An initial audit and deep dive into the data demonstrated that there was a lack of clarity around the ideal target account which meant the customer profile was not clear. There was also a lack of evidence for customers to understand the true value of the platform and both customer retention and account growth strategies had opportunity for improvement. Large enterprise clients like Royal Mail, Penguin and Expedia also have no client account plans.

Our data analysis and workshops helped us make the recommendation that Flockler didn’t need an outbound sales operation but in fact instead would benefit from Territory Account Managers. We suggested targeting four countries and hire these roles, including one that was German-speaking to cover Germany and Benelux and one to cover the UK & US market, with each owning 70-80 clients.

We segmented the client base and leveraged a decision matrix to categorise which clients would benefit from upgrading their license. We then created a new pricing tier and leveraged a 20-strong partner base of boutique agencies to increase license spend. We also installed a Customer Advocate programme to increase referrals, upsells and retention and hired a Product Manager to improve the connection between Marketing, Sales, Customer Success, Product and Development.