At a Glance

What they needed:

  • Email data and consistent email messaging to drive sales reps through an efficient sales process with predictable results.
  • Remove the administrative burden on reps to free up more time for selling.
  • Real-time, actionable email data to help reps prioritize follow-up and determine next steps.

What they did:

  • Analyzed sales email data to drive measurable improvements in their sales process.
  • Leveraged individual email tracking events to help reps prioritize prospects and strategize next steps.
  • Provided tested, consistent email messaging across teams from template tracking data.

What they accomplished:

  • Grew new business well over 20%
  • Improved rep’s overall call connection rate by 29%
  • Increased email response rates by 31%, leading to fewer “touches” to move deals through the pipeline
“For the first time ever, we can measure our sales output and understand the specific steps that lead to success. This allows us to create a consistent process that allows us to create accurate forecasts and drive predictable results, month after month.”
   -- Tim Bertrand, VP of Worldwide Sales,
      Acquia

Yesware Drives Predictable Revenue Growth for North America’s Fastest-Growing Software Company

Business

Acquia helps many of the world’s biggest brands deliver digital experiences with greater agility and speed. The company provides cloud-based solutions for content, community and commerce to more than 4,000 organizations. In 2013, Deloitte named Acquia the fastest growing technology company in North America. Headquartered in Burlington, MA, the company employees 425 employees across four continents, including over 60 salespeople.

Looking for Efficiency, Consistency, and Data

As part of a rapidly growing technology company, Acquia’s sales team is constantly looking for ways to be as efficient as possible. But without a sales empowerment tool, Acquia was struggling to maximize the sales team’s potential.

Acquia’s sales team was spending a lot of time on administrative tasks and redundant work, which took away from time spent selling. Sales reps were devoting two hours a day copying/pasting emails and manually entering data into Salesforce, and sales managers were spending hours each week checking with reps to make sure Salesforce data was up-to-date.

Even when sales data was accurately compiled, Acquia’s sales team noticed meaningful blind spots as they attempted to structure a sales process that would drive more predictable revenue. Like many sales teams, Acquia had almost no data about how an individual email performed, much less aggregated data on the effectiveness of their email communication.

“Other than the reply (or lack of one), we had no way of knowing how the prospect interacted with a given email,” said Tim Bertrand, Vice President of Worldwide Sales at Acquia. “And we really had almost no data to help us determine whether our messaging was working or how we might help our reps improve.”

Integrated Sales Empowerment

Acquia sales reps discovered Yesware while exploring the Google Apps Marketplace. After implementing the tool in the summer of 2013, they quickly came to appreciate how Yesware integrates seamlessly with Gmail, Google Calendar, and Google Drive, making for a short learning curve. For example, with Yesware, reps select email templates; track emails, attachment views, and link clicks; schedule emails, and sync email data to Salesforce, all from within the Gmail compose window. Yesware also allows reps to also track attachments uploaded from Google Drive, and sync Google Calendar with Salesforce.

“Yesware is rare among sales tools in that it’s equally beloved by the reps and the managers,” Bertrand said. “Yesware spread so quickly among our reps that we had dozens of heavy users by the time it got to me and our managers.”

One of the sales team’s favorite Yesware features is email templates. With this feature, sales reps avoid re-writing frequently-used emails, and can send more emails at the click of the button. Sales managers use the feature to aggregate template tracking data, including email opens, link clicks, replies, and attachment views, across teams. Sales managers also use templates to iterate on email messaging and provide reps with top performing templates in real-time.

“Yesware allows us to test different templates and use the resulting data to determine which templates drive deals forward at each stage,” said Bertrand. “The ability to easily identify our best templates and instantly share them across our sales team makes it easy to ensure we’re consistently using our most effective messaging throughout our sales process.”

Driving Predictable Revenue

Acquia sales reps save over two hours a day with Yesware’s Salesforce integration and templates feature, as reps no longer spend time manually entering data into Salesforce or re-writing emails. By using data from Yesware’s email tracking feature to send more timely emails, and by using templates to send emails with consistent, tested messaging, reps increased email response rates by 31%, leading to fewer “touches” to move deals through the pipeline.

In addition, utilizing Yesware to track email opens, link clicks, and attachment views makes it easier for sales reps to prioritize prospects and determine next steps, including when they should call prospects. For example, reps who called a prospect after the prospect opened an email, clicked a link, or opened an attachment connected with that prospect over 34% of the time. Overall, Acquia’s use of Yesware data to determine who and when to call improved reps’ overall call connection rate by 29%.

“Yesware’s tracking data has helped us become much more effective at determining the next calls to action,” said Bertrand. “Combined with Yesware templates, our reps are now able to send the ideal messaging to the right person at the best possible time.”

“Yesware’s tracking data has helped us become much more effective at determining the next calls to action. Combined with Yesware templates, our reps are now able to send the ideal messaging to the right person at the best possible time.”

Acquia also uses Yesware to collect detailed data about their sales process; information that was previously obscured. Managers now see data on reps’ email activity, allowing them to better strategize messaging and next steps to help close deals.

“For the first time ever, we can measure our sales output and understand the specific steps that lead to success,” said Bertrand. “This allows us to create a consistent process that allows us to create accurate forecasts and drive predictable results, month after month.”

Thanks in part to Yesware, Acquia’s new predictable revenue sales process helped the prospecting team grow its qualified sales pipeline significantly in one year. Although there were a number of factors in driving this overall growth, Acquia reported that Yesware’s efficiencies, real-time data, and messaging improvements have driven well over 20% in new sales growth.

“Yesware has been a crucial factor in our helping us become the fastest-growing software company in North America,” said Bertrand. “I’d highly recommend it to any sales leader who wants better, more actionable data to drive predictable sales processes."