How Oneflow manages four sales motions on top of Cargo
Alexandre BejaouiCargo allows us to aggregate data from external sources and orchestrate it to meet our go-to-market needs across different countries.Alexandre Bejaoui
The problem#
Inflated tool stack
Before Cargo, Oneflow struggled with a "Frankenstein-like" stack of disparate GTM tools, which complicated prioritizing and routing leads.
Oneflow's business requires them to service four types of sales: outbound, inbound, product-led, and partnerships. Each motion requires a an adaptable approach suiting each of the geographies that Oneflow targets. The tool stack this system needs is hard to maintain and pushes messy data into the CRM.
As a result, manual data cleanup burdens sales representatives. Preventing them from focusing on core sales activities.
“The number of tools we had to use to coordinate our three sales motions, was burdening our operations, making it nearly impossible to adapt quickly to the market's demands.”
Inconsistent data across tools
So many tools meant that each lead and signal could take many pathways before entering the CRM.
This created inaccuracies as each tool possessed its own version of the truth, creating a mess in the CRM downstream.
As a result, sales representatives spent a fifth of their time manually cleaning data. This was hindering sales teams - it kept them from hitting their sales targets.
It also made it hard for sales leaders to report key metrics. For instance, Alexandre's team would need to invest too much time to collect simple metrics, such as the performance of different cadence types across geographic segments.
“The challenge was orchestrating external data with our internal systems without a unified platform, which often led to duplicated efforts and inconsistencies.”
New initiatives were sacrificed due to tool complexity
The larger the number of moving parts in the system, the longer it takes to effect a change. In contrast, Alexandre's team is required to stay nimble to adapt to the sales teams' feedback, prior to Cargo every new piece of feedback needed changes across many parts of the tool stack to respond to this feedback.
“Before Cargo, we were more like system administrators than revenue operations. Now, we can focus on turning insights into new processes very quickly.”
As a result, the team was unable to test and implement new initiatives quickly, which in a heavily nuanced sales motion, meant leaving opportunities on the table.
Also, when a change was made, the feedback time was very slow, hampering further iteration on these projects.
The solution#
Use case 1: ICP companies scraping workflow
Oneflow used a standard workflow to enrol scraped data for ICP companies from various sources, which would feed data to the the subsequent scoring workflows.
One example is the workflow using the Captain Data integration to centralize scraped company data inside a Cargo data model, which could then be pushed to Salesforce for further processing downstream.
Use case 2: Two-layered scoring workflow
Oneflow uses a two-layered scoring workflow for scoring leads based on both global as well as geography-specific scoring criteria. This was important for each sales territory to be able to influence the mix of leads they receive given their local markets' nuances.
“With Cargo, we can compute different ICP scores tailored to each country's market and buyer personas, giving us a precise targeting mechanism.”
The workflow uses two variables nodes to map the parameters that drive the scoring logic. The first one contains general scoring criteria that apply regardless of the geography of the account. The second one contains criteria that are geography-specific. Each of the scoring nodes compares the input parameters (e.g. Industry) to the desirable values (e.g. HighPriorityIndustries) and assigns a positive score if there is a match between the two.
Given that these variables are so easily accessible from Cargo's front-end, Oneflow finds it much easier to collaborate with sales leader to iterate upon these scoring criteria.
Use case 3: PQL routing workflow
Oneflow uses a centralized workflow to captured the lead at the end of processing cycle, handled by workflows further upstream. This workflow manages all the allocation logic for product-qualified leads (PQLs) to the right sales representatives based on the scoring metric assigned to the lead earlier.
Centralizing this logic in one workflow allows Alexandre and his to easier observability on the volumes of allocations handled by this system, as well as to easily spot errors.
The outcome#
50% reduction in time-to-market for new processes
Fewer tools to operate meant that each change requires fewer tasks to realize it. Since it began using Cargo as an orchestrator, Oneflow has observed a halving of the time to execute any new processes.
20% higher sales reps productivity
Alexandre's team has greatly improved data accuracy for leads before they reach the CRM. This change saves sales reps up to a fifth of their time each week, otherwise spent on data gathering and cleaning. This time was then reinvested in sales activities, engaging clients and closing deals.
80% CRM enrichment levels
Placing Cargo upstream in the data flow helps control data quality in the CRM. Before, large sections of data were unenriched or out of date. Now, Oneflow's CRM is consistenly enriched 80% of the time.
“Since starting using Cargo, our CRM enrichment levels have soared to 80%, ensuring we always have the most accurate and up-to-date information.”
Oneflow specializes in digital contract management, helping businesses to streamline their contract processes efficiently. Known for its powerful automation and integration capabilities, Oneflow enhances compliance and speeds up the contract lifecycle, making it a trusted partner for businesses aiming to improve their operational efficiencies.
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