Case Studies

Learn more about DemandGen's demand funnel and lead scoring services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 ROI meets ASAP. Jaspersoft doubles inquiry-to-close rate with next generation demand funnel. SITUATION Recently acquired by TIBCO Software, Jaspersoft is a commercial open source business intelligence software provider that operates on a subscription revenue model. The company's last venture capital funding round was in June 2011 and the goal was to be self-funded by the end of 2013. That was a tall order, considering that as of April 2012, 85% of the pipeline was sourced by marketing; there was no service level agreement between sales and marketing; and there were wide fl uctuations in lead fl ow. To fund the business without additional venture capital, the company had to get lean. That meant growing new business by 30% while reducing marketing spend by 12%. "The marching orders were to get more out of the money we were spending on marketing while lowering our investment in marketing, which is never easy," said Jim Bell, CMO for Jaspersoft. "That would allow us to reach our business goal of getting the cash fl ow to the breakeven point as a company." Bell and team doubled the inquiry-to-close rate from his baseline with a rigorous demand funnel defi nition and a disciplined process, earning a Return on Integration (ROI) Award at the SiriusDecisions Summit 2014. SOLUTION The company engaged DemandGen International® to help revamp its processes, including implementing a new funnel model, lead scoring, capacity-based lead assignment, service-level agreements and lead recycling. The two companies began their conversation two years earlier at SiriusDecisions' 2012 Summit. "Like many fi rms that attend, Jaspersoft attended SiriusDecisions for inspiration and insights on how they could increase revenue and better align sales and marketing," said David Lewis, CEO and Founder of DemandGen International. "We helped them take the SiriusDecisions model and operationalize it." Adjustable lead Scoring Enables Capacity-Based lead assignment Lead scoring was a critical component of the plan, Bell noted. Leads were scored SITUATION There was no service level agreement between sales and marketing; and there were wide fl uctuations in lead fl ow. SOLUTION DemandGen helped revamp its process, including implementing a new funnel model, lead scoring, capacity-based lead assignment, service-level agreements and lead recycling. RESULTS The Jaspersoft team doubled the inquiry-to-close rate from his baseline with a rigorous demand funnel defi ni- tion and a disciplined process, earning a Return on Integration (ROI) Award at the SiriusDecisions Summit 2014. The improvement was really terrifi c and everything really came together. It's a great team, a great relationship between sales and marketing, and, yes, it was fun." − Jim Bell, Chief Marketing Offi cer, Jaspersoft

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