Thirdfort Doubles SDR Sourced Pipeline and Increases Average Deal Size by 15%

Thirdfort’s client due diligence platform protects regulated professionals, and their clients, from fraud and money laundering.

Doubled the Size of Their SDR Sourced Pipeline

Saw First SDR Promoted to AE in Over 18 Months

Average Deal Size Increased By 15%

Mike O’Keeffe, VP of Marketing at Thirdfort, states that the challenges Thirdfort were facing before working with Growth Genie was that their SDR team, ‘’Was really good at taking inbound leads, high intent leads, and bringing them through the funnel.’’

‘’Where we struggled a bit was that outbound motion, or even in fact that hybrid motion, where we were using what I’d call lukewarm leads, from different events or webinars. And the reason we were struggling there is that we lacked any kind of framework to handle these leads.’’

‘’A lot of our business success traditionally came from inbound referrals. But at a certain stage, all businesses have to accept that they need to introduce prospecting and outbound.’’

Mike goes on to say, ‘’It’s not that we weren’t doing it, we just had no framework around it. So ultimately that meant that the SDR team weren’t quite hitting their overall targets because they weren’t hitting that outbound element.’’

‘’It also meant that onboarding and training new SDRs was quite difficult because there was no established process in place and people were kind of learning on the fly.’’

Get in touch for more information on Growth Genie’s B2B customer success training programs, cadence development, and playbooks.

Growth Genie began their work with Thirdfort by both analysing all their existing sales documentation, and conducting a number of interviews with management, their sales reps, and other key stakeholders to understand the company’s existing processes, ideal customers, their pains, the broader industry, and more.

With this information – along with their internal processes and expertise – Growth Genie created a custom sales playbook, sales cadences, and a sales training and coaching program to help effectively position Thirdfort to their ideal prospects. The main goals were to empower their SDR team to book more sales meetings and generate more pipeline, but also crucially for the SDRs, there was a big aim to help them feel more comfortable and confident in the role.

Mike explains how, ‘’Growth Genie came in and spent the first month really trying to understand our business and how it worked, which I loved.‘’

‘’And from there, Growth Genie then rolled out a program that was designed to help improve our SDRs, refine our outbound messaging, and also train the team on a personal level and coach them through.’’

‘’The project really was about helping to define a program to transform our SDR function into not just a pipeline generation function, which is the primary goal, but also talent development function, whilst making sure that the folks that are coming on as SDRs are really learning a lot about our business, our product and our target audience.’’

Thirdfort were also, ‘’Going through a bit of a transitional period where there was no leader in place. So Growth Genie helped fill that gap with a combination of 1-to-1 coaching, weekly group sessions with the team, and also monthly in-person training.’’

‘’And as the VP of Marketing, who had taken on that team and without an SDR Manager in place, it was really, really useful to have a partner come in that I trust, that understood our business, and also that could take on a little bit of that day to day encouragement and coaching of our SDRs to make sure that they can become successful in our business.’’

Speaking of how the SDR Team found the program, Mike states, ‘’We saw a quick bump in activity and a quick bump in morale boost. I think the first thing that the team really appreciated was actually getting this training, and having it from an external resource dedicated to them. It’s something that they’ve been asking for for a while whether it was internal or external.’’

‘’So we saw an initial bump in downloads and activities, and most importantly, before Growth Genie had come on board, we did very little cold calling, and so instantly, we saw a beginning of cold calling, and by the end of the process, that was just part of what we do.’’

‘’And this might not be particularly measurable, but over this period we’ve had our first SDR promoted in over 18 months into an AE role as well, which I think is it’s testament to the program.’’

In terms of numbers Mikes explains, ‘’Our SDR outbound demos have doubled, and that actually has resulted in a doubling of our pipeline that the SDR team are generating.’’

‘’We’ve also noticed a slight uptick in the average deal size. I’d say about a 10 to 15% increase in the average deal size.’’

Building on how Growth Genie supported Mike personally, he states, ‘’ I think where Growth Genie helped me massively is actually to understand and have a greater empathy for what our SDR team should be working on and the difficulties that they face.’’

‘’I’ve never personally worked as an SDR. So actually for me, getting involved in this training program, going through the group sessions has been massively impactful, because I’m able to actually see what what good looks like from from an SDR perspective.’’

To finish off, Mike points out to anyone thinking of working with Growth Genie that, ‘’Firstly they (Growth Genie) took the time to understand how our business worked. Of course, Growth Genie has its frameworks and models that work across multiple businesses, which is useful and you want those benchmarks and frameworks, but they adapt them to how you sell.’’

‘’That’s not common. A lot of training companies will still come in with their framework model that worked well in 1999.’’

‘’The other thing that’s particularly good about Growth Genie is that it’s not a one and done exercise. We’ve all gone through training sessions or gone to conferences where you have that amazing insight, that initial boost. This is amazing. We’re going to take over the world. And three weeks later you’re back to doing the same old things you always did.’’

‘’And so to have a program, to have a process, to have a mix of in-person, a mix of 1-to-1 training and group sessions, really helped to just embed what the lessons were about, so it was almost, teach and then do.’’