What do they do?
Food safety and quality application
What was the challenge?
Underperforming sales team, low quality client feedback from sales.
What was done?
ICP validation, Sales Process, Sales Hiring, Pricing, Cross team collaboration
Results
5x Sales ROI, 3x Deal Size, 87% more growth, Positive NRR
Elor helped us set priorities and identify the key areas for business growth, enabling us to elevate our operations to the next level. Direct, focused on the most critical aspects, without unnecessary frills – that’s how I would describe our weekly meetings. Good working culture and courtesy made working together a pleasure.
Katrin Liivat, CEO & Founder
FoodDocs had challenge that the sales team was underperforming. Besides low revenue growth they weren’t getting quality feedback on the needs of their clients from the sales team.
This meant that not growing as fast as they wanted, they were also not getting enough learnings from the market while the runway was burning away from their $2.1M seed round.
FoodDocs had good inbound leads flow with hundreds of inbound leads a week and product that was getting good market feedback.
Since none of the founders or executive team had B2B SaaS experience it was hard to figure why their 5 person sales team was underperforming. After the first call with Elor and some hard questions they were ready to collaborate with ScaleMode.
Lead Scoring and lower cost
To improve the results, we set in place lead scoring. We focused on highest impact leads and pushed the rest to self-service. The highest impact leads were leads with ongoing food safety and quality monitoring need. That made them continuously use the platform(lower churn) and motivated to pay a higher fee.
This established transparency on true quality of the leadpool and set a baseline on how many qualified sales ready leads(SQL) FoodDocs had. This showed that we had leadpool sufficient for 2 sales people. We were able to lower the headcount from 5 sales reps to 2 in the first quarter of collaboration.
Sales coaching and predictable sales
Once we established what were the right leads, we started maximising our sales skills to these leads. Elor started participating on bigger potential calls and coaching the sales team on discovery and next steps.
Also robust sales stages were put in place and reporting along with a weekly pipeline reviews. This started giving predictable sales results. It also kicked off learning and feedback loops within sales and feeding quality information to marketing and product.
5x sales ROI, more growth, less churn
With the 60% smaller team FoodDocs closed 2 times more new revenue. Also two record 5 figure deals were closed that were mayor logos and delivered mayor growth.
Overall new sales lead revenue growth also accelerated by over 87%. Also with a healthier new client pool that had a higher need for the service churn was lower and FoodDocs posted positive Net Revenue Retention(NRR), which is unusual for an SMB segment application.
With the new sales process and predictability allowed them to move the sales team to North America. Elor also helped FoodDocs to hire the right candidates. After a few months of handover the knowledge transfer from Elor was completed and FoodDocs sales ran independently.
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