Sales cycle cut from 90 to 25 days with a rebuilt partner program and pricing model

The Company

The client is a leading international marketing automation platform whose mission is to empower marketers with tools that make it easy to get dramatic results. The organization is publicly listed on an international exchange and is one of Western Europe's leading marketing platforms.

The Challenge

Senior management wanted to gain similar market dominance in the ultra-competitive North American market, which meant quickly understanding the North American consumer and adjusting product, price, and packaging for fiscally responsible growth. The existing Channel Program focused primarily on referrals and provided little value for partners — only 5% of referred leads actually turned into customers, meaning the sales team spent most of its time on leads unlikely to close. The platform's existing pricing was also tailored for European markets and required significant amendments to gain traction in North America.

The Approach

FullFunnel was engaged to build a Channel Partner Program and create and deploy new product pricing and packaging to accelerate growth in North America.

Worked closely with the organization's leadership team to design, develop, and deploy an industry-leading Partner Program featuring attractive partner benefits, a comprehensive certification and onboarding program, and an internal team and compensation structure that drives results.

Conducted substantial research on the competitive landscape and target market, ultimately settling on a tiered SaaS model that was easy for the sales team to describe and for consumers to understand.