How Pipeline Visibility Helped One Company Increase Revenue by 15%

Case Study Northwest Weatherization

“Our CRM is an extension of my left hand or my right hand. It moves so quickly and comfortably that I don’t have to worry about it. I’m then able to focus on more lead opportunities.”

The nuts and bolts

Company size: 24 (five-person sales team)

Industry: Real Estate (Energy Efficiency)

Location: Greater Portland (Vancouver, Salem and Hillsboro)

Integrations: Google Apps, PandaDoc, Zapier

In this study, you’ll learn about:

  • How Northwest Weatherization increased its bottom line by 15%
  • Key integrations that allowed it to have more fluidity in its sales pipeline

The company

There’s no place like home, especially if it’s cost-effective.

For seven months, Northwest Weatherization has been using Pipedrive to help its customers weatherize their homes to save money on their energy bills. Weatherization can include wall insulation, window installation, and air and duct sealing for existing homes, typically  built during the 1980s and ’90s.

In 2010, Radu Bobirnac, Northwest Weatherization’s marketing manager, recalls experiencing “dark times” as the company ventured between using Excel sheets and complicated CRMs to manage customers and potential deals.

Roadblocks

As Northwest Weatherization grew to averaging 700 new customers a year with an annual revenue of $2 million, the company sought to tighten gaps in its sales process and keep its prospects’ and customers’ information at the forefront. The company’s sales team was using Vtiger CRM, which proved incongruent with Northwest Weatherization’s sales flow and ambitious plans.

Risking losing information was no longer an option, and Northwest Weatherization needed a clear view of where the company’s prospects were in their sales process and to access relevant information in as few clicks as possible.

“The CRM we were using had a very poor documentation system for tracking leads, and we weren’t able to view statistics as well as we would have liked,” Radu said. “At times, loading leads lingered past two minutes and records became jumbled. You’re pulling out your hair when it takes so long to load, and when customer information gets lost, it affects customer relationships, especially when you’re new. We were on a mission to gain visibility into our pipeline, to keep deals and relationships thriving.”

Finding a solution

“Customers expect a lot more from us, so we expect a lot from our CRM.”

The team came to the conclusion that it needed a platform that was inexpensive yet would allow it to get more done in less time. Gaining extra hours, even minutes, were very valuable.

After analyzing four CRMs — Infusionsoft, Insightly, Sugar, and Pipedrive — Northwest Weatherization set its eyes on Pipedrive in August 2015. The other systems took too many clicks to access information, had no ability to customize or were expensive, or a combination of the three.

“Customers expect a lot more from us, so we expect a lot from our CRM,” Radu said.

Pipedrive’s kanban-based system — building on the idea that processes are easier to follow, prioritize and complete when broken up into manageable activities — allowed the company to have more visibility, and therefore, fluidity in their sales process. It gave them a clear concept of where each deal was.

“Being able to do that helped us quickly grasp a good understanding of where each deal was and helped us decide how we could get it to move forward,” Radu said.

“[Pipedrive] helped us quickly grasp a good understanding of where each deal was and helped us decide how we could get it to move forward.”

Northwest Weatherization was able to organize and move along all of its deals in its pipeline. It also helped that Pipedrive offers a wide range of integrations through its API, such as Gmail, Google Calendar, PandaDoc and Zapier, which turbocharge the sales management solution.

“I’d say we needed a strong push to clean out our sales pipeline,” Radu said. “Pipedrive has gone above and beyond to help small businesses like ours do that. After three months of test driving Pipedrive, the company had already transitioned approximately 90% of its sales management needs, and within six months, it made 98% progress towards full integration.

Return on investment

“It’s like trading in your Bonneville for a new Ferrari. You get into that thing, hit connect, and it’s like bam!”

Because the sales process often doesn’t stop at the end of the work day for the company, being able to easily access information on-the-go was crucial.

“People tend to look at their CRM between meetings or during a quick coffee stop,” Radu said. “With Pipedrive’s app, my team and I get to use those precious seconds to manage our sales process. It’s an amazing time-saver to see everything so clearly at-a-glance.”

Integrating Gmail, Google Calendar, PandaDoc and Zapier in Pipedrive helped Northwest Weatherization gear up for a 15% increase in the company’s bottom line within six months. Getting information in real-time without leaving the comfort of the CRM made the sales management process more efficient and profitable.

“Our CRM is an extension of my left hand or my right hand. It moves so quickly and comfortably that I don’t have to worry about it. I’m then able to focus on more lead opportunities.”

“It’s like trading in your Bonneville for a new Ferrari,” Radu added. “You get into that thing, hit connect, and it’s like bam! We often fill our pipeline with as many people as possible, and within two weeks out, we capture about 5-7% of them.”

Besides winning more deals more quickly, the new system allowed the team to collaborate more effectively.

“We especially like the instantaneous communication between team members, and look forward to seeing where Pipedrive can take us,” Radu said. “Our biggest achievement is being able to actively and accurately track the number of sales each month with the new visibility we’ve gained.”

Interested in learning more?

Pipedrive is a rapidly growing sales management tool designed to help small businesses master the selling process. It works especially well in cases where the sales cycle is long and many people are involved. Just as Radu and Northwest Weatherization went from “dark times” to falling in love with his Ferrari-like Pipedrive CRM, you too can control your complex sales, to maximize results and increase your bottom line. Find out more here.

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