“With Mixmax, we went from sourcing $100k in upsell pipeline per quarter to nearly $1 million per quarter. Within a couple of quarters, we’ll be sourcing over a million dollars of upsell pipeline for our sales team to pursue from the CS team.” – Luke Via, Senior Director of Customer Success at Insightly
Insightly provides customer relationship management software and marketing automation for businesses of all sizes across a range of industries. With more than 1.5 million users, it is the world’s most popular CRM software for Google and Office 365 users.
Challenges and objectives
Traditionally an SMB company, Insightly recently entered into the mid-market and enterprise spaces. As the company scaled, the customer success (CS) team was facing growing pains.
“Our SMB customer success managers did not have enough time in the day to meaningfully engage all of the customers in their book of business,” said Luke Via, Senior Director of Customer Success at Insightly.
The team was manually drafting emails to reach out for renewals, business reviews, and other touchpoints, but this was time-consuming and inefficient.
Insightly’s CS team was also struggling with the quantity and quality of meetings booked through Calendly, their previous calendaring app.
“Customers were abusing our calendars,” said Via. “They just had calendar links and were booking limitless volumes of meetings with a competing product and taking up multiple slots. There was just chaos at the time, and that was really challenging for a lean customer success team.”
Insightly’s main goals were to decrease the number of meetings booked–implementing restrictions based on priority status–and to align and engage with customers through business or partnership reviews.
They quickly realized they needed a sales engagement tool to achieve their goals.
Insightly’s CS team chose Mixmax to restrict meeting requests, increase the number of quality meetings booked, and meaningfully engage their customers with personalized sequences and templates.
“Scaling has been a critical focus of ours, especially because we are an SMB company,” said Via. “We rely heavily on sequences and email templates to help our customer success managers increase efficiency.”
“Personalized outreach at relevant customer journey milestones is equally important,” continued Via. “Whether that’s going live achieving a goal that we set together, scheduling things like business reviews, informing them of the renewal event that’s upcoming, or sending out polls about their intent to renew. Mixmax has made it much easier than manually drafting emails,” concluded Via.
“With Mixmax, we booked 90 business reviews in Q1, and we’re well on track to having close to 360 in Q3.”
Insightly currently incentivizes ongoing alignment with customers through business or partnership reviews. They’ve been able to increase registration for those types of meetings through sequences with specific calendar links.
“That’s been a huge improvement,” commented Via. “We booked 90 business reviews in Q1 of this year, and we’re well on track to having close to 360 in Q3.”
Booking quarterly business reviews (QBRs) with customers gave Insightly’s CS team the opportunity to go beyond helping customers with simply the tactical use of their product and align with the challenges, needs, and overall strategic initiatives of their businesses.
“It’s an opportunity for us to think about whether there’s additional functionality we can equip our customers with, which is an upsell mechanism,” said Via. “It’s an opportunity to uncover new use cases or new teams that could leverage existing functionality and collect feedback either for advocacy and customer marketing, or to influence our product roadmap.”
Landing QBR meetings and gathering customer feedback also contributed to a dramatic uptick in upsells for Insightly.
“With Mixmax, we went from sourcing $100k in upsell pipeline per quarter to nearly $1 million per quarter,” explained Via. “And I think within a couple of quarters, we’ll be sourcing over a million dollars of upsell pipeline for our sales team to pursue from the CS team, largely due to those conversations.”
With our sales engagement platform, Insightly was able to:
🟣 10x their upsell pipeline per quarter (from $100k to nearly $1M).
🟣 Book 4x more QBRs within two quarters.
🟣 Restrict unqualified & unnecessary meetings that wasted the CS team’s time.
🟣 Collect feedback for brand advocacy, customer marketing & product roadmap.
“We’ve been using Mixmax at Insightly for four years, and I used it for four years prior at another company. So yeah, I like your product.”
Help your CS team boost revenue with Mixmax
Your customer success team deserves a sales engagement tool that will help them focus their time on tending to customer needs.
Curious to see how Mixmax can help your team achieve success and boost revenue? Feel free to book a demo–we’d love to show you around.