Pipeline Insight Case Study: YARCDATA
Company Size
1,000+
Region
- America
Country
- United States
Product
- Pipeline Insight
- Salesforce.com
Tech Stack
- Salesforce
- Spreadsheets
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Customer Satisfaction
- Productivity Improvements
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Visualization
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
- Software Design & Engineering Services
- System Integration
About The Customer
YarcData LLC, a subsidiary of Cray Inc., is based in the San Francisco Bay Area. The company specializes in enabling enterprises to gain better business insights by discovering unknown relationships in Big Data. Cray, the parent company, is renowned for its advanced supercomputers used by scientists, engineers, and various industries, including academia and government sectors worldwide. YarcData's mission is to help clients uncover high-value relationships within their data, leveraging the power of Big Data analytics to drive business decisions and strategies.
The Challenge
YarcData faced challenges in determining the conversion rates of prospects into customers through various marketing efforts and identifying the source of its leads. They wanted to know the percentage of opportunities in the sales pipeline that came from different marketing events, web downloads, or self-sourced sales opportunities. Additionally, they needed the ability to drill down into the data to guide where to allocate more marketing dollars based on the success of previous efforts. Previously, YarcData relied heavily on spreadsheets and Salesforce.com reports, which made it difficult to extract the exact information they needed. This reliance on spreadsheets represented about 70% of their data presentation.
The Solution
When Todd Quinn joined YarcData in January 2013 in product marketing, he encountered the initial implementation of Marseli's Pipeline Insight Marketing Analytics. This tool provided YarcData with end-to-end analytics for every nurture and sales stage, linking each campaign and tactic-based inquiry to revenue reporting. With Pipeline Insight, YarcData could identify which marketing-generated leads were successfully converted into sales, view full funnel and pipeline conversion, and analyze velocity and usage metrics for both historical and forecasted periods. The data for each report was extracted from Salesforce, but the value of Pipeline Insight lay in its ability to present multilayered and dynamic insights in a single dashboard. Users could change views and reveal specific information through drop-down options. Beyond saving time, Pipeline Insight increased user adoption with its simple and concise screen views, showing key metrics that could be filtered to identify active opportunities by vertical or sales rep, velocity charts for marketing-related opportunities, conversion rates, and other key factors. This deeper dive into the data and the uniform, centralized view significantly improved over spreadsheet interpretations, giving management greater confidence in the numbers.
Operational Impact
Quantitative Benefit
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