Digital banking solutions provider Apiture needed a way to get a unified view of sales. The company serves over 400 customers across the United States and uses both Salesforce and HubSpot to manage its revenue operations. “Dear Lucy synthesizes and analyzes the data into widgets that are easy for our CEO and board to consume,” summarizes Matt Ellis, CRO of Apiture.
Apiture is a cloud-native provider of digital banking solutions that currently serves over 400 financial institutions within the United States. Offering two differentiated digital experience platforms, Apiture Xpress and Apiture Open, Apiture has developed innovative solutions that can be used by financial institutions of any size.
Apiture employs 230 employees across its headquarters in Wilmington, North Carolina and office in Austin, Texas.
Lack of unified pipeline as the key challenge
Apiture’s revenue operations are divided into two teams - the customer success team managing ongoing customer projects and renewing contracts, and new business representatives engaging with new clients. Most of the operations are run on Salesforce and marketing and new business operations on HubSpot.
Matt Ellis, Chief Revenue Officer, Apiture
“The challenge with having two systems, as you can imagine, is that we didn’t have access to a unified pipeline”, describes Matt Ellis, the Chief Revenue Officer of Apiture.
“If I wanted to know how things were going, I would need to look at both Salesforce and HubSpot. I knew there had to be a better way to get access to the data I needed and to be able to share it broadly across the company and with our board.” Matt describes.
“Previously, I had an Excel spreadsheet that I updated each week. That spreadsheet was also the input source for my monthly business review with the CEO, and for our quarterly review with the board.“
Annual recurring revenue, pipeline progression, and sales rep one-on-one discussions
In the first phase, Apiture created three main dashboard views with Dear Lucy's Customer Success team that combine sales data from Salesforce and HubSpot:
CRO dashboard to track annual recurring revenues (ARR)
Pipeline progression dashboard to monitor sales pipeline growth, and
Sales rep dashboards to facilitate one-on-one discussions between sales managers and reps.
“Our first dashboard, the CRO dashboard, shows a snapshot of where we are today - how we closed the first quarter and how we are tracking in the second quarter across a variety of deal types. This dashboard is important to me, our leadership team, and to our board. We have it displayed on our TV in our Wilmington office.
“The pipeline dashboard helps us to see the progression of the pipeline and the evolution of stages with one picture - deals moving from qualification to needs analysis to contract negotiation. And this is important - so not only is the pipeline itself getting bigger, but deals are moving through the pipeline to the later stages.”
“The sales rep dashboard drills into a reps individual pipeline, and their individual quota for the quarter and for the year. The dashboard also looks at their individual pipeline and their activities compared to the same point in time the previous month.”
Apiture employs 230 employees across its headquarters in Wilmington, North Carolina and office in Austin, Texas.
“It’s just one click away”
Apiture team has been especially satisfied with the easy-of-use of Dear Lucy and how it creates a unified, shared sense of truth across the company.
“If the CEO wants to know how we're doing, or the board wants to know, or the CFO wants to know, or an engineer who's sitting down in Austin wants to know, the truth is right there in Dear Lucy,” Matt describes.
“When our CEO wants to see all the top deals for the second quarter, he knows it's just one click away,” Matt adds.
“There's a lot of power built into Salesforce and built into HubSpot. And I can create endless reports and dashboards and both of those systems. But if you're not a power user of those systems, it's hard to find what you need,” Matt describes.
“But with Dear Lucy, you don't have to be a power user of the system - you can very quickly get to data that you know is accurate and that nobody has to keep up to date,“ he adds.
Matt also appreciates that sales reps can keep on focusing on what they already do:
“Our reps don’t have to change their behavior - they can keep using the tool that they’ve been using every day. But now they know that there’s a management tool that’s extracting data from the systems of record that helps us understand progress,“ Matt explains.
Lastly, Dear Lucy dashboards communicate company progress to the entire team:
“With Dear Lucy dashboards, everybody in the company can see that we had a great first quarter, and we're on track to have a great second quarter. This helps everyone immediately understand that we are on track to meet our quarterly and annual goals,” Matt concludes.
Summary - Case Apiture
About Apiture
Apiture is a leading cloud-native provider of digital banking solutions. Apiture provides FIs with the integrations, capabilities, and resources that banks and credit unions have not had access to in the past. Offering two differentiated digital experience platforms, Apiture Xpress and Apiture Open, Apiture has developed innovative solutions that can be used by financial institutions of any size. Apiture products currently serve over 400 financial institutions within the United States market. Apiture is headquartered in Wilmington, North Carolina, with offices in Austin, Texas.
Interested?
If you are looking to create integrated sales dashboards or combined sales metrics from Salesforce and HubSpot, Dear Lucy can help. Visit our live demo for examples of our “plug & play” sales dashboards or schedule a demo with our expert.