Case Studies

Zoom Case Study

The best content for understanding the latest trends in data-driven lead-flow management

Issue link:

Contents of this Issue


Page 0 of 2

CUSTOMER STORY INDUSTRY Information Technology & Services HEADQUARTERS San Jose, CA CHALLENGES Custom code in Salesforce became increasingly difficult to manage as Zoom grew and routing rules became more complex. Changes also required developer resources, which meant the Sales Operations team wasn't able to easily try new lead management initiatives or fine tune processes. Zoom needed a lead management solution that could help the company scale quickly to keep up with its rapid growth. SOLUTIONS LeanData Matching automatically matches leads to existing accounts with the industry's leading fuzzy matching algorithm. 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. RESULTS Speed: Leads are getting routed to the right reps more quickly than ever before. Agility: Changes that used to take months now take one week or less to implement. Scalability: LeanData enabled Zoom to manage unexpected, explosive lead volume f rom around the world as businesses, schools, and individuals struggled to stay connected during COVID-19. Zoom Uses LeanData to Manage and Scale Exponential Lead Growth - With Caterina Torres, Team Lead, Sales Data Systems and Process Management and Michael Fedynyshyn, Senior Manager, Sales Operations and Strategy Zoom Video Communications, Inc. is the leading video-first unified communications-as-a-service company in the IT industry. The organization has been in a high growth phase for the past several years, and the Sales Operations and Strategy team now spans four continents. As Zoom's business evolved, the company recognized a need to have systems in place that could scale with its growth and allow the company to be nimble. In 2019, this led Zoom to seek out a lead management solution. Over the years, Zoom had built out custom matching and routing rules in Salesforce, but as they grew, it became increasingly difficult to manage the sophisticated rules they needed in place. The company's Sales Operations and Strategy team relied on developers to make changes to their processes, which took time and planning. In addition, other projects were generally prioritized because the current lead management process did work— however, the team knew it could be improved. "We weren't able to keep up with changing corporate initiatives, and we needed to be more agile," said Michael Fedynyshyn, Senior Manager, Sales Operations and Strategy at Zoom. "We were running before we walked," added Caterina Torres, Business Analyst and Team Lead, Sales Data Management at Zoom. Zoom's team needed to step back and examine CRM processes from an operations standpoint, as well as an overall business perspective. An agile and supportive vendor partnership Zoom initially considered continuing to match and route leads using existing internal resources. However, some of the company's team members had used LeanData at previous organizations and recommended the solution. Zoom ultimately decided that it needed a vendor that could adapt to the business's growth, and LeanData was the company's top choice. "LeanData offered everything we needed—agility, the ability to move quickly to keep up with us, and a real partnership," Fedynyshyn said. Zoom had an aggressive timeline of three months (January to March 2020) to implement the software before the company's next quarter started, and to align with its internal Salesforce release schedule. During that time, Zoom worked closely with LeanData to build and execute an implementation strategy.

Articles in this issue

Links on this page

view archives of Case Studies - Zoom Case Study