Case Study

It was f*cking amazing, I feel so bad for folks who don't do this.

They're so f*cked. It's the only way I can articulate it. Out of the gate you're going to waste so much money on SDRs, AEs and find out you're going after the wrong thing.

Can you build a $10m or $100m business from our current product? That's the thing I loved you guys focused in on because that's the thing startups go out of business trying to find out - and being able to find this out right after raising a seed round is really good intel so we can refocus and try to find product-market fit with the right solution to get us there. Super, super jazzed….. the whole thing was pretty amazing.

Their hypothesis was that the majority of no code-operators are using Zapier/Integromat to automate business critical processes, but no tool exists to monitor and report on failures in real-time. This results in unplanned downtime and, in some cases, lost revenue.

To validate this hypothesis, the Co-Founders of Switchboard partnered with JJELLYFISH to improve their understanding of (a) their ideal customer profile, and (b) the challenges they're seeking to solve for leaders at these companies

In the first two weeks, the JJ team worked side by side with the Switchboard team to develop an ideal customer profile, assumptions to test in the market, and an outbound playbook to generate meetings with this ideal customer profile.

Over 90 days, the JJ team conducted cold outbound and held 18 discovery meetings with leaders using Zapier and Integromat in their day-to-day roles. Key buyer themes started to emerge quickly, with two insights highlights below:

• To sell effectively to a Zapier/Integromat customer they must have: (i) business critical processes in place, (ii) more than 1 failure happening per month, and (iii) cross-functional automating processes. 22% of prospects met this criteria.

• Zapier/Integromat is rarely used as an enterprise-wide solution with no central IT owner of the technology. Although the JJ team drove a 5% Interest Rate (# of Interested Responses / # of Contacts Actioned), finding the right prospect in an account was nontrivial and therefore a meaningful outbound challenge.

The JJ team was able to drive a 5% Interest Rate (via cold outbound) and a 22% SQL rate - which is strong given the no-code space is still an emerging market. However, the current ACV of Switchboard's product offering required a higher volume of SQLs to build a SMM business In the short term. We recommended a more transactional sales motion... That is, until the more significant buyer problems surfaced during this Customer Discovery process can be solved by Switchboard.

During this process, the Switchboard team was able to (a) quickly test and validate their business assumptions with Switchboard while (b) understand what some of outbound production they would need to drive to hit growth goals, and (c) identify other meaningful problems they could focus on to find product-market fit and increase ACV.

• 180% To Goal Discovery Meetings

• 3 Qualified Deals Early Adopting Customers

• 15% Response Rate Via Cold Outbound