Tubular Labs
Meet CMO Allison Stern
“Zebra has been transformational for Tubular. Everything we do is based on the Voice of the Customer work done by Zebrafi.”
SaaS
Tubular is the leading provider of digital video analytics, which delivers valuable video intelligence to power decision-making across the enterprise. Tubular implemented Zebrafi which resulted in a dramatic improvement to profit from revenue, cost reduction and increase in productivity.
Challenge
Tubular believes in the power of video to inspire, educate, and entertain audiences better than any other medium. The Tubular mission is to accelerate the rise of video by helping every creator better inspire, educate, and entertain audiences. Yet, in early 2017, growth slowed to a disappointing rate due to the following:
- New competitors were offering less capable, but also considerably less expensive, alternatives.
- Sales people were wasting time chasing prospects they had little hope of closing.
- Proposals languished in the hands of managers who couldn't authorize the purchase.
- Deal size wasn't growing despite having an expanded product offering.
- Retention was below desired levels.
- Strategic sales planning was hampered by the difficulty of gathering up-to-date sales data.
Solution
Tubular implemented the Zebra methodology and now requires salespeople to score every prospect against their ideal prospect, or Zebra. The sales team began to focus their efforts on the best prospects, increasing their efficiency and close rates. Today, only Zebras (the best prospects) make it into the pipeline.
The tools ensure sales people earn the right to meet with executives with budget authority (Power) using customized materials and a sales process guided by the Zebra software. This process leads to a logical end point: a customized business case that provides conservative estimates of value based on results achieved for similar companies — verified through interviews conducted by an objective, third-party (Zebrafi). The Voice of Customer (VOC) interviews conducted by Zebrafi staff are key to this credibility.
Results
Tubular achieved these results because Zebrafi changed its sale paradigm. The company no longer competes feature-for-feature with its competitors. They stopped chasing every prospect. Now, Tubular targets desirable prospects, earns early access to executives and collaboratively produces a business case with key stakeholders all while speaking the language of business value.
- Increase in average deal size 44.5%
- Revenue increase since launching Zebra 257%
- Cost of customer acquisition down 26%
- Client retention up 18%
Headquarters | Mountain View, CA
Industry | Software
Employees | 100
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What Our Customers Are Saying
CEO, SaaS
“We’ve moved from transactional to consultative sales. Our influence within our customer base has improved and now we can scale. Zebrafi changed the way our customer looks at us”
Steve Davis
COO, Author-it
“A higher percentage of sales cycles close because sellers identify Author-it Zebras and have an early meeting with Power to gain sponsorship to verify a pre-prepared value proposition.”
Todd Schneider
CFO & COO, Serigraph
“Through the first six months of this year we have sold more than we did all of last year, and I attribute that entirely to our new process.”
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