The challenge
A leading North American provider of real estate data and analytics faced the challenge of scaling their sales operations to meet growing demand in a rapidly expanding market. Looking to enhance their sales capabilities, drive revenue growth and maintain their competitive edge, the company sought the help of a partner.
The TELUS Digital solution
TELUS Digital has been a trusted partner to the real estate company for more than 17 years, and when it came time for the company to take their sales operations to the next level, they knew our team of experts would be up to the challenge. This confidence was borne out of our experience setting up high-performing revenue generation teams and our comprehensive approach to sales operations that involves recruitment, collaboration and a strong focus on retention.
We brought forward a solution defined by the following features:
- End-to-end sales support: We deployed 126 team members to make improvements across the entire sales cycle, with 34 team members dedicated to industry-specific sales. TELUS Digital team members were in place to handle the full B2B customer journey, including customer acquisition, onboarding, account management and customer retention. Our end-to-end support involved multichannel lead generation — delivering an average of 150 marketing qualified leads (MQLs) per month — as well as inbound lead management and support for referral leads from influencer marketing.
- Advanced data analysis and visualization: After developing a clear sense of the metrics and outcomes that were most important to our client, we brought on a team of dedicated business analysts determined to deliver rich data analysis and reporting. This provided our client with clear evidence of marketing ROI, ad performance, sales reporting, commissions management and more.
- Specialized talent acquisition and development: We introduced specialized sales and customer success roles capable of supporting the customer journey. Our experts developed bespoke hiring profiles to meet specific line of business requirements, sales needs, cultural alignment and role expectations. Once team members were onboarded, clear career paths were established in order to lengthen tenure and deepen commitment. Half (50%) of the team members involved in this project have been involved with it for more than 10 years.
- Collaborative marketing initiatives: Our client’s marketing department was in consistent and close collaboration with us to support the development and execution of marketing campaigns. With our support, our client effectively defined an account targeting strategy, conducted account research and target profiling and launched email marketing and lead nurturing programs.
- Technology-led approach: Our solution enabled the use of sales and marketing tools for improved performance and optimized sales processes. This included best-in-class CRM systems and an AI-powered knowledge base platform.
The results
TELUS Digital's comprehensive solution delivered exceptional results for our client, positioning them for sustained growth in the competitive real estate data market.
Highlights include:
- Achieving 10% year-over-year revenue growth.
- Growing the annual contract value to $18.7 million, up from $17.1 million the previous year.
- Broadening the customer base by 12% in a one year period.
- Maintaining a high customer retention rate of 86%, which substantiates the level of service and customer satisfaction.
- Averaging 68.5% deal win rate across the inside sales team, 28.5% above target.
- Converting 51% of self-generated leads, demonstrating the exceptional quality of our demand generation capabilities.
- Delivering a 15% conversion rate for organic web leads, considerably higher than the relevant industry average.
- Assigning 126 team members to support several business units, including vertical sales, tech product sales and partner product sales.
