‍UserVoice is a saas (software-as-a-service) company that helps product teams from Netflix, Adobe, Zendesk and a slew of others collect customer feedback and identify actionable priorities so they can build better products. By 2018, the popular SaaS company was struggling with their implementation and adoption of Salesforce, which created a lot of inconsistency in their CRM tool over the years.

The team also suffered from low data integrity and pipeline visibility which made it difficult to monitor sales performance and key in on actionable insights that would help them close more deals.
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The Strategy

UserVoice engaged Everpeak to overcome those challenges with 3 key goals in mind:
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• Reduce tech debt and take better advantage of out-of-the-box CRM features and functionality to reduce third party tools and increase effectiveness of its sales team
• Launch new pricing infrastructure and improve its contract management process
• Increase visibility across end-to-end buyer journey to optimize its marketing investment and increase pipeline velocity
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“We had a vision of transitioning from using Salesforce as a CRM tool to using it as a full-blown RevOps machine, and we needed a partner that would collaborate with us on the journey and shore up our tech stack along the way,” said Andrew Morton, Chief Revenue Officer of UserVoice. “Everpeak is a dynamic and flexible partner, and I’ve been continuously impressed with the depth of Salesforce knowledge they bring to the table. I can’t think of a single time when I hesitated to bring them in.”

That high degree of trust allowed the teams to collaborate transparently, which meant a stronger understanding of the real business problems and the creation of a safe place to brainstorm the best way to achieve them. “Sometimes we just needed to be educated on out of the box functionality and use it. Other times we needed custom development to integrate different systems or data. In both cases, Everpeak helped us design the right approach and made sure they had the right resources to execute successfully,” says Morton.

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The Steps

First step was making sense of hundreds of unused fields, reports and dashboards and consolidating data sources into dashboards that would give the revenue team real-time pipeline visibility. They also deployed new pricing infrastructure and price books and helped UserVoice scale adoption of the new process. “We were able to quickly plug in all these different price points. If we would’ve used another partner, I don’t want to think about how long it would’ve taken us,” says Morton.

Streamlining the integration between HubSpot and Salesforce would give UserVoice one holistic view across the entire buyer journey and allow them to influence it more effectively. “For the first time, we had a good handle on first touch and last-touch attribution and the real ROI associated with each campaign. We can definitively say which campaigns are driving our funnel and redirect our marketing spend accordingly,” says Morton. Today, UserVoice is in the process of migrating all marketing automation onto Pardot for even better visibility and influence across the buyer journey.

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Over the last couple years, UserVoice has migrated a ton of tools and processes back to Salesforce, including marketing automation, customer success and lead tracking. “Everpeak helped us realize we weren’t maximizing Salesforce. Today, it’s the cornerstone of our tech stack. We no longer carry the administrative burden of managing 20 different tools and saved $70,000 per year by consolidating them onto Salesforce. That was a huge win that helped us get way more out of our investment,” says Morton, who recently increased licenses so they could add marketing, product development and tech success teams onto the tool.

“We’re a small team, and sometimes small clients don’t get big attention from partners, but I have always felt heard and supported by the Everpeak team. I can’t emphasize that enough, and it’s a big reason why we trust them so much. We’ve worked together for five years - you don’t typically see that kind of longevity with partnerships like this. Everpeak helped us realize our vision, and I would recommend them to anyone seeking a value-driven Salesforce partner.”
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Deliverables

Sales Cloud optimization

Hubspot integration

Training program & guides

UserVoice saved $70,000 per year by consolidating 20+ tools onto Salesforce
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