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Regus, a leading multinational provider of white-label office space, needed a new way to track the conversion of sales leads to optimise its sales pipeline. Currently, the sales process is tracked across a multitude of in-house and third-party hosted Software as a Service (SaaS) system, making it incredibly difficult to trace an enquiry from source to conversion.
This enquiry would be tracked by Google Analytics and prompt a sales representative to reach out via email. This email would be tracked in a separate internal system. If the client then telephoned the sales representative, the details of this call would be entered into a system backed by Salesforce.
If the client ultimately ordered office space, this order would then be recorded in a fourth internal system. Linking each of these steps together was only possible by manually matching different parts of the process based on client name and date - an error-prone process.
The result of this is that Regus has extremely poor visibility over the efficiency of its sales process, as well as the rate of conversions coming through its website and other digital media. This, in turn, made it almost impossible to perform analysis on the performance of the placement of various adverts.
Colibri Digital leveraged the power of existing open-source Extract, Transform, Load (ETL) technology, combined with Amazon's state-of-the-art Redshift Cloud Data Warehouse, to develop a single point of truth for all sales funnel, conversion, and intelligence queries.
The new solution is capable of sourcing information from all of Regus's sales data stores, including numerous custom in-house applications, Google Analytics, and Salesforce.
Once this data was extracted from business silos, it was transformed into a format and schema optimised for the sales query domain and joined together into business-friendly views.
The Regus sales team are now able to understand, at a glance, the effectiveness of their sales pipeline over a given period. This has enabled an enormous number of optimisations to be made to their sales approach. Some of the previously unavailable capabilities delivered by this solution include:
Reduced to within 6-second lead time
Faster predictions on customers' needs and capturing new opportunities
+ 20 headcount in the data team
Unlock growth, efficiency and innovation through data and AI
Turning raw data into actionable, competitive insight
Modernise with purpose. Transform with data. Scale with AI
Intelligent solutions built for real-world business impact
Empowering cloud-first operations with confidence
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