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 expert 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 a Director to build a team from the ground up. However, lead routing was still a manual process and then need to automate lead routing to drive revenue growth became clear.
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) from 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 from 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.
A robust, user-friendly solution
Cybrary had a hypothesis that the faster the company could route leads, the more likely the leads would be to convert—but a solution was necessary to reach this point. Cybrary needed a platform that could help automate sales processes and accelerate time to revenue.
During the vetting process, Cybrary evaluated LeanData (which Morrow had used at a previous company) and several other solutions. The company returned to LeanData every time. The solution could handle Cybrary’s large amount of data and was easy to use. LeanData didn’t require coding in Salesforce, which allowed Ragano and Morrow to manage the platform without a development team. Implementation took only three weeks.
“LeanData truly made the process easy. Instead of looking at a giant set of leads, they broke it down into components we could digest as we worked toward our goal. We felt so empowered within the system,” Morrow said.
Improving efficiency and SLAs with automated routing
Cybrary uses LeanData to route leads based on their score and automatically puts these leads into a round robin pool for SDRs. This was previously a manual process that resulted in a backlog of leads that took nine months to assign, but now the bulk of Cybrary’s leads are automatically assigned through LeanData’s round robin pools.
To instantly notify SDRs when a lead has been routed to them, the company uses LeanData’s integration with Slack. For hot leads, which include demo requests or business trials, the SDR has 20 minutes to contact the lead. If they aren’t able to do so within that time frame, LeanData automatically reroutes the lead to another SDR. This enables Cybrary to reach out to leads faster and drive conversions.
Morrow also receives a notification every time a lead is rerouted in LeanData, which empowers her to hold her team accountable. This gives Cybrary the ability to enforce SLAs (which was a manual and ineffective process before), and helps each team member stay organized and efficient.
Enhancing customer experience and time to revenue
LeanData Matching gives Cybrary a holistic view of accounts and provides its sales team with the context they need to accelerate revenue. Lead-to-Account Matching saves SDRs five to 10 minutes per lead, because they no longer have to manually find which account each new lead matches. LeanData automatically offers a full view of the matched account. Additionally, increased visibility and automation within the sales function have enabled Cybrary to better serve its customers.
“LeanData has had a positive impact on the buyer experience. People sign up for demos and my team will reach out immediately—people thank us for having such a speedy response,” Morrow said.
Cybrary’s business marketing team has also benefited from the solution. LeanData gives the team of two peace of mind that leads will be routed to SDRs who will then reach out promptly.
“LeanData is an extension of the marketing team, and it has made our lives much easier, which is reflected in the numbers,” Ragano said.
Creating opportunities and exceeding goals
Cybrary had a 1.1% conversion rate for leads worked to demos booked prior to implementing LeanData in January 2020. The company’s goal for the quarter was to reach a 2.8% conversion rate. Cybrary surpassed this goal by a long shot, achieving a 5.5% conversion rate, a 5x increase in less than two months.
The organization also completed 64% more product demos within the quarter, as well as grew its opportunities by 45% and its pipeline by 133%. Cybrary’s number of opportunities closed won increased by 38% and revenue from opportunities closed won increased by over 98%.
With LeanData, Cybrary proved its hypothesis that the quicker the company could route leads, the more likely they would be to convert.
“All of us at Cybrary are held accountable to revenue,” Ragano said. “It was very clear in our Q1 review that LeanData led to large increases in demos booked and pipeline created.”
Looking forward, Ragano and Morrow want to improve their technical knowledge of LeanData. They both recently became LeanData Certified. During the training, they learned about several additional features that could enhance Cybrary’s business.
Cybrary plans to continue to refine its routing graph and start routing additional objects such as contacts and cases to its Customer Success and Support teams.
Morrow and Ragano will continue to work closely together to reach their revenue goals.
Implementing LeanData was the first step, which will help Cybrary tackle future initiatives.