How a custom RevOps solution increased lead conversion rates for Tatango
How a custom RevOps solution increased lead conversion rates for Tatango
Context
Tatango, America's leading SMS marketing software, specializes in assisting nonprofit organizations with large-scale fundraising.
Since its inception in 2007, Tatango has sent over 10 billion text messages and played a pivotal role in helping organizations raise more than $400 million.
Despite its success, Tatango faced challenges in measuring the effectiveness of its marketing channels and turned to RevVise for a solution.
The Challenge
Tatango's primary challenge was the incomplete and underutilized attribution foundations that were preconfigured in HubSpot.
This gap hindered Tatango's ability to gain insights into their most effective marketing channels, which was crucial for optimizing their fundraising efforts and marketing investment decisions.
Our Solution
The RevVise team implemented a series of custom solutions for Tatango that included:
Custom Attribution Model:
RevVise developed a comprehensive first touch attribution model to provide quick insights into which marketing channels were most effective at drumming up new leads.
Salesforce Campaign Expansion:
RevVise enhanced Salesforce campaign adoption across Tatango's marketing team and developed a custom multi-touch attribution model, incorporating various member statuses and recency metrics. This provided fresh insights into campaign touchpoints throughout the longer sales cycle.
Optimization of Lead Handoff:
RevVise created a 360 degree feedback loop between marketing and sales, incorporating SLAs, lead scoring and grading, and full funnel reporting. This work helped to break down communication siloes, increase conversion rates, and improve speed to lead.
Collaborative Initiatives:
RevVise partnered with Tatango's in-house Salesforce specialist and fractional Marketing Ops team on new initiatives, including:
ABM data modeling and campaign builds
Marketing campaign influence model creation
Partner portal strategy and Experience Cloud implementation
Email marketing strategy and execution
Google Tag Manager infrastructure
Looker Studio reporting on cross-platform data
These projects strengthened RevOps foundations and empowered the team to focus on strategic priorities like ABM and partner co-selling.
RevVise's Solution:
The RevVise team implemented a series of custom solutions for Tatango that included:
Custom Attribution Model:
RevVise developed a comprehensive first touch attribution model to provide quick insights into which marketing channels were most effective at drumming up new leads.
Salesforce Campaign Expansion:
RevVise enhanced Salesforce campaign adoption across Tatango's marketing team and developed a custom multi-touch attribution model, incorporating various member statuses and recency metrics. This provided fresh insights into campaign touchpoints throughout the longer sales cycle.
Optimization of Lead Handoff:
RevVise created a 360 degree feedback loop between marketing and sales, incorporating SLAs, lead scoring and grading, and full funnel reporting. This work helped to break down communication siloes, increase conversion rates, and improve speed to lead.
Collaborative Initiatives:
RevVise partnered with Tatango's in-house Salesforce specialist and fractional Marketing Ops team on new initiatives, including:
ABM data modeling and campaign builds
Marketing campaign influence model creation
Partner portal strategy and Experience Cloud implementation
Email marketing strategy and execution
Google Tag Manager infrastructure
Looker Studio reporting on cross-platform data
These projects strengthened RevOps foundations and empowered the team to focus on strategic priorities like ABM and partner co-selling.
Outcomes Achieved
RevVise's customized RevOps solutions led to significant improvements for Tatango:
"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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