UDEMY
Udemy Utilizes Fullcast Platform for Year-Round GTM Operations Enhancement
Udemy’s collaboration with Fullcast resulted in a B2C feel for a B2B motion.
Results Snapshot
Udemy leverages Fullcast to continually refine GTM execution. In a recent quarter-over-quarter comparison, the company saw the following improvements:
46%
decrease in the number of rerouted leads
32%
decrease in the number of leads without best-matched accounts
Increase from 82% to 86% success in meeting SLAs for lead response time
The Company
Over the last five years, Udemy Business has experienced more than 10X growth in both revenue and the size of its sales organization. There are five key sales segments, consisting of several hundred sales and business development reps globally. Refining GTM (go-to-market) operations is crucial for Udemy Business to ensure strategic alignment, optimize customer acquisition processes, and capitalize on emerging market opportunities, ultimately enhancing its position as a premier destination for online education.
Vincent Lee
GTM Operations Manager at Udemy
“We’ve been seeing a lot of positive reactions from sales leaders when they have questions around why a lead was routed the way it was.”
The Challenge
Like many companies, Udemy’s first approach to automating assignments was primarily through lead routing. When they began to outgrow this approach, the need for meaningful territory segmentation became obvious.
Since implementing Fullcast for territory planning, eliminating spreadsheet-driven processes, and addressing data integrity issues, Udemy has continued to refine its use of Fullcast to tame the complexity of agile go-to-market planning and operations.
The Strategy
Fullcast SmartPlan
Udemy uses the Fullcast platform to bring together multiple teams and arms of the business in a collaborative GTM planning and operations process. The sales strategy team collaborates with sales leaders to define market segmentation lines. The sales ops team is then able to leverage Fullcast to carve territories.
Robust Policies
To streamline its operations, Udemy uses several types of Fullcast policies to automate aspects of its GTM motion. These include lead-to-account matching, lead routing, and service-level agreements (SLAs), also known as Speed2Lead. This powerful combination of policies gives Udemy multiple dimensions to orchestrate its interactions between reps and leads.
Ongoing Agility
With the number and diversity of policies, there is a potential for ongoing management to consume significant team bandwidth. As the company has grown, Fullcast has given its operations the agility to keep pace with changes in strategy. The way Fullcast integrates with Salesforce means the ops team can make changes without development resources, eliminating the need to go through sprint cycles.
Results
46% Decrease in Rerouted Leads
At any given time, the GTM ops team at Udemy is working to refine its processes. Fullcast gives it the flexibility to tweak various levers to optimize effectiveness. In a recent quarter, the team implemented three changes that resulted in quick improvements in key metrics. Taken as a whole, these improvements reveal the way Udemy is able to personalize its interactions with leads, balancing a sophisticated approach to market segmentation and business strategy with a customer-centric approach to interactions with leads.
32% Decrease in Leads without Best-Matched Accounts
Although Udemy optimizes lead routing for person-to-person interaction, it still needs to be able to correctly identify what company a lead is associated with. To do this, it uses Fullcast’s Best-Match Account policy logic to tweak parameters for “Fuzzy Matching.” Doing this allowed Udemy to utilize the parameters that it found to be most accurate and feed them into the lead-to-account matching policy.
86% Success Rate in Meeting SLAs for Lead Response Time
While understanding the particulars of your leads is an important part of automating assignments, it’s also important to be able to fine-tune things on the reps’ side. Fullcast’s SLA policy factors in both holidays and individual reps’ working hours. Lead-routing policies allow them to take into account a number of factors, including vacation schedules and languages. These are critical features in an increasingly remote and global workforce.