Sourcescrub improved forecast accuracy by 25%

We sat down with Tristan Alden, VP of Sales for EMEA for Sourcescrub, to discuss the challenges they were previously facing in their customer onboarding process, and how they implemented Flowla to cut down on time to value while providing a seamless, easy-to-follow experience to their clients.

A gap in client communications

Tristan used a sales engagement tool before in another company, so as soon as he joined Sourcescrub, he noticed that there was something missing in terms of how they were engaging with customers, and providing content to them.

The issues were twofold:

1 - The quality of the sales experience they were offering clients

2 - The lack of visibility they had in terms of client engagement & behavior

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“We would just send email attachments throughout the sales process. And over time, because we provide a lot of nurturing touches, it could quickly spiral into literally tens of assets that we were sending over a period of time. For a customer receiving that, it can be very hard to stay on top of everything. Especially because the clients that we sell to are incredibly busy.”

But there was still the issue of the “black box”.

Tristan emphasizes that Sourcescrub clients are very busy, so it's quite common for them to not really engage much on email - but they could still be looking at the content and reviewing it internally.

And this was an issue because Sourcescrub team were left in the dark - they didn't know whether people were opening the materials they were sending over, whether the opportunities were still warm, and how they could push the deals forward.

“The key thing for me was that we were just not getting any visibility over the customers that were interacting and engaging. Who was engaged, which ones could be the best targets and the ones that we should prioritize and provide more attention to? It was very quickly apparent to me that we were kind of running blind really.”

A single source of truth for all stakeholders

Today, Sourcescrub team are power users of Flowla - Tristan tells us that all 11 of their Account Executives across the globe all have access to the platform, as it’s an essential part of their process.

After their first intro call, the reps always send the clients a flow with some personalized assets, and Tristan says they also have some tailored flows depending on the client’s firm type - for example, whether they're private equity or an investment bank.

And the flow link becomes their single source of truth as the deal progresses.

“From there, our reps will continue to engage and nurture our prospects, and they'll send additional assets and potentially videos. They'll add these into the flow and then share a direct link to that newly added step. Everything sits within Flowla.”

25% more accurate forecasts & critical client insights

Tristan reports that in the last year they’ve created just over 1,000 flows, each of them on average receiving engagement by the three different people in the target organization, and the average time spent is nearly 33 minutes.

But more importantly, they’ve observed that nearly 100% of their customers that do end up making a purchase are engaging with Flowla. So for them, flow engagement became a powerful signal - “if you're not getting any engagement on your flows, then they're probably not going to buy”, Tristan says.

Which informs their team and their activities, as well as where they should focus their time.

“It has really enabled us to see and gain visibility, and avoid that black hole and blindness that we were operating with in terms of seeing who's engaging and which clients we should try to prioritise.”

“And critically, we now have that insight within Flowla, and it syncs to our CRM as well.”

Tristan also highlights Flowla’s benefits especially for team leaders and managers. With flows, they’re able to actually see how their team’s deals are going and step in where needed.

“If they're forecasting a deal to close in this quarter, but there hasn't been any engagement in the flow, given the fact that nearly 100% of all of our deals we’re now winning have engaged with Flowla, it's a really powerful signal for us to say, is this deal actually a most likely, or a commit?”

The most frictionless way to multithread

Tristan says that after a call, instead of asking their champions to invite their executive sponsors or other team members in the next meeting, which can create friction at times, now they just request that they simply share the flow link with others in the organization to keep them in the loop.

“They can go ahead and review the flow in their own time. And this just provides a really resistant free way to introduce other stakeholders into the engagement.”

“Because our customers are so busy, this is a really important way for us to enable our champions to verbalize Sourcescrub within the business; and at the same time help us build that business case and gain visibility around their intent, and how much of a real buyer they are.”

Recognizing live opportunities

Tristan shares with us an anecdote that highlights how Flowla can support salespeople’s efforts by keeping the pulse on past & present deals without the need to manually check in with them. 

This helps to catch potential opportunity signals that would have been missed otherwise.

“Just today, on my way into the office, I received a notification that a potential prospect was in the flow. I'd already closed off that opportunity. We hadn't talked for several months. And now I've reached out to them again and we've booked a meeting.

If I didn't get that engagement about their re-engagement, I would have never reached out to them today. Flowla gives you that underlying insight & intel that really aids you as a salesperson.”

Clients love it

For the Sourcescrub team, choosing a deal room with minimal friction was paramount. They had already checked out other tools, some of which required clients to create an account and a password to log in. Tristan says it just simply wouldn't work for them and the clients they were working with.

“The benefit of Flowla is you can literally just create a link and send it to them and all they have to input, if you would like them to, is their email address so you can get the insights on whether or not they're engaging. And that's really powerful for us because it offers the customers a very pain-free way to access the flow, and they’re really enjoying the experience.”

Beyond just the frictionless experience, Tristan also emphasizes that they’ve had great positive feedback from clients and flow adoption, to the point that clients themselves are regularly utilizing the flow within their own organization.

“We've closed several deals where in the final meeting, our prospects open the flow and show the videos and assets in the flow to their investment committee and partners. It's just a central repository they can then go back to and review.” 

Closing Remarks

Tristan emphasizes again and again that the most critical decisions and "the true buying process happens when the sales rep is not present in the meeting" - therefore it’s critical to have insight into the buying process.

“Flowla gives us that visibility into what's actually going on with the buyer and their process, who they're sharing the flows with, who they're talking to, and what's truly going on behind the scenes. And that helps us win more deals and be smarter with our time.”