Fruition was unequipped to meet their internal lead generation goals and support the needs of its channel partner, ServiceNow—a cloud-based service management company. A lack of defined inside sales processes and expectations led to an ad-hoc team culture with unclear objectives. They needed a partner that could enhance their ability to identify opportunities to generate more revenue.
RESULTS
+ Optimized the inside sales team’s lead generation performance
+ Educated Fruition on how to define and execute a formal lead generation process
+ Improved existing sales automation to generate and convert qualified leads
CHALLENGE
Improve the use of Fruition Partners’ inside sales team as a lead generation channel and enhance their ability to identify opportunities and generate more revenue.
SOLUTION
We began by working with Fruition’s executive leadership team to define the role and responsibilities of the ISR team and gain buy-in with the territory sales leadership.
We needed to take into account both internal sales goals, as well as support joint Fruition and ServiceNow business development activities. We then helped to identify gaps and implement a transition plan to jumpstart the ISR team’s transformation.
As advocates of an integrated sales and marketing approach to lead generation, we developed a process to align activities from both departments. Materials supporting lead generation, such as lead scoring worksheets and lead conversion reports, were created to classify leads by marketing channel.
To improve the ISR team’s ability to identify opportunities over the phone, we developed call scripts and engaged in customer role-playing activities. We made recommendations on how to change the Salesforce CRM to support the lead generation process, then worked with the IT department to implement them.
RESULTS
Our understanding of how marketing and sales impact lead generation enabled us to develop an effective process, optimize the existing team’s capabilities and allow Fruition to take advantage of the defined role and processes immediately.
Our work with Fruition gave them a better understanding of the formal lead generation process. Equipped with standardized processes and armed with increased levels of automation, Fruition’s ability to identify opportunities as well as generate and convert qualified leads improved.
INDUSTRY
Information technology
PRODUCTS & SERVICES
Cloud Service Management
ABOUT
Fruition Partners, a global technology-enabled services firm dedicated to helping organizations improve efficiency and lower costs by elevating service management to the cloud, is now a part of DXC Technology.
SYMBIONT GROUP
Symbiont Group is an integrated marketing agency that helps B2B companies target, engage, reactivate and sell MORE.