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Since its founding in 2011, Intercom’s primary focus has been on a traditional, sales-led inbound model. This meant more than 10 years of tech debt in their GTM stack: duplicate records, leaky funnel, Salesforce errors (CPU timeouts, disrupted flow of leads), and more.
Go Nimbly worked with Intercom to stand up a self-serve, product-led sales motion that meant customers could buy how they wanted to buy. For Intercom, this would also translate into more customers and higher LTV.
Intercom, like many organizations, was struggling to define who should own PLS and drive quality outcomes. To prepare and plan for the work, we ran a workshop with stakeholders across Intercom’s organization.
While Intercom had an existing PLS solution set up, it was only for legacy customers. When PQLs came in, notifications were only going to reps via Slack, which meant a lack of both accountability and visibility into how those leads were converting.
There was no high-level PLS strategy or adoption across departments and any efforts made were largely siloed from a process and technology perspective.
For example: Reps didn’t have a clear process to follow in converting PQLs; Ops teams were not able to be self-sufficient in defining new playbooks due to technical and data dependency; and Product, Sales, and Marketing teams were all running a PLS strategy in silos.
All the illustrations you see here were created by Emma Shirey. Emma is an Ozarks-born Manhattan dweller whose illustrations are joyful, playful, and whimsical images drawing inspiration from the mysteries and wonders of the natural world. You can find more of Emma’s original work on her Instagram here.
Perhaps you’ve noticed the inclusion of some unique artistic elements throughout this story, and are curious about the thinking behind that? For one thing, we believe Revenue Operations is both a science and an art form.
Often, these kinds of stories are told alongside corporate branding and imagery, in a way that we don’t think truly represents the creative vision and collaboration that goes into getting this kind of innovative work past the finish line.
We’re passionate about the work we do, and every customer story we feature here is one we’re excited to share with you. In the spirit of that, we’re working with independent artists to help us tell these stories through commissioned artwork.
Are you an artist, or do you know one we should reach out to? Let us know! We’re always on the lookout for talented folks to work with and showcase.
