Case Study

A digital flyer comparing Jellyfish and Drivetrain with marketing metrics and statistics, a testimonial quote from Alok Goel, Co-founder & CEO of Drivetrain, and contact information for Jellyfish including Twitter handle, website, and email, all set against a dark background with white and colored text.
A digital document discussing how Jellyfish and Drivetrain collaborated on sales and marketing strategies, including phases of customer discovery and market development, with contact information for Jellyfish at the bottom.

Client: Drivetrain

  • The JJELLYFISH team has undeniably been the key lever for us to enter the US market.
    Having your boots on the ground to generate meetings and help us close our first US customers has been instrumental in our success. It has been amazing how much business context your team has on Drivetrain and how nicely you have represented us in front of prospects. We will say only the truth that you folks are absolutely amazing! We are so thankful.

  • Drivetrain is a financial planning, monitoring and decision-making platform. In addition to consolidating data from disparate business systems to create a single source of truth, Drivetrain helps finance teams build integrated plans, budgets and forecasts, giving executives a forward-looking view of their business to make faster, confident decisions.
    Having successfully sold their product to a handful of early adopting customers, the Drivetrain team realized the importance of optimizing their Top-of-Funnel through cold outbound prospecting. More specifically, the Drivetrain founders needed to discover their Serviceable Obtainable Market in order to focus their efforts on prospective customers showing early signs of intent to buy an FP&A tool.

    Having successfully sold their product to a handful of early adopting customers, the Drivetrain team realized the importance of optimizing their Top-of-Funnel through cold outbound prospecting. More specifically, the Drivetrain founders needed to discover their Serviceable Obtainable Market in order to focus their efforts on prospective customers showing early signs of intent to buy an FP&A tool.

  • The JJELLYFISH team spent 90-days working alongside the Drivetrain founders to help provide structure and process to their sales motion, including:

    • Outbound: The JJ team A/B tested attraction messages in order to optimize outbound performance. This experiment resulted in an interested-rate lift of 179%, and established a benchmark for all future outbound campaigns. 

    • Meeting Log: Setting out with the initial goal of lining up 10 CD Interviews, the JJ team was able to secure and hold 16 meetings (160% to goal) while only acting on 250 contacts in total. Additionally, 12 of these meetings converted to a product demo.

    • Breakpoint Discovery: The Drivetrain team knew the ICP was experiencing a “breakpoint” when using Excel spreadsheets for analysis; and that Drivetrain solves this problem. However, they had not yet connected the timing of this to publicly available firmographic signals, making it difficult to identify the highest fit prospects. The JJ team was able to identify discoverable signals of the “breakpoint” in which finance executives decide to replace spreadsheets with a purpose-built FP&A tool. This will help further optimize the sales process and accelerate market traction in the US.


    As a result, Drivetrain extended their engagement with JJELLYFISH into Market Development. Together, both teams leveraged the learnings defined in Customer Discovery to close initial U.S. logos over the next six months and build a repeatable sales funnel.

  • In Customer Discovery, JJELLYFISH identified a critical "breakpoint" in which prospects indicate their readiness to adopt FP&A software. Through the initial phase of customer interviews, JJELLYFISH pinpointed various signals that provided Drivetrain with a high degree of confidence in the prospect's buyer maturity.
    Leveraging this key market insight, JJELLYFISH applied the appropriate parameters to Drivetrain's Ideal Customer Profile (ICP) at both the company and contact levels, resulting in a highly focused top-of-funnel approach. This targeted strategy significantly increased the qualification rate of Intro Meetings (outpacing benchmarks of 40% after the first meeting). The downstream impact was quickly realized as, within just a few months, JJELLYFISH had secured Drivetrain's first handful of US-based logos from a cold outbound approach.


    Throughout Market Development, JJELLYFISH played a pivotal role in shaping Drivetrain's entire sales process. This comprehensive effort included message testing multiple variants and channels, creating call structures and templates for both introduction meetings and sales demos, defining qualification criteria, and establishing essential guidelines for each stage of the sales funnel. With this strategy fine-tuned, Drivetrain now possesses a proven playbook and a repeatable framework for driving scalable growth.

    • 8 ICP Discoverable Signals Unlocked

    • 160% to Goal of Discovery Meetings Held

    • 11% Interested Response Rate via Cold Outbound Messaging

    • 50% SQL Rate over 12 Months

    • 35% SQO Rate over 12 Months

    • 4 US Logos Closed