User Research + Sales Strategy

Client: IT SaaS Startup

Date: Sprint 2017

Project: Sales, Marketing strategy; UX design and User Research

Working with a company who developed a cloud-based IT product marketing to enterprise companies, we developed their sales strategy and marketing materials, implemented CRM and built their sales team.
However, while client satisfaction surveys were high and the product user tested well, sales were stopping at the same point in the funnel. We developed an empathy-based experiment to find out why leads weren’t passing this crucial point and conducted a series of interviews with our research. Through that process it was discovered that, while our users LOVED the product and understood the need for it, none of them were the decision makers able to make the sale. We also found that these users were passionate about the product but didn’t know how to convince their decision-makers.


As a result of that study, we built different sales materials that helped the user sell the product internally. By equipping them with the information their leadership needed in a concise and efficient way, we saw immediate increase in sales—as well as a reduction in overall cycle time.