How Zeotap uses Weflow to save time, improve pipeline visibility, and keep forecasts up-to-date

The Outcome

Using Salesforce as their CRM of choice, Zeotap’s sales team ran into a few challenges. Firstly, they realized that Salesforce wasn’t very flexible when it came to allowing sales managers to find the information they needed on specific deals and opportunities, which was making pipeline review very difficult.

The sales leadership was also finding it hard to get account executives to update opportunities consistently. This is a common problem that not only Zeotap faces. According to Salesforce, 70% of data in your CRM goes bad every year.

Pipeline and opportunity data quality was a key challenge. AEs would either update opportunities partially or would update some opportunities while ignoring others. Basic information on opportunities, such as next steps and close dates, wasn’t being updated.

In addition to the next steps and the close date, Zeotap wanted AEs to populate an ICP scorecard to improve discovery and qualification.

Doing opportunity and pipeline reviews was based on poor pipeline hygiene, and they were missing leading indicators like stage duration, last activity, and multi-threading to understand the health of the pipeline.

Even though Zeotap runs a tight weekly, monthly, and quarterly cadence, poor CRM data quality and bad pipeline reviews meant their sales forecasts were never accurate. This problem was made worse by the increase in team size and the number of deals that needed to be tracked, as well as by people leaving the company occasionally and taking their knowledge of specific deals with them.

Once Zeotap decided to try out Weflow, a group onboarding session was organized to help them get started.

After learning how the tool works, the Zeotap team set up templates for different pipeline views to help with weekly sales meetings, pipeline inspections, and overall deal management.

They also configured panel templates and custom objects (like an ICP scorecard) that allow them to quickly update Salesforce records and look up specific information from any pipeline view.

Finally, the team set up email logging for their team’s sales emails, which ensured that all relevant emails ended up in Salesforce.

After implementing Weflow, Zeotap has seen a significant improvement in pipeline visibility, forecasting accuracy, and sales process adherence.

Here’s what Chris Mackinnon, Zeotap’s VP of Revenue Operations, says about his experience with using Weflow:

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“We’re seeing a marked improvement after starting to use Weflow: we have much better visibility as a management team, our current quarter forecast is always up-to-date, and we are now tracking sales emails and activities a lot better.”

Another thing Chris liked about Weflow is how quick and easy it was to implement and use:

“Weflow was super easy to set up, configure, and navigate around: we did one set of training with the team, and they got everything we would want them to get. One of the easiest tools I’ve ever implemented.”

When asked about the value he and his team get out of using Weflow, here’s what Chris said:

“For the value we get out of it, it’s miraculous and a no-brainer. I would absolutely advise every sales team to start using Weflow.”