FullFunnel Helps EnableSoft Reach 30% YoY Growth

Background

As a leading robotic process automation (RPA) software company, EnableSoft has spent the last 20 years providing organizations with a faster time-to-value than any other competitor in the market. With a niche focus on banks and credit unions, EnableSoft made their mark by automating various back-end manual tasks and projects, improving organizations’ operational efficiency ratios and significantly decreasing operational costs.

Pain

In 2017, the COO of EnableSoft came to FullFunnel with the goal of growing their Foxtrot license sales to position themselves for acquisition. Despite having a strong customer base with a desirable client lifetime value, EnableSoft was struggling to diversify both their customer portfolio outside of the financial industry and their demand channels for customer acquisition. Relying heavily on trade shows with little ROI and word of mouth to generate net new business, Foxtrot was rarely considered an RPA contender outside of their niche industries, missing out on significant RPA business.  

Beyond these product growth issues, the organization lacked the sales and marketing leadership on staff capable of identifying gaps in their current sales effort or building programs to successfully generate demand and acquire new customers.

The team at EnableSoft knew that in order to accelerate growth and attract buyers, they needed to lean on a team of sales and marketing experts to build a best-in-class demand generation and customer acquisition program for top-line growth.

Solution

FullFunnel began working immediately, first addressing the platforms, process, and people supporting revenue generation. We set the foundation for a scalable demand generation program by fully aligning the sales and marketing platforms (HubSpot and Salesforce) to accurately measure the prospect-to-customer lifecycle and record channel attribution. By doing so, both FullFunnel and EnableSoft were able to identify which channels and activities converted at the highest rate, allowing for a scalable and repeatable sales process.  

EnableSoft outsourced their entire top- and middle-of-the-funnel to FullFunnel. This meant that FullFunnel was responsible for building the demand generation program and managing the leads through the funnel to the qualification stage, at which point they passed over qualified opportunities to quota-carrying sales reps to close. 

FullFunnel built both outbound and inbound lead generation programs and implemented new sales processes that helped move deals through the funnel more efficiently. To assist in the top-of-the-funnel demand generation, FullFunnel identified and launched new digital channels, such as inbound marketing (paid search, paid social, and SEO), and deployed a significant outbound prospecting effort through our proprietary Targeted Sales Outreach program consisting of sales emails, teleprospecting, and social selling.

After substantial success over the first 18 months, EnableSoft worked with FullFunnel to develop and deploy a marketing program specific to their customer advocacy group to increase add-on license sales and overall ACV of existing customers.

Results

FullFunnel delivered significant results for EnableSoft over 2 years positioning them for a successful exit and acquisition by Nintex, a global leader in process management and workflow automation. 

Over the course of 2 ½ years, FullFunnel generated closed revenues of $1.2M and a 3X return on the client’s sales and marketing capital through a combination of net new clients and add-on sales on existing accounts. 

In summary, FullFunnel has produced the following:

• Generated $3M in net new business pipeline
• Generated $1.2M in revenue over 2 ½ years
• Contributed 60% of EnableSoft’s direct sales in 2018
• Increased client base by 22% over 2 ½ years
• Positioned EnableSoft for acquisition with company stakeholders 
• Influenced 75% of add-on license sales through customer marketing, resulting in 250% growth of monthly add-on sales in 1 year.
• Supported VP of Sales with funnel planning & execution of 30% YoY growth goal