Case Study

We really appreciate how much we’ve learned and achieved through this comprehensive partnership! We are thankful for Ben and Derek’s hard work and are genuinely looking forward to building a repeatable sales motion in 2023!

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.

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 will leverage the learnings defined in Customer Discovery to close initial U.S. logos over the next six months and build a repeatable sales funnel.

During conversations with 16 prospective customers, Roger validated several market assumptions through an empirical/evidence based discovery process. Roger sought to learn if the ICP experienced challenges with poor project coordination, ineffective SOPs impacting operational needs and/or challenges with project visibility. While the central problem owner varied, consistent patterns emerged in relation to these assumptions across company sizes and specialization. During the course of our Discovery Calls, additional unmet needs that Roger is uniquely positioned to solve were also surfaced related to (i) procurement and  (ii) training/turnover SOPs. These bonus unmet needs, as well as 5 additional buyer themes uncovered during the Customer Discovery process led to the creation of a GTM sales playbook based on validated market data that Roger is currently executing.

Beyond the scope of our engagement, JJ facilitated 8 demos (50% conversion rate), with 2  converting into paying Roger customers. Along the way, the JJELLYFISH team provided product demo feedback as well as coaching on sales assets and conversational framework for future applicable meetings from both delivery and the executive team.

• 8 ICP Discoverable Signals Unlocked

• 160% to Goal of Discovery Meetings Held

• 11% Interested Response Rate via Cold Outbound Messaging