Building a Foundation for Success:
Nucleus Security's Strategic CRM Overhaul
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Context
Nucleus Security is a Series B cybersecurity firm specializing in unified vulnerability management for leading enterprises and public institutions. Their technology automatically finds and fixes weak spots in a company's IT system, helping businesses protect themselves from digital threats 10 times faster than traditional methods, while also using far fewer resources.
Their products are designed for complex organizations, offering deep functionality, integrations, and the kind of robust security measures one would expect at the Enterprise level.
As Nucleus grew, they needed a Customer Relationship Management (CRM) solution that could scale with their ambitions and support their sophisticated sales process. RevVise was able to co-develop a comprehensive solution that went above and beyond Nucleus’ expectations, with seamless integrations, efficient operational workflows, and more.
The Challenge
Nucleus was operating solely out of Hubspot. While this worked initially, it began to show limitations as the company expanded, especially in their ability to customize functionality and reflect their enterprise sales process.
This timing aligned with the arrival of Chaz MacLaughlin, who assumed the role of Chief Revenue Officer at Nucleus. With prior experience building enterprise sales organizations, he came to the team with a vision of a more robust CRM solution for Nucleus.
To be successful, the solution would require:
- Key finance integrations and approvals
- CS and Product data integrations
- A significant partner network driving referrals and requiring commissions
- Significant permission and security requirements with the nature of the business they operated in
Our Solution
Nucleus brought on RevVise to initially help with these new developments. Our approach of creating a solid foundation, building things once, and building them right meant that we could continue to add incremental capabilities and features instead of redoing the same work repeatedly. Through this stepwise approach, Nucleus continually enhanced its CRM functionality, adding layers of sophistication to its sales and marketing processes.
Solution
Nucleus brought on RevVise to initially help with these new developments. Our approach of creating a solid foundation, building things once, and building them right meant that we could continue to add incremental capabilities and features instead of redoing the same work repeatedly. Through this stepwise approach, Nucleus continually enhanced its CRM functionality, adding layers of sophistication to its sales and marketing processes.
Outcomes Achieved
Milestone 1: Hubspot to SFDC Migration
A CRM migration is complex: it needs to strike a balance of not over-scoping the Minimum Viable Product, while building on its previous functionality, and work as efficiently as possible to prevent distractions.
Milestone 2: Full funnel marketing attribution
Hubspot offers good, basic-level reporting, but the software did not fully account for the range of offline sources where Nucleus leads originated from (ex: in-person events, partners, etc.). With SFDC, this attribution would not natively carry through to a Closed-Won.
To solve that issue, we built Nucleus a custom lead hierarchy, consisting of four tiers of attribution, reporting source, lead source, secondary and lead source detail.
We also carried attribution across objects ensuring that pipeline Return on Investment (ROI) and ROI for any channel could be measured.
Accurate first-touch attribution allowed for alignment between marketing and sales. It also provided a confident, more data-driven outlook on where to invest future marketing dollars.
Milestone 3: Sales-Product Feedback Loop [Salesforce <> Jira]
The sales team has more external conversations than anyone else at Nucleus. They have a keen awareness of what should be prioritized on the product roadmap. However, their voice often gets lost due to the expansive amount of qualitative data that can't be systemized.
The product team at Nucleus wanted to track deals that are Closed-Lost due to gaps in feature and/or functionality, in order to better inform their backlog. These ‘deal killers’ weren’t tracked systematically; driving a more optimized integration between Sales-Product would lead to increased roadmap alignment.
To solve this, we built an automated integration between Salesforce and Jira:
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A sales rep closes out an opportunity with the Loss-Reason set to ‘Functionality’
A ticket is generated and is added to the product team’s backlog with pertinent data
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Ticket is tagged with the deal team (AE + SE) for ongoing communication and to showcase the size of the deal lost via ARR + TCV
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Firmographic data, including Industry and Competition, is passed on to the buying team within the deal
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The opportunity is directly linked in the ticket and visa versa, for easy navigation between the two systems
This feedback loop changed the product roadmap, building stronger communication between product and sales.
Milestone 4: Custom Quoting
Nucleus' product and offering is highly customized to suit the needs of the complex organizations who use it. Reps would often present multiple options to clients, with different scenarios. However, it was difficult to manage more direct quotes and have real time pipeline updates. Additionally, deals were often worked on for more than one year, which made quoting more complex.
Since pricing can make or break a deal at closing, developing an accurate quoting system was a large priority. Our team built functionality that allowed for both single and multi-year infrastructure. Specifically, we built out the ability to staircase quotes with custom pricing, per year.
We built a connection between quotes and these opportunities, controlled via a bespoke sync button that could ensure that, whenever a rep had feedback on a multi-quote scenario, they could switch within SFDC instantly and allow for pipeline-real time measurement.
A winning combination
Through their team integration with RevVise, Nucleus Security successfully transformed their CRM infrastructure from HubSpot to Salesforce, enabling them to scale their operations and meet the demands of enterprise-level cybersecurity sales.
Taking the time to build a product properly, and charting each success with significant milestones, proved that what we were helping to build would provide not only a solid foundation for Nucleus, but the ability to improve it as-needed in a more efficient manner.
The multi-phase implementation addressed critical challenges, including data migration, sales process optimization, partner management, and custom integrations.
"Working with RevVise was a game-changer for our sales operations,” says MacLaughlin. “Their team took the time to understand our complex needs and built a solution that not only met our current requirements but positioned us for future growth. The collaborative approach and their expertise made the transition smooth and incredibly valuable for Nucleus. They have been a great long term partner of several years"
Key outcomes included enhanced marketing attribution, streamlined product feedback loops, and a sophisticated quoting system tailored to Nucleus' complex offerings. The power of a well-executed CRM strategy provides support for rapid growth and future sales operations. Nucleus Security now possesses a robust, scalable CRM foundation that aligns with their business objectives and positions them for continued success in the competitive cybersecurity market.
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