TransFunnel Consulting

Introduce your business and what you do there.
I’m the senior marketing manager for a technology solutions company.

What challenge were you trying to address with TransFunnel Consulting?
We needed help figuring out how to have a more streamlined process between sales and marketing. Our team wanted a strategic flow of our handshake between marketing and sales when we pass on the leads.

What was the scope of their involvement?
TransFunnel Consulting started their research based on our objectives. They started with what tools would be best for us especially since it’s an enterprise. We have our own ecosystem, security needs, digital compliances, and other compliances. Their team had to keep all that in mind as well as keep tabs on our different teams ranging from events, IT, marketing, and product marketing. 

They created a scorecard for us which helped us figure out the right tool to go with. Then, they did integration between our CRM system and marketing automation. They also did reporting. Now, they’re retaining, maintaining, and creating those campaigns, templates, and monthly reports. Their team even set up a workshop with the salespeople to figure out what their needs are and did the same for other teams too.

TransFunnel Consulting doesn’t provide the leads for us. The service we wanted was to make sure we’re able to track the leads that come in at the top of a funnel. They’re coming from different channels and are trackable. Also, their team makes sure the leads move down to the funnel by using nurture campaigns or drip campaigns. Then, they provide the performance of each of the campaigns.

There are now two people who help us daily with the execution of the campaigns and the reporting. There are other projects they’re managing for us which includes 1–2 WordPress sites. TransFunnel Consulting also manages our Salesforce Lightning marketing automation system CRMs for other divisions. They’re also running some portal projects.

What is the team composition?
It started with six people. Once everything was implemented and went live, the size went down to two people that we retain. If we have any requirements for other divisions in the company, we go and ask them. The number of people changes depending on the project. We started with being in contact with the CEO. Now, we work directly with their account manager.

How did you come to work with TransFunnel Consulting?
We did our research and found out they were a partner for HubSpot. When we looked into more detail, we saw that the CEO had worked very intensively on marketing automation before starting his own company. We evaluated TransFunnel Consulting with different agencies but their approach was way different when it came to solutions. They’re more holistic and were looking at the overall ecosystem rather than focusing on a short-term project. They beat other agencies on the price point as well.

How much have you invested with them?
We’ve invested between $200,000–$999,999.

What is the status of this engagement?
We started working together in January 2016, and our engagement is ongoing.
 

What evidence can you share that demonstrates the impact of the engagement?
They really helped us create the conversion from one space to the other into the funnel. We were also able to realize around $150 million in the first year. The ROI for the campaign increased by more than 70%. We were able to optimize those campaigns and make sure they’re delivering more than 200% now. 

We had a lot of dropouts when people moved from the top of the funnel to the bottom of the funnel. That’s because they weren’t getting in touch at the right time with the right people. That has helped us cut our sales cycle by 2–3 months. Salespeople get insight into what they need before going to the prospect. It has cut costs and optimized our process within the CRM. 

Anything with sales now sits in the CRM. Anything that is marketing, sits in automation. The handshake only happens when there’s a qualification being done rather than everything being fed into Salesforce. It was kind of a database rather than a sales system. There’s a good process now.

How did TransFunnel Consulting perform from a project management standpoint?
The first project was supposed to be delivered in six months. We were ready by the fifth month. That was better than we expected. Our teams aren’t localized. The TransFunnel Consulting team was able to manage those relationships with the different teams around the globe. They’re able to make sure that there’s no time conflict or decision conflict. They manage it pretty well. Their team does documentation, takes feedback, gets onto workshops during the late night or early mornings, and handles whatever is required.

We have a weekly, monthly, and quarterly review call with their CEO. We started with a daily standup with an agile methodology where we have a list of things that need to be done and then prioritization. Now, we have a standup on alternate days. TransFunnel Consulting is good at owning their responsibilities. They know what’s required of them and how it can be done. Their team has access to our Microsoft Teams.

What did you find most impressive about them?
They have a holistic approach rather than a short-term approach. Their team understands the ecosystem first and then looks at the solutions. That really helps our whole team think about what our objectives are and what they’ll be getting out of it rather than only an automation team. I’ve never faced a challenge that I’m not able to reach out to them late in the night or early in the morning. TransFunnel Consulting is always available if I need them urgently.

Are there any areas they could improve?
TransFunnel Consulting has to ramp up now. They know a lot more than what they deliver. They’re a team of 30 super minds. Their team needs to grow now. I keep telling them that. They’re more worried about the quality than quantity though.

Do you have any advice for potential customers?
Give them a problem statement rather than a solution. Let them figure out what solution is best for it. Involve other teams who can be the stakeholders and market. Marketing automation isn’t just for people who run campaigns or execute email campaigns. It’s for event teams and how their events are being organized. It’s for account-based marketing teams focused on how content personalization can be done. It’s for CMOs and marketing managers navigating how their dashboard should look. Involving other teams will definitely help.

Show TransFunnel Consulting your whole ecosystem rather than just saying you need integration between an automation system and a CRM. It can be a webinar tool or what you use. It can be any scheduling tool that you use including your social channels. All of that is an input to the funnel.