In 2017, our portfolio company Spryker, a leading cloud-based commerce operating system provider, achieved enough product-market fit to focus their energy on creating a scalable go-to-market strategy. This required both organisational and technological initiatives on the commercial side of the business. For example, the lead generation process needed significant improvement. Back then, when potential customers wanted to initiate a conversation, their only option was to click a generic “firstname.lastname@example.org” email link.
Project A’s Data and Analytics team stepped in to support Spryker with its go-to-market strategy. The project setup included:
Extensive channel tests helped to map out a solid go-to-market strategy that resulted in a large number of leads. This effort was driven by 20+ people who worked in Hubspot each day to manage leads, orchestrate campaigns and streamline SQL acquisition. They were supported by a capable data team who provided them with insights and reports and who laid the foundations for a scalable data infrastructure.
With the help of Project A’s operational team, Spryker was able to improve many key metrics. Within half a year, they increased their marketing generated monthly leads by 2.000%. Year on year, they increased the number of leads acquired by +1.439%. And they reduced the length of the average sales cycle by 30%.
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