SaaS case study - earning business with quality leads

Lead generation is key to earning and retaining customers in the competitive software as a service (SaaS) market. Generating a sizable volume of leads is a primary objective for the majority of business development teams. However, it is crucial that these leads are high quality to effectively drive new business growth. Organizations that recognize the central business need for quality lead generation and strategic management of lead data will have a better chance of earning and retaining customers.

The challenge

One organization realized it needed an improved lead generation process if it wanted to keep growing. The company’s existing process entailed funneling leads to the business development team using a system that automatically gathered data. However, this data still required human review for verification and updates. This was a tedious and inefficient process that did not ensure quality leads and could limit the company’s ability to attract new customers. Improving this funnel would drive more business to the company and was key to its early growth strategy.  

To accelerate its growth, this SaaS company wanted to collaborate with a partner that had the experience to advise on an improved internal strategy and the resources to execute that plan. SupportNinja had exactly what they needed—experts to consult on business strategy and staff to promptly support lead generation through data entry and management.

The solution

The objective of this partnership was to create an improved, holistic business development process that would result in quality leads and business growth.

1. The first step in this process was designing the right business development strategy. This included setting realistic goals and implementing procedures to ensure data was reliable and useful to the business development team.
2. The second step was to implement this strategy with the right support team to ensure the process actually resulted in new business.

Business strategy consulting

The SaaS organization had no prior experience working with an outsourcing company so it was essential for SupportNinja to work with them to set realistic goals for the collaborative project. We started by creating custom KPIs that focused on data entry and data maintenance to ensure the business development team had the data needed to grow.

With KPIs established, realistic goals and expectations were set for team members. Then guidepath targets were put in place to show how performance was expected to improve over time to meet the current KPIs. It gave the company a measurable roadmap to success. This approach helped the SaaS company know if it was making progress towards its goals by seeing if benchmarks were reached along the way. This organized, linear process and regular evaluation helped keep everyone on the same page and enabled agents to work collaboratively.

Data management and entry

Leads started rolling in after essential goals and metrics were in place. To help enter and manage data as it came in, SupportNinja provided an experienced support team to do the work. And knowing that data quality is just as important as quantity, SupportNinja created a custom audit form for incoming data. This form was unique to the company’s business objectives and the customer data being collected. The audit process ensured all data was accurate and written in clear English before it was used by the business development team.

The results

For this collaboration, the SaaS company KPIs focused on data entry and data maintenance. Over the course of this partnership, results have exceeded KPI targets for both data entry and data maintenance:

• Data Entry - 102% of goal (measured over a 6 month period)
• Data Maintenance - 110% of goal (measured over a 6 month period)

Additionally, average data accuracy score rests at an impressive 99%. This strong attention to KPIs helped the team build a database of 1 million accurate, high-quality entries in just over a year. This database is an asset to the business development team that will support the company’s continued growth.

Since engaging in this partnership, the company’s original team of three ninjas has expanded to twenty, and they now run two distinct businesses. The team has exceeded their productivity and quality targets, and are now concentrating on keeping the database safe and secure.

Partner with us

At SupportNinja, we pride ourselves on our commitment to helping companies achieve their business objectives through collaborative, strategic partnerships. Want support achieving your KPIs? Whether you need a dedicated support team or a strategic advisor, we are here to help! Contact SupportNinja today to learn more about how we can partner to reach your goals.