How FinancialForce Uses LeadGenius to Build a Prospecting Automation Machine
Industry: Cloud ERP
“LeadGenius’ Data Ops Teams have been a critical partner for us when it comes to our goal of creating a scalable prospecting automation machine.”
– Erik Taylor, Business Dev Manager
FinancialForce is the leading cloud ERP for the new services economy. The #1 ERP native to the Salesforce platform, FinancialForce unifies data across the enterprise in real-time, enabling companies to rapidly evolve their business models with customers at the center. Founded in 2009 and headquartered in San Francisco, FinancialForce is backed by Salesforce Ventures, Technology Crossover Ventures, Advent International, and UNIT4.
With strict security safeguards in place to protect its business and customers, FinancialForce faced the unique challenge of identifying a data partner that could help meet 3 key goals:
- Build a high-quality automated lead prospecting & data enrichment engine for its marketing, BDR and AE teams
- Maximize throughput and opportunity generation on a per BDR basis
- Comply with strict internal, security safeguards
Despite having existing relationships with one data vendor and evaluating four others, FinancialForce spent nine months struggled to identify a data partner that could satisfy all three requirements. During that time FinancialForce also faced team restructuring that threatened to further hamper progress.
As part of its vendor evaluation process, FinancialForce came to LeadGenius for a comprehensive six-month proof-of-concept. Having passed strict security tests, LeadGenius was then tasked with improving BDR efficiency, throughput and opportunity generation. Using its unique combination of data tools and dedicated human data operations team, LeadGenius:
- Created comprehensive key persona account maps within FinancialForce’s top priority accounts
- Validated and enriched existing contacts with critical missing data points like direct dials and mobile phone numbers
- Sourced net-new contacts in key buying centers within target accounts that historically lacked coverage
Critical to FinancialForce’s goal of improving throughput and efficiency was reducing rep research and administrative time. Time spent in sales tools, on LinkedIn and across the wider web conducting prospect research steals valuable selling time. LeadGenius is purpose-built to deliver data directly into existing systems of record, empowering reps to focus 100% of their time on selling.
In just the first 4 months of its partnership with FinancialForce, LeadGenius data was directly attributed to:
- Generating over $1.5M in sales-accepted pipeline
- Providing executive direct dials that resulted in closing one of FinancialForce’s largest new customers
- 18 additional early-stage opportunities
Over the course of a year, FinancialForce expects the partnership with LeadGenius to generate outbound pipeline that represents a 1,100% ROI against FinancialForce’s investment in its data service.