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Proprietary CRM view for Sales

Client:

Infobase

Year:

2021

Infobase used a proprietary Account Management System to manage all deals and provision all products in the portfolio. The problem was that the system was not designed as a CRM solution. It offered no visibility into lead behavior and leads could not be attributed to opportunities.

In order to manage a data driven marketing culture and to offer sales more insight into lead behavior, marketing, product, and engineering teams worked together to build a customer CRM solution to deliver leads to sales.

Results:
✔ Sellers could identify activity at the lead level
✔ Sellers could use lead scores or account scores to identify activity insight
✔ 40% engaged to MQL rate across all markets
✔ 52% of all new bookings were marketing originated in higher education and K12
✔ 22% of all new bookings were marketing originated in corporate

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