EnterpriseDB Gains End-to-End Visibility for their Business With Rekener
EnterpriseDB® (EDB™) delivers the premier open source-based, multi-model Postgres database platform for new applications, cloud re-platforming, application modernization, and legacy database migration.
The EDB Postgres platform integrates the core EDB Postgres DBMS with adjacent technologies for hybrid cloud management, data integration, and data warehouse. EDB customers benefit from the highest performing, most reliable, flexible, open, and cost-effective data management platform available. EDB provides their customers with deep expertise and best practices to support achieving their application development and operational goals.
Keith Alsheimer - CMO
Keith is driving a strategically important initiative to develop an ABM approach to drive a Land and Expand sales model with EDB’s customers.
Nandini Karkare - VP of Global Sales & Marketing Operations
Nandini runs the team that handles both the systems and analytics for EDB. Nandini’s team supports the company’s growth efforts by supplying both the data and analysis to enable the company to make data-driven decisions that drive growth.
Archana Ranjan - Director of CRM Systems and Ops
Archana is responsible for technical ownership of EDB’s go-to-market systems including Salesforce and Marketo.
Kushal Birje - Manager - Sales Operations
Kushal provides much of EDB’s analytical firepower. He is responsible for updating and maintaining the KPI metrics that keep EDB on a high growth trajectory.
Nandini’s team is responsible for maintaining the KPI metrics that give EnterpriseDB insight into their performance. These KPI’s range from broad, company-level metrics to much more account-specific KPI’s. When looking at Rekener, the progress the EDB team wanted to make was to:
- Save time
- Get better visibility into the metrics that instrument the business for growth
- Use best practices around SaaS metrics to manage the business
The way EDB was tackling this before bringing on the Rekener platform was to build monster spreadsheets. Those spreadsheets manually calculated many different metrics. This was a time-consuming and unscalable solution. Additionally, it didn’t provide ability to pivot or slice the data in any useful way for driving more insight.
Account Segmentation to Find Targets
EnterpriseDB was looking for a solution that would allow them to segment their customer base to find the accounts most likely to expand their subscriptions. EDB uses other go-to-market systems such as Marketo and Engagio, in addition to their Salesforce CRM. EDB wanted to be able to bring all this data together, for a holistic picture of their accounts. Bringing siloed data together would allow EnterpriseDB to
- Grow more by finding accounts that are presently small, but are likely to grow
- Grow efficiently by matching marketing / sales outreach with the customer buying phase
- Grow quickly by proactively alerting sales reps and account managers to hot accounts
Before working with Rekener, EDB had limited visibility in this area because of the fact that their data was all housed in separate systems. Additionally, the data structures of the different systems made it difficult to aggregate information in a way that would be useful for EDB.
Rekener was built with complex data structures and custom Salesforce configurations in mind. It was designed to be able to handle all the complex metrics that companies track - specific to their business processes. So, EnterpriseDB was able to create metrics that spanned across multiple Salesforce objects, and calculate them precisely the way they would in Excel.
Once built, these calculations just run automatically in Rekener. This means that KPI’s are updated constantly, rather than Nandini’s team having to pull them together monthly. It means that EDB can leverage the data on an ongoing basis rather than just when they have time to update them.
Another benefit of calculating KPI’s in Rekener rather than spreadsheets, is that EDB has the ability to group and slice the data any way they like. So, if they want to see SaaS metrics over time by cohorts of Accounts, they can pivot by when Accounts were first landed. Or, they can do the same by industry, region, account manager, or any other attribute. This leads to extremely powerful, but fast, analysis.
Account Segmentation to Find Targets
Rekener allows EDB to combine data sources together to give a full end-to-end understanding of their business and customers. Rekener brings firmographic, pipeline and financial data right next to marketing and engagement data. This allows for sophisticated targeting of high potential growth accounts.
EnterpriseDB uses Engagio to track engagements that customers and prospects have had with EDB’s website and forms. Rekener brings in the Engagio data historically and displays it along with the other metrics that are being tracked for each account. The combination is powerful. It allows EnterpriseDB to build target groups. For example, EDB can find accounts that are in a productive segment, are at a certain revenue threshold, are far enough into their customer maturity to start growth conversations, and that are engaging with EDB’s website and collateral. Rekener stores Engagio data in time series, so EDB can search for accounts that have had a certain threshold of engagement over any period of time.
These target accounts can be proactively surfaced to reps and account managers to drive growth. Additionally, EDB has the ability in Rekener to drill into specific leads and contacts within their high-potential target accounts, and can push those leads and contacts straight from Rekener into the hands of their Marketing and Sales team.
The bottom line
By working with Rekener, Nandini and her team have gotten unprecedented visibility into their accounts, less than two months into the engagement. Nandini says “The information that Rekener is able to surface about our accounts is amazing. We’ve never had this type visibility into account growth before.”
What’s next? Visibility into accounts is just the beginning. Now that the EDB team has access to this information, they are able to move into the next phase of working with Rekener. This includes intelligent targeting, better account management and rep performance improvement.
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Greg is COO and Co-Founder at Rekener. Greg’s career has been focused on using data to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its strategy and operations practice, ran its customer success and renewals function, helped to grow and coach its high-velocity sales organization, and optimize its marketing efforts. Prior to that, he ran the BizOps and marketing functions for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start using data to improve sales and marketing efforts while at AppNeta.
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