SaaS Project

ASSIGNMENT GUIDELINES
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ASSIGNMENT
Name: S MEGHA NAIR
Problem Statement
The sales pipeline conversion percentage at TechnoServe (a tech SaaS startup) has dropped from
35% at the end of last fiscal (FY 2017-18) to 25% at present.
Assignment Objective
Understand the problem, come up with a hypothesis for low conversions faced by TechnoServe, and
analyse the dataset provided to arrive at possible solutions to increase it.
PART I : 1. Understanding the Problem
Sales Pipeline Conversion at a SaaS Startup
Who? What? When? Where? How?

Declining Sales pipeline From last fiscal year The declining sales
TechnoServe (a tech conversion from 35% to (2017-2018) to the Among the lead conversion is because
SaaS startup) 25% leading to profit and current fiscal year (2018- customers of the firm. of mainly two factors
revenue loss for the 2019)
company. • Un-optimized
marketing
strategies
• Product quality and
cost optimization.
PART I : 2. Understanding the Problem
Situation Problem Implication Need-Payoff

What are the products that the Are there any changes made in Does the declining sales Would an increase in the sales
company selling? the company product recently? conversion affecting your conversion bring in revenue for
revenue? the company?
What is the process of the sales Is the product quality declining?
conversion in the company? Is the problem causing you to By increasing the product
Are the marketing strategies of lose your company’s quality will the company be able
What is the current sales rate of the company efficient? competitive edge in the market? to increase the sales conversion?
the company?
Does the company have enough Does the problem affect target Would adding staff to the
What is the current profit rate of staff to cater the customer achievements of the company? company increase the
the company? needs? conversion rate and revenue ?
Is the problem impacting the
What are the current marketing Does the company have an staff morale? Would problem resolution
channels of the company? accurate data and research team? enable the company to align
with its targets and future goals?
PART II : Formulating Hypotheses
Framework Used
5Cs
Reason for using the selected framework
5Cs is used to analyze a company externally, here the company maybe is facing a an external issue as it is the sales
conversion of the potential leads of the company.
How you have used the framework here
Here the company is facing an issue maybe in terms of the customer satisfaction and other competition which can only
be analyzed using 5C framework.
Competition
• Does the competitors offer a negotiable price
• Entry of any new major competitors
• Better quality products offered by the competitors
Context
• Is the industry performance falling in general
• Introduction of new technology
Customers
• Delay in Product delivery
• Difficult contract terms
• Unsatisfied customers in terms of product quality
• Rigid pricing for the products
Collaboration
1. Promoters of the company
1.1 Tele marketing- does the telemarketing strategy targeting enough
1.2 Digital marketing-Are the digital marketing reaching the targeted customers
1.3 Direct marketing- Is there a shortage of direct market associates
2. Partners
• Is the company facing a shortage of investors or partners
• Is there a shortage in the capital received from the investors or partners
Company
• Is the company facing a shortage of experts in the production
• Is the company using an outdated technology in production
• Is the company losing consideration in the market
• Does the company take longer period to convert leads
PART III A : Generating Insights
Variables Insights if any Pattern of Insight
1. Technology Primary ERP Implementation is the product that the company had the most
successful sales conversion while Analytics and Legacy modernization Unknown Result
has same success rate and is the lowest among all the products offered by
the company.
2. B2B Medium Among the B2B mediums, Online Leads medium is the worst performer
with an average successful conversion rate of 6% when compared to Surprising Extremes
others while enterprise sellers has the highest average success rate of 28%.
It is enterprise sellers which has an average over the total average success
rate of the company
The maximum days the company takes for lead conversion is 210 and Unknown result
3. Sales Velocity minimum is 0
Only no . Of successful sales conversion in client revenue of more than Surprising Comparison
4. Client revenue and B2B 1M is 1021 among them among them marketing team has bought the
medium highest no. of clients while online leads has bought the least no.of clients.
Variables Insights if any Pattern of Insight
5. City and Opportunity ID Mumbai has the highest leads followed by Unknown result
delhi ,Bengaluru,Hyderabad,Pune, Chennai, Kolkata.
Surprising extremes
6. City and Opportunity Only 25% of the of leads from Mumbai is converted and only 22% of the
status leads from Delhi is converted.
7. Sales velocity and As sales velocity cross 100 the sales conversion falls from five digits to Abnormal distribution
opportunity status three digits
8. Compete intel and When the compete intel is unknown, the company has a more successful Surprising extreme
opportunity status conversion rate and when the compete intel is known the company has a
poor conversion rate.
9. B2B Sales Medium, Outlier

Opportunity sizing, Marketing team bought in the most no.of leads in the 40k- 50k bin(12986)
Opportunity ID but the conversion percentage is 8%
Variables Insights if any Pattern of Insights
10. Business from client last The clients with zero business from last year has surprising successful rate
year and opportunity in this year than the returning clients of the company Outlier
status
11. Client Revenue and The share of high revenue clients are much lesser than the low revenue Unknown result
Opportunity ID clients.
Variable under consideration:
Technology Primary
ERP Implementation is the product that the company had the most successful sales conversion while Analytics and Legacy modernization has same
success rate and is the lowest among all the products offered by the company.
Technical Business Solutions 5850
Legacy Modernization 74
ERP Implementation 11629
74 Average:4406.75
Analytics
B2B Medium
Among the B2B mediums, Online Leads medium is the worst performer with an average successful conversion rate of 6% when compared to others
while enterprise sellers has the highest average success rate of 28%. It is enterprise sellers which has an average over the total average success rate of the
company(23%)
30% 28%
25%
22%
20% 19% 19%
15%
10%
6%
5%
Total :23%
0%
Enterprise Marketing Online Leads Partners Tele Sales
Sellers
Sales Velocity
The maximum days the company takes for lead conversion is 210 and minimum is 0
0
Min
210
Max
0 50 100 150 200 250

Client revenue and B2B medium
Only no . Of successful sales conversion in client revenue of “more than 1M” is 1021 among marketing team has bought the highest no. of clients while
online leads has bought the least no.of clients
25
2
54
405
535
Total: 1021
Enterprise Sellers Marketing Online Leads Partners Tele Sales

City and Opportunity ID
Mumbai has the highest leads followed by Delhi ,Bengaluru, Hyderabad, Pune, Chennai, Kolkata
25000
21020
20000
15142
15000
9552 9232
10000 7568 8153
7358
5000
0
Bengaluru Chennai Delhi Hyderabad Kolkata Total
Mumbai : 78025
Pune
City and Opportunity status
Only 25% of the of leads from Mumbai is converted and only 22% of the leads from Delhi is converted and evidently the sales conversion rate in all the
city falls way below the leads acquired in the city.
22500
17500
12500
7500 Leads
Sales conversion
2500
Bengaluru Chennai Delhi Hyder- Kolkata Mumbai Pune

abad
Leads 9552 7568 15142 9232 7358 21020 8153
Sales conver- 2074 1651 3444 2021 1565 5333 1539
sion
Sales velocity and opportunity status
A low sales velocity provides the company with more sales conversion than a high sales velocity
12000
10000
Opportunity Status
Sales Velocity
8000 A:0-50
B:50-100
6000 C:100-150
E:200 above
4000
2000
0
A B C E
Compete intel and opportunity status
When the compete intel is unknown, the company has a more successful conversion rate and when the compete intel is known the company has a poor
conversion rate.
Unknown 12351
None 2930
Known 2346
0 2000 4000 6000 8000 10000 12000 14000
Opportunity Status
B2B Sales Medium, Opportunity sizing, Opportunity ID, Opportunity Status
Marketing team bought in the most no.of leads in the 40k- 50k bin(12986) but the conversion percentage is 8%
14000
12986
12000
Sales Conversion and Opportunity
10000
8000
6316 Sales Conversion
6000 Opportunity
4697
4235
3794 3592
4000
2000 1642
0
10K or 10K to 20K to 30K to 40K to 50K to More
less 20K 30K 40K 50K 60K than 60K
Business from client last year and opportunity status
The clients with zero business from last year has more sales conversion rate in this year than the returning clients of the company
14000
11989
12000
10000
Sales Conversion
8000
6000 Total : 17627
4000
2000 1472 1535 1291 1340
0
0 - 25,000 0 (No 25,000 - 50,000 - More than
business) 50,000 100,000 100,000
Business from last year

Client Revenue and Opportunity ID
The share of high revenue clients are much lesser than the low revenue clients .
49
42 5098 4109
4528
15K to 25K
1K or less
1K to 5K
5K to 15K
More than 25K
59348
Total: 78025
Recommendations Corresponding Insights
Product quality must be updated ERP implementation is the most successful product of the company which actually
becomes an outlier in the sales conversion rates, only two out of the four products are
above average conversion rates while the other two are way below the averages.
B2B Medium efficiency should be increased In company’s B2B mediums, Enterprise Sellers and Marketing are the best mediums to sell the
products Tele sellers, Partners are only giving average performance while online leads are the
worst performer.
Reduce the sales velocity or increase the efficiency The minimum in sales velocity is 0 while maximum is 210 days, when the sales velocity is low
of the sales team. the conversion rate is high and vice versa.
Marketing team and sales team coordination needs to The marketing team brings in a higher no. of leads in the 40k-50k revenue leads but their
be focused conversion rate is just 8%
The company must be more regionalized. Mumbai and Delhi are two of the sources were the company gets most of its leads, while other
cities fall way below in terms of the opportunities bought in. The sales conversion for all the
cities almost remain at par with each other.
Recommendations Corresponding Insights
The Existing clients of the company must be The data showed that in the current year most of its sales conversion came from new clients and
frequently contacted for feedbacks and follow ups that the returning clients are falling way behind them.
A R and D department must be organized

Some of the data shows a great no. of outliers and this must be properly looked into to know the
abnormality in the data and the completions must be analyzed as the conversion rate where the
completion is known is much lesser than none and unknown.
The company must put forward more facilities and
provision to attract more high revenue clients to the Among the 78025 leads of the company only 5289 are clients belonging to “more than 1 million
company bin and more than 50,000 leads fall in the 1k or less.
PART III B : Presenting Findings
Sales Conversion Rates can be

increased
Formulating new
Product Quality Increasing B2B Increasing the regional offices and
Updation medium efficiency staff in sales Research
team departments
Increases the Increases the

Offers more This will bring the Reduces sales sales and city wise
competitive products company into the velocity of the marketing clients and
to the clients consideration of the company coordination sales
clients
conversion
Reduces the Improves the client

client employee feedback and increases the
sizing of the firm returning clients
TECHNOLOGICALY OUTDATED PRODUCTS
Average:4406.75
14000
ERP Implementa-
12000 tion
[Y VALUE]
10000
Sales Conversion
Techinical Solu-
8000 tions
[Y VALUE]
6000
4000
,Legacy modern-
2000 ization
[Y VALUE]
Analytics
0
0.5 1 1.5 2 2.5 3 VALUE]
[Y 3.5 4 4.5
PRODUCTS
B2B MEDIUM INEFFICIENCY
Enterprise Sellers; Total :23%

30% 28%
Tele Sales; 22%

25%
20%
Partners; 19%
15%
Marketing; 19%
10%
5%
Online Leads; 6%
0%
Enterprise Marketing Online Leads Partners Tele Sales
Sellers
LOW SALES CONVERSION AND HIGH SALES VELOCITY
12000
10000
Opportunity Status
Sales Velocity
8000 A:0-50
B:50-100
6000 C:100-150
E:200 above
4000
2000
0
A B C E
LOW RETURNING CUSTOMERS AND CITY WISE LOW SALES CONVERSION
22500
More than 100,000 1340 17500

Business from last year
50,000 - 100,000 1291 12500
7500
25,000 - 50,000 1535 Leads
Total : 17627
Sales conversion
2500
0 (No business) 11989
Ben- Chennai Delhi Hyder- Kolkata Mumbai Pune
0 - 25,000 1472 galuru abad
Leads 9552 7568 15142 9232 7358 21020 8153
0 2000 4000 6000 8000 10000 12000 14000
Sales conver- 2074 1651 3444 2021 1565 5333 1539
Sales Conversion sion

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ASSIGNMENT GUIDELINES

• Make the changes in the PPT as you solve the parts

• Don’t move around any image or text box

Who? What? When? Where? How?

Situation Problem Implication Need-Payoff

Reason for using the selected framework

How you have used the framework here

9. B2B Sales Medium, Outlier

Technical Business Solutions 5850

ERP Implementation 11629

0 50 100 150 200 250

Client revenue and B2B medium

Enterprise Sellers Marketing Online Leads Partners Tele Sales

City and Opportunity ID

City and Opportunity status

Bengaluru Chennai Delhi Hyder- Kolkata Mumbai Pune

Sales velocity and opportunity status

Compete intel and opportunity status

0 2000 4000 6000 8000 10000 12000 14000

B2B Sales Medium, Opportunity sizing, Opportunity ID, Opportunity Status

Business from client last year and opportunity status

Business from last year

Client Revenue and Opportunity ID

A R and D department must be organized

Sales Conversion Rates can be

Increases the Increases the

Reduces the Improves the client

Enterprise Sellers; Total :23%

Tele Sales; 22%

LOW SALES CONVERSION AND HIGH SALES VELOCITY

LOW RETURNING CUSTOMERS AND CITY WISE LOW SALES CONVERSION

More than 100,000 1340 17500

50,000 - 100,000 1291 12500

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