Changes in the sales organization opened up to new possibilities with Vainu
Incidentally, Columbus was one of Vainu’s first customers in Sweden back in 2015. At that time, the company mostly used Vainu for finding new opportunities to support their small, and yet not so active, sales organization. It didn’t work for them.
Four years later, Columbus was a different sales organization, larger, more structured, more focused. Looking to find smarter ways of doing sales around their ICP, Vainu came to mind. They decided to try it out again and this time, it worked.
During the implementation period, Columbus worked shoulder to shoulder with Vainu's Engagement team to set up a workflow that was aligned with the customer's new goals and processes. Filip Lindwall acknowledges the implementation was really good: "It genuinely felt like our Engagement Manager understood how we wanted to work, but at the same time, she challenged our ways of thinking, to set up the best possible process. She was very clear that if we don't reach high activity early on, we won't get any returns from the platform. She was very consultative, which was exactly what we needed."
Photografer: Fredrik Stål
Targeted campaigns with higher hit-rate and better quality on meetings
Salespeople at Columbus also have other tasks. Simultaneously, they work with customers and collaborate with a telemarketing agency that helps them book qualified meetings. “Before we started to use Vainu, it took us and the telemarketing team hours, sometimes days, to build a list of good fit prospects. More often than not, during calls, they had to ask prospects what technologies they use to be able to qualify leads,” says Lindwall.
Thanks to Vainu’s company information, Columbus sales organization saves 13 hours per new campaign they launch. “In just one minute, I can put together a list of companies that fit our ICP. Not only that. Now, I also know which technologies or tools they use, so I can determine if we’re strong suppliers on those. When we can mention this early in the conversation with prospects, we quickly gain their trust,” Filip Lindwall continues. Working on more targeted campaigns means a higher hit-rate, and also produces more top quality meetings because salespeople can quality the prospect earlier in the sales process.
According to Lindwall, before long Vainu had proved it was a good investment: “Soon after starting to use Vainu, we won a public tender which translated into a large deal. The fact that we were even involved in a deal like this gave us enough reason to count the yearly investment of Vainu as profitable. We would never have been part of this deal without Vainu.”