RevPartners Optimizes Riverside's Pre-Sales SQL Process

The Challenge

Multiple SQL Instances without Tracking

• Issue: Riverside encountered challenges in tracking instances where a company could become an SQL multiple times.
• Implication: Lack of visibility into multiple SQL occurrences led to mismanaged data and hampered accurate performance evaluation.

Manual Process with Custom Object for Tracking:

• Issue: Riverside relied on a manual process involving a custom object to track SQLs.
• Implication: The manual process introduced errors and inconsistencies in data, rendering the company object to SQL mapping inaccurate and untrustworthy.

Absence of Pipelines in the "Educate" Stage

• Issue: Riverside lacked structured pipelines in the "educate" stage.
• Implication: Without a defined pipeline, tracking SQL conversions and managing the transition from SQL to other stages became cumbersome and prone to errors.

The Solution

Introduction of RevOps as a Service

• Strategy: RevPartners leveraged "RevOps as a Service" to provide a comprehensive solution.
• Implementation: The solution involved strategic changes without platform migration, utilizing the existing HubSpot CRM and marketing platform.

Overhaul of the "Educate" Stage

• Approach: RevPartners initiated a strategic overhaul in the "educate" stage to address the SQL tracking challenge.
• Implementation: A transition from a manual custom-object-based system to a structured pipeline approach was implemented for accurate and reliable tracking.

Creation of Specialized Pipelines

• Customization for Agency SMB and Enterprise:
  • Issue: Agency and enterprise pipelines had unique characteristics.
  • Implementation: Specialized pipelines were created, ensuring alignment with the sales cycle dynamics while maintaining consistency in stages.

Enhanced Attribution and Integration

• Attribution Accuracy:
  • Solution: Every deal was associated with a specific pre-opp instance for improved attribution accuracy.
  • Outcome: Riverside gained the ability to precisely track the journey of each deal from SQL initiation to closure.

Advanced Visibility for Decision-Making

• Tracking Closed-Lost and Unqualified Reasons:
  • Solution: The new system allowed Riverside to track closed-lost and unqualified reasons.
  • Impact: The data provided insights for strategic decision-making and optimization of investment between inbound and outbound channels.

The Impact

Accurate Tracking Achieved

• Result: Riverside achieved accurate and reliable tracking of SQL instances.
• Impact: The company now had a solid data foundation for performance evaluation and strategic planning.

Detailed Cohort Analysis and Planning

• Result: Riverside gained the capability for detailed cohort comparisons, analyzing durations from SQL to deal initiation.
• Impact: Strategic planning and resource allocation were optimized based on comprehensive cohort analysis.

Informed Decision-Making and Optimization

• Result: Enhanced visibility into closed-lost and unqualified reasons.
• Impact: Riverside empowered itself with data-driven decision-making capabilities, optimizing investments in inbound and outbound channels.