How RevVise Positioned Parabola for Scalable Growth with Strategic RevOps Foundations
How RevVise Positioned Parabola for Scalable Growth with Strategic RevOps Foundations
Context
Parabola modernizes how non-technical teams interact with data by allowing them to create custom workflows and integrations across multiple systems - no coding required. Their intuitive, drag-and-drop interface simplifies complex data operations, allowing users to automate tasks that typically require programming skills.
The Challenge
Parabola was preparing for scale and was in need of rapid and robust operational changes to support their growth goals.
Defining essential RevOps processes:
There was a critical requirement to establish clear and cohesive RevOps processes to keep pace with the company's growing team and customer base.
Streamlining the tech stack:
The integration of their tech stack, sales processes, and the implementation of new tools for improved efficiency and data-driven decision making were essential.
Our Solution
TRevVise’'s approach to tackling Parabola’s RevOps challenges comprised 6 key components:
Technical and Systems Audit:
RevVise performed a thorough review of the existing RevOps tech stack, core integrations, sales prospecting flow, GTM, and GA4 instance. This process, coupled with stakeholder interviews, aligned the teams on a clear direction for the forthcoming roadmap.
Tool procurement and implementation:
RevVise selected and implemented value-add tools to enhance Parabola’s existing workstream, such as HubSpot and Clearbit. They integrated these tools for a seamless dataflow with their source of truth CRM, Salesforce.
Dashboard development:
RevVise developed an insights dashboard to marry critical data points from various sources, improve visualization across systems, and support agile decision making in real-time.
System architecture:
RevVise designed a visual end-to-end system architecture framework that reconciled the various interdependencies of people, processes, and technology across the business. This document acted as the blueprint to guide future CRM builds and ensure that all elements worked together efficiently to achieve the company’s objectives.
Automation and process building:
The RevVise team rolled out a series of automations across the systems based on the desired future state. This included:
Creating a custom lead attribution hierarchy to track first touch, last touch, and influenced revenue.
Establishing lead and account lifecycle stage definitions, transitions, and related actions.
Integrating Clearbit with Salesforce for data enrichment and more intelligent lead assignment.
Setting up sales enablement notifications via Slack and designing processes for demo request and free trial speed to lead improvements.
Automating support mechanisms for new campaign launches, including paid ads and thought leadership initiatives.
Building a lead autoconversion process to bypass the lead record and streamline the account-based sales motion.
Salesforce enhancements:
The RevVise team introduced improvements and iterations to existing Salesforce infrastructure. This included:
Implementation of auto-renewal flows, sales performance, and pipeline dashboards.
Implementation of the Salesforce case object for pre-sales support requests.
Integration of the Parabola app with Salesforce CRM to layer product usage data with sales insights.
RevVise's Solution:
TRevVise’'s approach to tackling Parabola’s RevOps challenges comprised 6 key components:
Technical and Systems Audit:
RevVise performed a thorough review of the existing RevOps tech stack, core integrations, sales prospecting flow, GTM, and GA4 instance. This process, coupled with stakeholder interviews, aligned the teams on a clear direction for the forthcoming roadmap.
Tool procurement and implementation:
RevVise selected and implemented value-add tools to enhance Parabola’s existing workstream, such as HubSpot and Clearbit. They integrated these tools for a seamless dataflow with their source of truth CRM, Salesforce.
Dashboard development:
RevVise developed an insights dashboard to marry critical data points from various sources, improve visualization across systems, and support agile decision making in real-time.
System architecture:
RevVise designed a visual end-to-end system architecture framework that reconciled the various interdependencies of people, processes, and technology across the business. This document acted as the blueprint to guide future CRM builds and ensure that all elements worked together efficiently to achieve the company’s objectives.
Automation and process building:
The RevVise team rolled out a series of automations across the systems based on the desired future state. This included:
Creating a custom lead attribution hierarchy to track first touch, last touch, and influenced revenue.
Establishing lead and account lifecycle stage definitions, transitions, and related actions.
Integrating Clearbit with Salesforce for data enrichment and more intelligent lead assignment.
Setting up sales enablement notifications via Slack and designing processes for demo request and free trial speed to lead improvements.
Automating support mechanisms for new campaign launches, including paid ads and thought leadership initiatives.
Building a lead autoconversion process to bypass the lead record and streamline the account-based sales motion.
Salesforce enhancements:
The RevVise team introduced improvements and iterations to existing Salesforce infrastructure. This included:
Implementation of auto-renewal flows, sales performance, and pipeline dashboards.
Implementation of the Salesforce case object for pre-sales support requests.
Integration of the Parabola app with Salesforce CRM to layer product usage data with sales insights.
Outcomes Achieved
RevVise’s comprehensive RevOps strategy delivered significant improvements to Parabola's operational efficiency and go to market effectiveness, which resulted in:
"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"
Increased Lead-to-Opportunity Conversion:
The inbound lead-to-opportunity conversion rate increased from 29% to 58% over 24 months.
Improved ABM Sales Enablement:
The Tatango sales organization was armed with more insights into their target account list, including tiers, engagement levels, and intent signals.
Drove Strategic Marketing and Sales Alignment:
The collaborative initiatives undertaken by RevVise facilitated a more strategic alignment between marketing and sales efforts, contributing to Tatango's fundraising success.
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