Sales Cycle Automation
How We Reduced GoNoodle’s Average Time to Conversion (ATC) From 90 Days to 22 Days
Client Overview
GoNoodle is a free video website for teachers and families. It recently launched its first Educational Technology, Business-to-Business, Software-as-a-Service platform. GoNoodle was founded to fight childhood obesity and is now shifting to address the current mental health crisis among kids. The organization extended its product line by launching a social-emotional learning platform, SuperNoodle.
SuperNoodle is an SEL curriculum for elementary-aged learners built on the power of GoNoodle and its reach into 96% of public elementary schools in the United States.
The GoNoodle team reached out to discuss the SuperNoodle product launch, expected for the 2023-2024 school year. Since the new product had to be available for licensing by elementary schools, it was necessary to build new landing pages and automations to simplify the process for the sales team.
Initially, GoNoodle engaged us to help configure its CRM and set up a sales pipeline. After some initial research and discussion, we proffered a more complex solution that would include Business Process Management (BPM), new funnels and automation opportunities, and a better way to see all their processes at a glance. We reached an agreement and swung into action.
We held strategy sessions to understand the pain points and goals of the client. During these strategy sessions, we created diagrams to outline the new product’s sales funnel and the new automation for the client’s business process.
We also evaluated their existing technologies to ensure that we could adopt best practices and a high level of expertise in the implementation process. We subsequently advised the team to migrate from Freshsales to Ontraport, implement PandaDoc software to create, send, and sign proposals, and automate the invoice creation process and tracking on Sage Intacct (their accounting system).
Another improvement to their initial needs was building workflows that are triggered after sending proposals and closing sales. This would help the team see and track each proposal or sale at a glance.
We built a streamlined sales funnel for GoNoodle’s new product to improve the team’s efficiency. We also selected, configured, and set up a new CRM system, and defined custom objects and inbound information needed in the sales pipeline. For seamless change management, we created different manuals and SOPs that the team can refer to when working with these tools.
We optimized the organization’s workflows by automating repetitive tasks that the sales team would have had a hard time handling, owing to the increasing number of elementary schools that showed interest in the new product.
Specifically, we implemented different automations that allowed GoNoodle to:
- Create contact and deal records, and move them through the sales stages of the funnel.
- Create proposals on PandaDoc and monitor their status.
- Assign tasks to the sales team, check process status, and send timely reminders.
- Create and track invoices on their accounting system.
- Log payments smoothly on an accounting system.
After implementation and testing, we created manuals, SOPs, and training videos to ease the process of transitioning to the newly implemented system and conducted delivery calls to explain and train the team.
We completed and tested all the automations and new business processes in three months. As a result, GoNoodle was able to launch its go-to-market plans as planned.
Through our proprietary process management methodology, we streamlined GoNoodle’s sales cycle and supported a direct sales process to shorten their Average Time to Conversion (ATC). The average time to conversion from a Qualified Lead to a decision maker moved from 90 days to 22 days.
With the new system in place, we helped to cut out human errors in the team’s proposal process to less than 5%.
GoNoodle’s conversion rate became 2% higher than other companies in the SEL industry.
From the Horse’s Mouth
Nancy Lew
Sales Manager at GoNoodle
In a Nutshell…
With the need to launch and scale its newly launched product, GoNoodle urgently needed to streamline its sales process and automate tasks, reminders, proposals, and invoicing processes.
Our business process experts helped to identify and streamline vital workflows. We assessed the organization’s operations, analyzed, and mapped each process to propose best practices and uncover areas of improvement. We evaluated their current technology stack and systems to ensure compatibility and suggested valuable replacements where necessary.
Thereafter, we collaborated with stakeholders to identify opportunities for automation and designed tailor-made solutions that aligned with the organization’s goals and objectives and impacted performance. We implemented several workflows to save operational time, reduce errors, and improve overall efficiency.
Finally, our training and support process ensured that GoNoodle’s team was fully equipped with the knowledge and skills needed to master the new tools and processes before the launch.
