Case Study

Salesform entered the US market as a B2B enterprise tool designed to optimize lead routing and close rates with a simple code integration that places leads with specific salespeople instead of traditional routings (like territory and round-robin logic). At a critical point of proving product-market fit, Salesform sought out JJELLYFISH to (i) explore outbound sales and (ii) learn more about its customer’s unmet needs to begin developing a go-to-market strategy

JJELLYFISH fully embedded within the Salesform team to deploy several ICP iterations and targeting efforts for outbound, including SalesOps, Marketing Ops, and Revenue leaders. Focusing on Sales CxOs and VPs in specific sectors and a defined employee size range led to a significant uptick in cold outbound response rates, which clarified who was the "right" person to speak with within Salesform's target industries.

Discoveries made during the engagement led to a strategic pivot by Salesform. The company's assumptions about lead routing were challenged, revealing that sales leaders prefer existing lead routing criteria or delegate such tasks to other departments. This, combined with ICP insights, presented a new opportunity for Salesform. The value proposition was redefined to an AI RevOps bot that addresses broader challenges in sales team performance, going beyond funnel metrics.

The engagement revealed a need to analyze unstructured and structured sales team activity data with funnel performance metrics. The learnings enabled Salesform to shift the product's focus and enhance its appeal to the ICP. After making these iterations to the value propositions, Salesform saw a 400% increase in interest rate for introductory meetings and a 67% advancement rate to second calls.

Quickly invalidating initial market assumptions around the ICP and value proposition allowed for deeper customer learnings and positioned Salesform for strategic market entry in the U.S. rooted in current, specific unmet needs.