How to Increase Cross-Sell Revenue in Record Time

Cross-selling has become a growing need for enterprise companies, especially in a very intricate and specialized multi-product environment.

DemandLab’s client, a North American demand generation team of a worldwide digital media and marketing solutions market leader, needed to roll out a cross-sell lead lifecycle to target their established customer base.

The challenge

While the team had a traditional prospect lifecycle in place, an automated way to route qualified existing customers to business development representatives for cross-selling follow-up opportunities didn’t exist. The client’s Marketing Operations (MOPs) team realized that to accomplish this, they would need new lead management mechanisms.

The client had also undergone multiple acquisitions in the past, so they were working in a complex marketing and technical environment: Any solution would involve numerous instances of Marketo and Salesforce.

Additionally, because the client’s demand gen team had already developed campaigns to support cross-selling, the MOPs team had a very tight timeline to deliver a solution that solved this complicated problem.

Marketing moves fast. But DemandLab does, too.

The approach

Even though the turnaround time was quick, the DemandLab team did not want to deliver something that compromised the lifecycle’s ability to serve as an efficient, useful tool.

The abbreviated schedule for developing the lifecycle meant that necessary parts of the process, such as gathering requirements, solution approvals, systems discovery, and impact analysis had to be done faster.

DemandLab worked with the client’s MOPs team to determine the core requirements and develop a two-phased approach to deliver the cross-sell lifecycle.

The first phase involved deliverables such as:

• A comprehensive risk assessment that addressed the challenges at hand
• A complex enterprise lead lifecycle that met the client’s core requirements and processed customers from known to automation qualified lead (AQL)
• Detailed documentation and internal stakeholder presentations covering how the lifecycle works

The second phase of the lifecycle involved expanding the entry criteria for the lifecycle. Once Phase 1 proved the lifecycle’s functionality, DemandLab began to evaluate the lifecycle qualifications based on customer profiles to widen the target audience. This expanded the number of records entering the lifecycle and, subsequently, the number of AQLs.

The results

Traditionally, a similar lifecycle would take 12 weeks—but DemandLab delivered it in five. This lifecycle work processed more than 400 AQLs in the first six weeks.

DemandLab and the client continue to work together to refine and advance this cross-sell lifecycle, as well as collaborate with the client’s sales team to determine their pain points, solve them through automation, and continue to build efficiencies.

For more information or to learn how DemandLab can help your organization accomplish something similar, download our case study, or contact us.