Project Title: Digital Transformation of Enterprise Applications across Marketing, Sales, Customer Success and Finance at Quickbase

Key Strategic Initiatives:

• Re-architecting the Marketing Technology Stack
• CRM Implementation with a 360-Degree Customer View
• Introducing the Sirius Decisions Lead Funnel & DnB Lead Matching Techniques
• Establishing LDR/SDR Processes
• Overhauling the Customer Success Framework
• Migrating the ERP System

Problem Statement

Quickbase struggled with:

• A fragmented ecosystem of business systems, resulting in high costs, poor data governance, and limited scalability.
• A lack of unified customer data, hindering personalized interactions and effective engagement.
• An overblown Martech stack with 100+ redundant applications.
• Inefficient lead management, resulting in missed opportunities and low sales conversions.
• Customer retention issues with a Net Promoter Score (NPS) below 5 and multi-year contract renewal rates below 40%.
• Back-office inefficiencies in revenue recognition and accounting due to a heavily customized, manual ERP system.

Solution and Implementation

I led efforts to streamline Quickbase’s operations, integrating disparate systems, and building a scalable infrastructure that improved efficiency and reduced technical debt. Key initiatives included:

• Developing a customized CRM system on the Quickbase platform, aligning business processes across Marketing, Sales, and Customer Success to enhance data integration. Achieved Customer 360-degree view. Organizations achieving customer 360-Degree view gain a number of strategic advantages as listed by Rudderstack.
• Consolidating the Martech stack, reducing the number of tools from 100+ to just over 30, yielding significant cost savings.
• Implementing the Sirius Decisions Lead Funnel with advanced tools like DnB Waterfall Techniques, Smart Forms, IP/Email Address Matching, and Pixel Drops to boost lead funnel effectiveness and personalization. According to Forrester, the Sirius Decisions funnel framework delivers 259% return on investment and 4% revenue growth.
• Automating issue routing for enterprise-level customers and implementing a smart pricing and discounting framework for more tailored renewal contracts and improved customer retention. According to Recurly, good services businesses have renewal rates of 80%, while more sticky software renewal rates hit 90% or more.

Key Components:

• Sirius Decisions Lead Funnel: This framework provides a structured approach to managing leads, with distinct stages for lead qualification, nurturing, and conversion. By adopting this methodology, Intuit QuickBase was able to systematically track leads through the funnel, ensuring that only the most qualified leads were passed on to the sales team.

• DNB Waterfall Techniques: Enhanced lead scoring and qualification processes by leveraging DNB’s extensive data, which allowed for better prioritization of high-potential leads.

• DNB Smart Forms: Implemented to capture detailed lead information, which facilitated better segmentation and more targeted marketing efforts.

• IP and Email Address Matching: These tools were used to identify anonymous website visitors and enrich lead profiles with additional data, enabling more personalized engagement strategies.

• Pixel Drop Tracking: By analyzing user behavior on the website, QuickBase was able to tailor follow-up actions based on user interactions, leading to higher engagement and conversion rates.

 

Outcomes:

• Cost Savings and Efficiency Gains: The reduction of over 70 redundant marketing applications resulted in annual cost savings of approximately $2 million. Migrating the ERP system saved an additional $0.5 million annually.
• Customer Acquisition Cost (CAC): Optimizing the Martech stack led to a 25% reduction in CAC, driven by more targeted marketing efforts and streamlined processes.
• Lead Conversion Rate: The integration of advanced personalization techniques and the Sirius Decisions Lead Funnel framework resulted in a 30% increase in lead conversion rates.
• Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL): The revamped Martech stack improved the quality and quantity of MQLs by 25%, with a 15-20% improvement in conversion from MQL to SQL.
• Impact on Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA): The combined effect of reduced costs, increased lead conversion, and better alignment between marketing and sales contributed to a 3-5% improvement in EBITDA for Quickbase.