Case Study

Cloud application competitive benchmarking

Optimizing sales and marketing funnel performance through competitive insights and quantitative benchmarking.

Overview

<p>GLG delivered competitive intelligence through targeted access to former industry experts and a phased quantitative-qualitative execution.</p>

Precision Population Targeting: GLG's ability to pinpoint and recruit 100 professionals with hands-on knowledge of sales funnel metrics from large-scale organizations provided a level of data accuracy tailored to the client's specific sector.

Holistic Funnel Analysis: By requiring expertise in everything from lead sourcing to pipeline management, GLG ensured the benchmarks covered the entire customer acquisition lifecycle.

Interactive Deliverables: The use of an online dashboard transformed static survey results into a dynamic tool that the client team could use for ongoing strategic planning.

Operational Optimization: The study directly enabled the client to identify ROI gaps in their marketing spend and better allocate resources across their Sales and Business Development teams based on industry-leading benchmarks.

CHALLENGE

A leading technology firm sought to establish precise performance benchmarks for their sales and marketing funnels. To support their strategic planning, the client looked to understand industry-standard lead management practices and pipeline performance metrics to identify potential areas for improvement.

THE GLG APPROACH

GLG designed and executed a rigorous two-phased research strategy led by a dedicated project lead. By leveraging our network of industry professionals, GLG was able to surface high-level operational metrics and best-in-class practices within the cloud infrastructure and enterprise software sectors.

The study maintained high transparency and alignment through regular check-ins to review interim findings and adjust research progress in real-time.

The study was executed in two phases:

Phase 1 - Quantitative Survey: GLG administered a survey to N=100 former employees from competitors with >$500M in revenue. Participants included C-suite and VP-level leaders in Sales Ops and Marketing with hands-on knowledge of lead generation and pipeline metrics.
Phase 2 - In-depth Interviews: Conducted N=5 moderated interviews to add qualitative color to the data. These sessions focused on experts from enterprise software and cloud infrastructure providers to deep-dive into sourcing and qualification strategies.

OUTCOME

The results were delivered via an interactive online dashboard, allowing the client to manipulate and visualize the survey data dynamically. Additionally, the client received full transcripts and recordings of the qualitative interviews to support internal workshops and deep-dives into specific funnel tactics.

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