Brooke Hattie · Apr 26, 2024 · Case Studies
About this engagement
Our client is a fintech startup that wanted to move its high-velocity eSMB deals to a self-serve motion. Their RevOps team was already at full capacity running the existing sales process, and the deadline to build, deploy and operationalize it was a non-negotiable two months.
They brought us in to own the project end to end, so their RevOps team could keep running day-to-day operations.
Our partnership enabled the following results:
The Challenge
The goal was clear, but the team had neither the capacity nor the technical expertise to design and implement a new self-serve process. Every eSMB deal still needed the sales team, which limited how far marketing could scale.
The Solution
We worked with the client's product team to understand the user experience they wanted, turned that into a plan for the processes and integrations it needed, then built it, connecting their self-serve portal to their CRM systems with custom code.
"Lean Layer does great work. They are a pleasure to work with, provide great transparency, and are ready to roll up their sleeves and jump in wherever needed - whether it be in strategy/planning, data maintenance, CRM dev. LL can do it all! They are always focused on increasing productivity and impact. Rather than just a consultant, Lean Layer is truly a RevOps partner and they feel like a part of your team.
They helped us maintain super high productivity with a very small team internally. They have worked with nearly every corner of our business, and are an invaluable partner in planning and executing on our GTM efforts."
Head of RevOps at FinTech Startup
At a high level, here is what changed:
| Before | After | |
|---|---|---|
| Every eSMB deal worked by sales | → | A self-serve portal that processes applications on its own |
| A RevOps team with no capacity to build it | → | Lean Layer owning the project, from design to support after launch |
| Sales and marketing systems apart from the portal | → | The portal integrated with Salesforce and HubSpot |
And now, here is how we got there.
Designing with the product team
We worked with the client's product team during the UX design phase, so the portal met both the user experience they wanted and the technical requirements behind it.
Scoping against Salesforce and HubSpot
We scoped the systems so the portal's functionality fit the existing Salesforce and HubSpot setup.
The application workflow and the RevOps behind it
We proposed and implemented the workflow for processing applications, covering what users and sales reps do and what the system automates, and built the RevOps framework that supports the portal across user and sales activity.
Agile build and support after launch
We built in short iterations so the work could adapt as requirements changed, then monitored and fine-tuned the system after launch.
The Results
The self-serve portal went live within the two-month deadline, in line with the client's goals for 2024. About 20 to 30% of applications now go through it without any involvement from sales.
The startup can now scale its marketing to a larger audience without being held back by sales capacity, and grow at a lower CAC.
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