Case Study

It's been a really good, first class engagement all the way through. Lots of love for the JJ group.

You have shown us how regimented, data-centric, and methodical we should be designing our go-to-market and set a standard for us to meet.

You've set the bar and it's not easily attainable.

The founding team at Checkbox required dedicated and experienced boots-on-the-ground to target and learn from ideal buyers within North America. In an effort to refine a go-to-market strategy, Checkbox was challenged to find sales talent specialized in validating B2B markets — as well as proven success driving outbound results within the enterprise. It was critical to design and build a sales playbook that allowed for repeatable lead generation and deeper, more effective client discovery.

Customer Discovery - Phase 1

JJELLYFISH deployed their team for 90 days as an extension of the Checkbox team based in the United States. In that short period of time, JJELLYFISH developed and executed a: (i) repeatable, outbound strategy proven to generate meetings with hard-to-reach Legal Executives within the Fortune 500, and (ii) discovery process to collect evidence and generate insight to inform and de-risk sales & market expansion decisions.

Within the Customer Discovery process, three commercial assumptions were tested to inform Checkbox’s best-fit customer segment and related value proposition. Additionally, initial outbound conversion rates were measured closely to predict the viability of future success.

Not only was the JJ team successful in generating mindshare with senior leaders in Legal (including c-suite executives) in North America, but the engagement resulted in the close of an early-adopter customer within the 90 day engagement. The project allowed Checkbox to confidently focus its limited resources on the most relevant and discoverable buyer profile with success.

Beyond conducting Discovery meetings with executives, 20% of the initial conversations were advanced, with one converting to sale! Given the success of the conversations held, Checkbox has now scaled, implemented, and is training their team on many of the sales and meeting tactics deployed by the JJ team.

Market Development - Phase 2

In the six months following Customer Discovery, JJELLYFISH researched, vetted, and approached 1,000+ contacts that fit the defined Ideal Customer Profile (ICP) through highly-targeted, cold outbound prospecting. Based on the market response, we secured conversations with over 60 companies.

To successfully advance opportunities — and further mature the sales organization — sales enablement resources (i.e. Discovery Deck, Executive one sheet, sales scripts, etc.) were developed, in partnership with the Checkbox team. Throughout the engagement, JJ also contributed to sales operations by defining qualification criteria, measuring conversion progress, and evaluating sales data to increase efficiencies throughout the sales funnel.

As a result, the team delivered 20 active deals to Checkbox and led to the closing one of their first >$50K U.S. customers. Based on this, their team in an excellent position to close several more U.S.-based customers within the year.

In addition to providing Checkbox with a repeatable GTM strategy and active deals/pipeline, the JJ team provided continuous recommendations for growth down-funnel. This included earlier identification of the key challenges stakeholders were experiencing and the prioritization of specific value propositions (per use case).

Lastly, through the analysis of our introductory sales meetings, it was found that 79% of Legal Ops teams report to the General Counsel, where they are responsible for setting the direction and priorities of the Legal Department. Based on our data, we found that starting the sales process with General Counsels (over Legal Ops) advanced more qualified opportunities by more than 20%.

• U.S. Customers Closed Won

• 106 Sales Meetings

• 8% Interest Rate via Cold Outbound

• 44% SQL Rate From 1st Meeting (+120% increase from Phase 1)