StoreYa Story
Inbound Sales Pilot for a leading
e-com online marketing SaaS
e-com online marketing SaaS
- 25+New monthly contracts from sales-assisted funnel on top of self-serve marketing sales
- 50%+Conversion rate from dial to signed contract
- 5Months from inception to a fully operating business unit with predictable conversions
StoreYa helps over 500,000+ e-commerce merchants scale faster and smarter by using a proprietary ML technology that optimizes Google, Facebook and other online ads.
Industry: e-Commerce, ML/AI ad optimization
ICP: SMB & MM
Geo: US, CA UK, EU
Industry: e-Commerce, ML/AI ad optimization
ICP: SMB & MM
Geo: US, CA UK, EU
CHALLENGE
StoreYa has been serving over half a million merchants for more than a decade, winning acquisition performance awards and exclusively partnering with companies like PayPal.
Previously, their customer acquisition had been done only through a self-serve marketing funnel, but in 2022, the leadership decided to test the economic feasibility of incorporating a human touch through a sales-assisted funnel.
The main challenge for Sales Unicorns team was figuring out an efficient way to convert high volumes of new contracts given StoreYa's expansion-oriented business model.
Previously, their customer acquisition had been done only through a self-serve marketing funnel, but in 2022, the leadership decided to test the economic feasibility of incorporating a human touch through a sales-assisted funnel.
The main challenge for Sales Unicorns team was figuring out an efficient way to convert high volumes of new contracts given StoreYa's expansion-oriented business model.
SOLUTION
#1: Impact Assessment. Before kickstarting the pilot, we've completed an assessment of potential increase of number of paying customers - through a personal outreach, custom demo and a sales proposal - based on the share of sales-qualified leads along with calculating expected ROI and assessing the technical maturity for a quick deployment of semi-automated inbound sales unit.
#3: Take Off. During the first couple months we were able to develop lead scoring models and critical automations, testing sales models to optimize for a shorter sales cycle and higher ACV.
After running the first 20+ sales conversations and brining the first contracts, we were able to refine the process and our tactics.
#4: Scaling. Having built a repeatable sales process, we designed in-depth sales playbooks with mechanics and tactics description, templates, calls recordings, etc. to support new hires, making sure new sales managers can hit the ground running in less than a month instead of taking the average 3-month ramp time.
#2: Audit. After the math made sense, we run an analysis of current processes, ICP, data quality, tech stack, and a suite of products. We also conducted a number of stakeholder interviews with leadership and customer success.
That allowed us to develop a refined pilot plan with budget estimates and initial sales strategy.
#3: Take Off. During the first couple months we were able to develop lead scoring models and critical automations, testing sales models to optimize for a shorter sales cycle and higher ACV.
After running the first 20+ sales conversations and brining the first contracts, we were able to refine the process and our tactics.
#4: Scaling. Having built a repeatable sales process, we designed in-depth sales playbooks with mechanics and tactics description, templates, calls recordings, etc. to support new hires, making sure new sales managers can hit the ground running in less than a month instead of taking the average 3-month ramp time.
RESULTS
During February-June 2023), we managed to:
#1: Implement all the necessary sales automation technology and processes including email outreach and cold calling tools that gave stable 90% open and 30% dial to connect rate - that made sure sales team could make the most out of the traffic they get.
#2: Design simple and scalable sales process, frameworks and scripts including objection handling tactics - that resulted in nearly 50% conversion rate from a sales conversation (demo) to a paid marketing pilot.
#3: Achieve steady 25-30 new paid clients each month.
#4: Design and hand over a sales handbook that explained the whole process and that the sales team could follow to the dot to get consistent sales month over month.
#1: Implement all the necessary sales automation technology and processes including email outreach and cold calling tools that gave stable 90% open and 30% dial to connect rate - that made sure sales team could make the most out of the traffic they get.
#2: Design simple and scalable sales process, frameworks and scripts including objection handling tactics - that resulted in nearly 50% conversion rate from a sales conversation (demo) to a paid marketing pilot.
#3: Achieve steady 25-30 new paid clients each month.
#4: Design and hand over a sales handbook that explained the whole process and that the sales team could follow to the dot to get consistent sales month over month.
