SnapLogic Illuminates Sales and Marketing Funnel with RevSure

SnapLogic transformed its sales and marketing analytics with RevSure, gained full-funnel insights, and charted a clear path to ROI.

Louis Abate | Head of Marketing
October 26, 2023
min read

Software company SnapLogic, a pioneer in AI-led generative integration, was living in “spreadsheet hell.” With RevSure marketing ROI and attribution software, the company gained full-funnel insights and charted a clear path to ROI.

At SnapLogic, sales and marketing had their own ways of understanding data and each had a different process for funnel reporting. Because the two teams would look only at the portion of the funnel they considered their own, no one had a view of the whole pipeline. But everyone had an opinion. Planning was difficult.

“If you asked three people in this company the same question, you’d get six different answers,” recalled AJ Patel, Senior Director of Finance for SnapLogic.

Marketing looked at leads and pipeline generation while sales studied sales accepted leads (SALs). Data inconsistency made it challenging to fix problems. 

“We didn’t have any type of feedback loop in place to help marketing understand how leads were performing in order to make wiser decisions when planning,” added Patel.

Patel and the finance team were the only ones focused on the big picture and how each piece of the puzzle connected. They struggled to understand where leads were going and how they transitioned quarter to quarter.

California-based SnapLogic accelerates digital transformation across the enterprise and empowers everyone to integrate faster and easier. Thousands of enterprises around the globe rely on SnapLogic to integrate, automate and orchestrate the flow of data across their business.

The company operates in a fast-paced, competitive market. But SnapLogic’s ability to make strategic decisions was severely compromised by the lack of full-funnel reporting. Patel needed to get everyone on the same page with granular insights on the end-to-end funnel.

SnapLogic Wins with RevSure
  • Insight and analytics into the entire marketing and sales funnel
  • Simple “three-click” access to data analysis and reporting
  • Alignment across finance, marketing, and sales teams

Transforming Sales and Marketing Analytics with RevSure

Patel is responsible for supporting the go-to-market team, including the CMO, as they drive growth responsibly at SnapLogic. This means keeping a close eye on the return of all investments in order to make wise decisions and continue growing in the right way.

To accomplish this, Patel needed more detailed insights into the full, comprehensive funnel instead of piecemeal analysis performed by individual teams. 

Before RevSure, SnapLogic knew at a high level where they were spending money and what they were getting out of it, but they didn’t know which individual pieces of their strategy were driving that return. Getting a high-level understanding of their pipeline data took a lot of work. 

The company needed better visibility into which marketing investments were bottom-of-funnel, direct pipeline drivers and which investments were delivering top-of-funnel awareness benefits.

When the team discovered RevSure marketing ROI and attribution software, the SnapLogic leaders were immediately impressed. They realized RevSure was the only tool that took the end-to-end funnel into account, allowing comprehensive insights at the top, middle, and bottom of the funnel.

Charting a Clear Path to ROI

How often does marketing come up with a great campaign only to be told to pare down the idea because of the budget? Too often, finance teams can find themselves at odds with marketing and sales teams.

Since finance teams are ultimately accountable for what’s being spent, they too often have the unpleasant task of telling marketing and sales teams ‘no’. But Patel views his role differently. He focuses on how he can say ‘yes’ and how to know that an investment will have the right return.

“It’s not my job to say no. My job is to say, ‘If I give you this, what can we get back?’ If it gives us the right return, then we’re going to move forward and invest,” said Patel.

Making that happen comes down to building relationships and reaching a shared understanding. Patel realized sales and marketing are most successful when they’re all focused on the same goal: increasing return on investment.

But SnapLogic’s analytics were stored in “spreadsheet hell.” Getting insights that could help their business was a lengthy and confusing process.

Illuminating the Funnel with RevSure

With RevSure in place, SnapLogic finally has the full funnel insights they’ve been searching for, without spreadsheet hell. Data that’s normally obscure and difficult to obtain has been made clear and simple. The company has mutually agreed upon metrics and has been able to align on reporting and priorities.

“The end-to-end funnel is usually a giant black box. RevSure has been a big flood light that illuminates every nook and cranny of the funnel, said Patel. “From leads to bookings, there’s not a metric I’ve thought of that I can’t get out of the tool today.”

Sales and marketing teams now share granular data on every piece of their journey, including which leads are transitioning through the funnel and which ones aren’t. Even better, they’re able to analyze why they’re behaving this way and how they can improve their processes to get the outcomes they want.

SnapLogic’s teams can now analyze the end-to-end funnel, locate any weak points, and solve problems proactively. Questions are answered in three clicks—a much simpler process that yields far more valuable insights.

“We know how things are moving across the funnel, what’s moving forward, what’s moving back, what’s staying stagnant,” said Patel.

Another benefit is gaining insight into the timing of their funnel. Being able to predict the timing and outcome of marketing spend is critical information that makes planning easier and leads to higher performance. SnapLogic now knows both the return on marketing spend and when they’ll see that ROI. This information has made it possible to target leads that yield a faster return.

Increasing Performance Across Teams

With RevSure serving as their one source of truth for funnel insights, every team is aligned on their goals and solutions, which has improved pipeline generation and acceleration. Sales and marketing are confident they’re getting data-backed, accurate insights that drive strategic decisions—make everyone’s jobs easier and more efficient.

“I can go into RevSure and see the campaigns we’ve done that have led to a 98% probability of closed won deals. I now know exactly what levers to pull to increase our pipeline,” said Patel.

In fact, insights gleaned from RevSure have enabled SnapLogic to increase performance across multiple teams. Marketing has identified the tactics with the most return and optimized its marketing mix to generate more revenue. Sales has also been able to make improvements to their processes for better results.

Predicting Future Wins

Predictability of the business is extremely important to SnapLogic’s operations as well as to their investors. With RevSure, SnapLogic is able to make accurate forecasts, manage marketing and sales activities better, and achieve their goals. As they plan for the future, they now know how to set goals realistically—instead of making promises that may or may not be possible—and hit revenue targets.

More revenue for the company and more teams exceeding goals is a win-win for everyone. RevSure’s impact on the business is far beyond what SnapLogic had hoped.

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