Case Studies

Cybrary Customer Story

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CUSTOMER STORY INDUSTRY Information Technology & Services HEADQUARTERS College Park, MD CHALLENGES Cybrary receives between 10,000 to 20,000 new leads per week that the company had to manually prioritize and assign. Lead assignment lived with one team member, causing a bottleneck. This meant Cybrary wasn't able to route qualified leads to SDRs for follow-up in a timely manner. It took nine months to get through a massive backlog of leads. Cybrary didn't have the ability to enforce service level agreements (SLAs), and didn't have time to study conversion rates or review processes and results on a granular level. SOLUTIONS LeanData Routing increases efficiencies and accelerates response time by enabling custom routing rules and facilitating the speedy delivery of leads to the right reps at the right time. LeanData Matching automatically matches leads to existing accounts with the industry's leading fuzzy matching algorithm. RESULTS Within the first quarter of LeanData implementation, Cybrary experienced: 64% increase in completed product demos 45% more opportunities created 133% increase in new pipeline 38% growth in number of closed won opportunities 98% increase in revenue f rom closed won opportunities Cybrary Automates Sales Processes and Grows Pipeline by 133% with LeanData - With Cami Ragano, Senior Director of Business Marketing and Ryann Morrow, Director of Sales Development Cybrary is a cybersecurity and IT workforce development platform with over 2.6 million users who are advancing their careers and their teams with the company's award-winning online course catalog. The organization has made significant changes to its sales function over the past few years, which started when it began using Marketo to capture leads. Initially, Cybrary had to manually export and upload these leads into Salesforce to route them to its then-offshore sales team. The company's next step was to sync Marketo and Salesforce to eliminate that manual process. Cybrary continued to evolve, moving sales development in-house in 2019, and hiring Ryann Morrow as director to build a team of sales development representatives (SDRs) f rom the ground up. However, lead routing was still a manual process at this point, which lived with Morrow in her spare time. The need to automate lead routing to drive revenue growth quickly became clear. Cybrary receives anywhere f rom 10,000 - 20,000 new leads per week. Morrow alone was responsible for routing these leads manually, which caused a bottleneck. And the high volume of leads and a lack of time didn't allow for her to implement any type of strategy. This meant that Cybrary wasn't able to quickly route qualified leads to SDRs for follow up, which negatively impacted time to revenue. Even after the organization hired Morrow, it took nearly a year for her team to get through the massive backlog of leads. Cybrary also wasn't able to enforce service level agreements (SLAs) because of the volume of leads the company was dealing with, and the lack of visibility and automation in the sales process. Morrow and her colleague Cami Ragano, Senior Director of Business Marketing, had to manually go into Salesforce to see which leads were assigned to which sales team members and whether the leads had been contacted. If someone hadn't reached out to a lead, Morrow and Ragano would move the lead to another person. This caused headaches as they tried to get account executives (AEs) to contact leads in a timely manner. "It was system overload to say the least," Ragano said. Cybrary was bogged down by manual work, and didn't have time to study conversion rates or review processes and results on a granular level. Streamlining the sales function had become overwhelming.

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