The Company
20 years of faster time-to-value in RPA.
EnableSoft, now owned by Nintex, is a leading robotic process automation (RPA) software company that spent 20 years delivering faster time-to-value than any competitor. With a niche focus on banks and credit unions, EnableSoft automated back-end manual tasks, improving operational efficiency and cutting costs.
The Challenge
A great niche product, with nowhere to grow beyond it.
In 2017, EnableSoft's COO came to FullFunnel with the goal of growing Foxtrot license sales to position the company for acquisition. Despite a strong customer base with desirable lifetime value, EnableSoft struggled to diversify its customer portfolio beyond financial services and its demand channels beyond trade shows and word of mouth. Foxtrot was rarely considered an RPA contender outside its niche industries, and the company lacked the sales and marketing leadership to close that gap.
The Approach
Own the funnel, align the stack, then diversify the channels.
FullFunnel began by addressing the platforms, process, and people supporting revenue generation.
Layer 1
Platform alignment
Fully aligned HubSpot and Salesforce to accurately measure the prospect-to-customer lifecycle and record channel attribution, revealing which channels and activities converted at the highest rate.
Layer 2
Full-funnel ownership
EnableSoft outsourced its entire top and middle funnel to FullFunnel, which built the demand generation program and managed leads through to the qualification stage before handing off to quota-carrying reps.
Layer 3
New demand channels
Launched inbound marketing (paid search, paid social, SEO) alongside a proprietary Targeted Sales Outreach program of sales emails, teleprospecting, and social selling.
Layer 4
Customer advocacy program
After 18 months of success, developed a marketing program specific to EnableSoft's customer advocacy group to increase add-on license sales and overall ACV.