unhappy customers.
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Turnkey had a complicated and unstandardised sales process which was partially managed offline. Sales reps across regions developed their own processes based on their personal preference, creating internal silos within the department. This led to inaccurate data in HubSpot and made it difficult for managers to have real-time visibility along the sales pipeline.
Additionally, client information necessary for lead nurturing was not passed between sales reps, resulting in inadequate lead nurturing
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Sales representatives had to create and send quotes to their potential clients manually via email. The sales process did not follow a standardised quote template, which meant that every time a representative sent a new quote, they had to spend a significant amount of time creating it. Consequently, this resulted in additional manual administrative work for the sales team.
So, How did we solve these challenges?
Pre-vetted Leads Entering Pipeline
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The qualification process was streamlined to be more efficient and time-effective, enabling sales reps to quickly and accurately assess leads based on the established criteria.
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A lead qualification methodology was introduced, mandating sales representatives to meticulously match lead client information with Turnkey's ideal customer profile.
This forced matching process ensured that only leads meeting the minimum requirements and aligning with Turnkey's ICP would proceed into the sales pipeline.
Absence of a Customer Success Pipeline
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A customised pipeline was developed on HubSpot to cater specifically to the needs of the Customer Success team.
Newly won deals were automatically boarded onto the pipeline, ensuring that all relevant information collected by the sales team was seamlessly transferred for efficient customer management. -
New deals in the Customer Success Pipeline are seamlessly integrated into the automated workflow. A representative is assigned onboarding, and the deal is updated with upcoming tasks. Management is notified and can view the updated deal information to track progress.
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An automated notification system was integrated into the pipeline to alert customer success agents when a client approached the end of their subscription.
This proactive approach allowed the customer success team to engage with clients well in advance, addressing any concerns and providing a smoother renewal process. -
Upon notification, the client's stage in the pipeline automatically transitioned from 'Active' to 'Pending Renewal,' providing enhanced visibility for the customer success team.
This automated stage change facilitated a structured approach to client management, ensuring that renewals were actively tracked and managed.
Unstandardised Sales Process
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Deal stages were identified through collaborative sessions, ensuring alignment with Turnkey's specific sales processes.
The pipeline was redesigned for clarity and ease of use, providing a visual roadmap that resonated with the workflow of the sales team. -
Email automation was integrated into the pipeline to streamline communication as deals progressed through different stages.
Notifications were set up to inform sales agents when a deal transitioned to a new stage or got assigned to a different agent, ensuring timely and informed actions. -
To enhance information exchange between sales agents, mandatory client information fields were created, sales agents were required to fill these fields before advancing the deal to another stage, promoting comprehensive data capture and improved internal communication.
Offline Quote Creation
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The implementation of HubSpot quotes into Turnkey Group's account. This strategic move aimed to leverage the robust features of HubSpot to simplify and centralise the quoting process.
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Recognising the value of time in the fast-paced sales world, we took innovation a step further. Two pre-designed and dynamic quotes were meticulously crafted, serving as templates that sales representatives could easily access and utilise.
What was the impact?
Lead Qualification
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The streamlined qualification process enhanced the overall efficiency of the sales team, enabling them to prioritise and pursue leads more effectively.
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The forced matching process significantly improved the quality of leads entering the sales pipeline, ensuring that sales representatives focused their efforts on prospects with the highest potential for conversion.
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Turnkey experienced resource optimisation as sales efforts were directed towards leads aligned closely with the ideal customer profile, reducing wasted time and resources on less promising prospects.
Customer Success Pipeline
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The dedicated pipeline streamlined customer success operations, providing a centralized platform for client interactions and data management.
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The automated notification system empowered customer success agents to take a proactive approach to subscription renewals, resulting in improved client satisfaction and retention.
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The automatic stage change from 'Active' to 'Pending Renewal' improved visibility, enabling the customer success team to prioritize and focus on clients approaching subscription renewal.
Standardised Sales Process
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The redesigned pipeline improved clarity, making navigating and understanding deal progression simple.
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Email automation streamlined communication, reducing delays and ensuring that sales agents were promptly informed of changes in deal status.
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Mandatory client information fields ensured lead data was efficiently exchanged between sales agents, reducing errors and enhancing collaboration.
HubSpot Quote Utilisation
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HubSpot now serves as a single source of truth for Turnkey, storing the complete lifecycle of deals from creation to closure, including quotes.
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Integration of HubSpot quotes streamlined Turnkey Group's quoting process. Enabling instant quote generation, boosting efficiency and reducing the time spent by sales representatives.
Elizabeth Gooch
Chair & Non-Executive Director