1. ASSIGNMENT GUIDELINES
• Make the changes in the PPT as you solve the parts
• This file contains the template for all the parts of the project.
• Check the instructions added in the note section of every slide for clarity.
• Don’t move around any image or text box
• If you require more/lesser elements, be careful when you copy/delete the existing ones.
2. ASSIGNMENT
SaaS PipelineConversions
Problem Statement
The sales pipeline conversion percentage atTechnoServe (a tech SaaS startup) has dropped
from 35%at the end of last fiscal (FY 2017-18)to 25% at present.
Assignment Objective
Understand the problem, come up with a hypothesis for low conversions faced by
TechnoServe, and analyse the dataset provided to arrive at possible solutions to increase it.
3. PART I : 1. Understanding the Problem
Sales PipelineConversion at a SaaS Startup
Who?
a tech SaaS startup
Firm
What?
The sales pipeline
conversion
percentage has
dropped
When?
At last fiscal year FY
2017-18
How?
Sales and customer
related issue
Technology and
Innovation issue
Where?
Among the customer
in sales pipeline
conversion
4. PART I : 2. Understanding the Problem
Sales PipelineConversion at a SaaS Startup
Situation
• How much SalesPipeline
conversiontargeted
• What isthe sales
strength ofsalesteam
• What islength ofproject
• How management is
seriousabout innovation
and technology
Problem
• IsSalesteam isskilled to
answer the customer
• Isthere optimal
technologyto add
additionalfeaturesin the
product
• Iscompany readyto hire
well talented techno
savvy person or hire
technologyconsultant
Implication
• If company doesn’t add
new technology and
Innovationin itsproduct
it can be reduce more
salesconversion pipeline
rate in future
• It will be impact in you
market share in future
• It will be impact in your
profit in future
Need-Payoff
• To add new technology
and innovationwill be
beneficial to increasing
salesconversion pipeline
rate
• It will be reduce you cost
after investing in
technologyand
innovation
• Thisnew technology will
be make salesteam
more powerful to
convince andconvert
customer into winsales
pipeline conversionrate
5. PART II : Formulating Hypotheses
Sales PipelineConversion at a SaaS Startup
FrameworkUsed
BANT
Reasonfor using the selected framework
The BANT is a framework that help the identify good leads from the customer pool.
BANT stands for budget, authority, needs, and timeline.
The framework help you measure the quality of sales prospects and analyses their likelihood of converting into successful
customers.
How you have used the frameworkhere
Did interview with exiting and new customer who search forproduct. After taken of interview with customer did research of
company product, management, marketing and sales. Came to the point that customer is afforded the product but they don’t
want to buy because of no new additional features and innovation in the product. Management doesn’t want to do
investment in technology and innovation.
6. PART II : Formulating Hypotheses
Sales PipelineConversion at a SaaS Startup
7. PART II : Formulating Hypotheses
Sales PipelineConversion at a SaaS Startup
Branch1 - Budget
Is customer afford the products – Yes / No, Answer is yes
Hypotheses 1: If customer afford the product - why customer doesn’t want to buy the products
Hypotheses 2: Why customer doesn’t want to buy the products – Customer want new innovation and additional features in
the products.
Branch2 – Authority
Hypotheses 1: Why sales team neglected the customer’s needs
Hypotheses 2: Sales team can’t promise to customer for additional features and innovation which competitor gives.
Hypotheses 3: Why company is stuck with old technology – Company is not hiring talented people or not hire Technology
consultant to suggest of new innovation and technology
Hypotheses 4: Authority doesn’t want to invest to hire techno savvy people or technology consultant to suggest new
innovation and technology.
8. PART II : Formulating Hypotheses
Sales PipelineConversion at a SaaS Startup
Branch3 - Need
Hypotheses 1: New technology and innovation is very important for prospects
Hypotheses 2: Why management did not take new features and innovation issue on high priority
Branch4 - Time Frame
Hypotheses 1: Is this prospects have the importance means to add new technology and innovation in your product
Hypotheses 2: How long do they intend to take to implement the solution provided, and how quickly can management meet
the requirement?
9. PART III A : GeneratingInsights
Sales PipelineConversion at a SaaS Startup
Variable
Overall Technology
Primary conversion
average won rate shows
21%
Overall Opportunity Size
(USD)average won rate
shows 16%
Overall B2B Sales
Medium conversion
average won rate shows
19%
Insightsif any
• Technology Primary - Legacy Modernization shows lower
conversion won rate at 12%.
• Online Leads shows lower conversion won rate at 6%
• Last year no business show ERP Implementation at higher
counting43790
• Kolkatta and Pune shows lower conversion won rate 21%
and 19% respectively
Pattern of Insight
Overall Technology Primary -
Last year no business shows
at counting 69208
Overall Conversion average
won rate on City Base is 22%
10. PART III A : GeneratingInsights
Sales PipelineConversion at a SaaS Startup
Variable under consideration:
Technology Primary - Conversion Rate in %
• Overall Technology Primary conversion
average won rate shows 21%
• Technology Primary - Analytics shows
higher conversion won rate at 26%
• Technology Primary - Legacy Modernization
shows lower conversion won rate at 12%
• Overall Technology Primary conversion
average loss rate shows 79%
26% 23% 21%
12%
-74% -77% -79%
-88%
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
Analytics
ERP
Implementation
Technical
Business
Solutions
Legacy
Modernization
Technology Primary - Conversion Rate in %
Won conversion rate % Loss conversion rate %
11. PART III A : GeneratingInsights
Sales PipelineConversion at a SaaS Startup
Variable under consideration:
Technology Primary of Conversion Rate by Opportunity
Size (USD)
Overall Technology Primary - OpportunitySize (USD)
average conversion won rate shows 16%
• ERPImplementation shows higher conversion
Won rate at 19%
• Legacy Modernization shows lower conversion
Won rate at 9%
ERP Implementation,
19%
Analytics, 17%
Technical Business
Solutions, 17%
Legacy Modernization,
9%
TECHNOLOGY PRIMARY OF CONVERSION RATE BY
OPPORTUNITY SIZE (USD)
12. PART III A : GeneratingInsights
Sales PipelineConversion at a SaaS Startup
Variable under consideration:
B2BSales Medium - Conversion Rate %
Overall B2BSales Medium conversion average
won rate shows 19%
• Enterprise Sellers shows higher conversion
won rate at 28%
• Online Leads shows lower conversion
• won rate at 6%
28%
22%
19% 19%
6%
0%
5%
10%
15%
20%
25%
30%
Enterprise
Sellers
Tele Sales Marketing Partners Online Leads
B2B Sales Medium - Conversion Rate %
13. PART III A : GeneratingInsights
Sales PipelineConversion at a SaaS Startup
Variable under consideration:
No Business from Client Last Year - Counting basis
Last year no business show ERP Implementation
at higher counting 43790
• Last year no business show Legacy Modernization
and Analytics at lower counting 594 and 272 respectively
• Overall Technology Primary - Last year no business
shows at counting 69208
43790
24552
594 272
No Business fromClient Last Year - Counting
basis
ERP Implementation Technical Business Solutions
Legacy Modernization Analytics
14. PART III A : GeneratingInsights
Sales PipelineConversion at a SaaS Startup
Variable under consideration:
Conversion won rate in % on City Base
Overall Conversion average won rate
on City Base is 22%
• Mumbai and Delhi shows higher conversion
won rate 25% and 23% respectively
• Kolkatta and Pune shows lower conversion
won rate 21% and 19% respectively
0%
5%
10%
15%
20%
25%
30%
25%
23%
22% 22% 22% 21%
19%
Conversion won rate on City Base
15. PART III A : GeneratingInsights
Sales PipelineConversion at a SaaS Startup
Recommendations
• Management should take new
technology and innovation issue on
higher priority
• Management should do investment to
hire techno savvy talented people or to
hire technology consultant.
• This investment will add prospects in
company’s product and it will help to
increase won conversion rate in future
CorrespondingInsights
• Overall Technology Primary conversion average loss rate shows 79%
• Technology Primary - Legacy Modernization shows lower conversion won
rate at 12%.Online Leads shows lower conversion won rate at 6%
• Last year nobusiness show ERP Implementation at higher counting43790
• Kolkatta and Pune shows lower conversion won rate 21% and 19%
respectively
• Interview with customer (Existing and new) : The afford our product but
not buying because of no new technology and innovation
• The main root cause of reducing of sales pipeline conversion rate from
35% to 25% : management is not ready to investment in technology and
innovation.
16. PART III B : PresentingFindings
Sales PipelineConversion at a SaaS Startup
New technology and innovation
Customer need new features &
innovation
No innovation
low Conversion rate
Customer can
afford product
Customer find features
and innovation
at competitor
Sales team neglect
customer need
Managementold buying decisionon
clients.
Higher sales pipeline conversionwon rate
17. PART III B : PresentingFindings
Sales PipelineConversion at a SaaS Startup
Thank You
