One of our customers is a mid-sized data and services provider for the CPG industry. They work with smaller emerging brands as well as large enterprise brands, which means they have both enterprise and SMB sales motions.
In early 2024, their sales team was behind their bookings target. They were dealing with recent changes in territories that were confusing to reps, and they found that some reps had books with 3,000 accounts and some enterprise reps had SMB books. Generally things weren’t working as efficiently as they could.
The ops team brought Gradient Works to the attention of their new sales leader, and they soon started rolling out changes to rep books, powered by Gradient Works Bookbuilder.
They reorganized reps’ books, made sure enterprise reps had enterprise accounts and SMB reps had SMB accounts. They also made the decision to shrink books to help increase rep focus, bringing everyone down to much smaller books of just 300-400 accounts.
The team started seeing quick wins right away. One sales rep didn’t know a particular high-potential account was in his name until he got a smaller focused book. He saw the account, reached out, and closed a new deal with that prospect in just a week. Until then, that account had simply been sitting there unworked.
As their Sales Operations Manager said, “It’s opened our eyes to opportunities we never knew we had.”
Another example of a win was a new sales rep who was onboarding as Gradient Works rolled out. She used Gradient Works from day one in the role. Within four months, she hit quota and her pipeline was growing. She logged more activities with more contacts and had an overall higher account engagement rate than reps who hadn’t been using a small book managed by Gradient Works.
Overall, the team’s win rate went from 13% in early 2024 to more than 20% by the end of the year. Bookings were up and they saw increases in deal size.
They closed 2024 with big numbers; Q4 was their biggest quarter ever and December was their biggest month ever.
Want to learn how moving to more dynamic books using the Gradient Works pipeline platform can transform your outbound? Start here.
