with Phil Lacorte, VP, Revenue Operations
Trifacta, the industry pioneer and global market leader in data preparation technology, was growing rapidly and knew that in order to keep up with its growth, it needed to improve operational efficiency and accelerate time-to-revenue.
Before LeanData, they were bogged down by a complex system with poor data quality. A lack of standardized processes and error-prone lead routing hindered productivity, resulting in a slow lead response time.
Trifacta is the industry pioneer and global market leader in data preparation technology, serving more than 12,000 customers including Fortune 1000 companies. Trifacta helps people unlock the potential of their data and increase their productivity.
Recently, the company raised $100 million in funding to support its rapid expansion. Trifacta was also named LeanData’s OpsStars 2019 Award Winner for Emerging Team of the Year.
To keep up with its growth, Trifacta knew it needed to improve operational efficiency and accelerate time-to-revenue. That’s when the company decided to hire a revenue operations team, led by Phil Lacorte. Lacorte began his career as an SDR, and now as VP, Revenue Operations at Trifacta, he’s focused on driving marketing, sales, and customer success.
“Operations is the center of a lot of movement between sales, finance, IT, legal, customer success, and marketing. You have to be the source of truth for those different groups and drive results for the entire company through a holistic view,” Lacorte said.
Outgrowing an inefficient, error-prone system
Before implementing LeanData, Trifacta was bogged down by the limited functionality of its legacy system. Many of the lead routing rules were built in Salesforce by various consultants, and the system had a long, complex list of rules that didn’t always work properly. Poor data quality and hygiene compounded problems further.
SDRs constantly received the wrong leads, and once the correct leads did get to them, it could take several days to follow up. For a period of time, the system sent every lead to every SDR, and in another instance, leads disappeared from SDRs. “It was just non-stop wasted productivity,” Lacorte said.
Finding a solution to drive action and revenue
With an eye on accelerating results across the company, Lacorte and his team honed in on addressing Trifacta’s challenges. They knew they needed a SaaS solution to optimize their efforts.
The team chose LeanData to tackle Trifacta’s matching and routing issues because Lacorte was familiar with the software from his past experience at Host Analytics and Xactly, and he knew he could trust its capabilities. Trifacta implemented LeanData and set up matching and routing in two weeks.
“I knew LeanData was the one. It was huge to be able to fix that big of an issue for the company in such a short amount of time, and with such ease,” Lacorte said.
Increasing opportunity creation and lead response time
Today, Trifacta mainly routes leads to SDRs, but the company also routes leads with the highest conversion rates to corporate account executives so they can follow up directly. LeanData helps ensure this happens quickly. Trifacta has a set of partner accounts as well, and LeanData helps route the right leads to those alliances.
Lead response time takes less than 24 hours now, rather than five days. As a result, opportunity creation has increased by 25%, and stage 1 opportunity generation is at all-time high levels. SDR complaints about receiving the wrong leads (or no leads at all) have also declined drastically.
“The biggest benefit of LeanData has been getting the right lead in the right hands in less than an hour,” Lacorte said. “It's amazing.”
Improving operational efficiency and collaboration
Trifacta is no longer bogged down by tech with limited functionality. Now, when the company makes territory changes and needs to update leads en masse, it can execute the process smoothly with LeanData. This is especially helpful because Trifacta has a small team and needs to be able to act quickly to make time for new initiatives.
In addition, collaboration between Trifacta’s sales and marketing teams has increased, and the company has a good relationship with LeanData.
“To be able to call on LeanData at any time to get help is huge for me,” Lacorte said. “It's always been one of the key things I look for in a vendor—that they’ll be able to help me, whether it's through implementation or post-sale, and LeanData was definitely there. The customer support has been great.”
Optimizing for future growth
Trifacta has recently started working on a large, critical customer database project with LeanData. Trifacta currently uses the Salesforce Community Cloud and needs its cloud users to be attached to specific customer accounts, which requires LeanData’s matching capabilities.
“We’ve wanted to do this project for years, but haven’t been able to until now. To be able to call LeanData and hear, ‘Yeah, we've just done that five times with other customers and we can implement it within a day or two,’ is fantastic. We’re really excited.”
Looking forward, Trifacta is interested in exploring LeanData’s integration with Salesloft, as well as LeanData’s Attribution solution. Lacorte says a benefit of LeanData is that it’s like an extension of his team to help drive future growth.
“That’s why my advice to anyone looking for a revenue operations platform is to buy the best in breed products. Don't waste your time trying to build something yourself,” he said. “Hire an operations person who can look at your processes and systems holistically, and buy a solution that can help you execute and accomplish projects.”
Trifacta helps individuals and organizations unlock the potential of their data. The company’s data wrangling solutions empower customers to improve efficiency, launch new analytics initiatives, and do more with data of all shapes and sizes.
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