FunnelWise Boosts Prospecting Productivity with EverString

By September 18, 2017
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FunnelWise Boosts Prospecting Productivity with EverString

When you work at a high-growth, fast-paced company, you often wear a lot of hats. With Mollie Bodensteiner, the Vice President of Marketing at FunnelWise, executing on everything from Salesforce to graphic design and content production to Marketo, is just part of the daily grind. Small marketing teams are like family, but they require you to be nimble and agile. For Mollie, she wouldn’t have it any other way.

FunnelWise is a funnel diagnostics software and service provider that enables companies get more revenue from their funnel. FunnelWise is unique in their ability to connect data to actions that significantly grow revenue results.

Teaching How the Funnel Really Works

Having previously worked as a consultant for Marketo, Mollie had great deal of experience working with different companies to help them build and optimize their revenue funnels. Developing a keen eye for these best practices over time led her to understand how to best steer execution and strategy, which eventually brought her to FunnelWise. Metrics-driven execution plays a huge role in Mollie’s marketing philosophy, especially since she has come to FunnelWise.

“It’s no longer, ‘Hey, you should look at these metrics.’ It’s, ‘Hey, you should look at these metrics, make a decision based on the story they tell to drive revenue, and here’s how to do it,’” Mollie said. “One of my favorite things about FunnelWise, is that I actually use the product. Working at a company where you are their “ideal customer” definitely has its advantages, especially as new functionality is being discussed and developed.”

“One of my favorite things about FunnelWise, is that I actually use the product. Working at a company where you are their “ideal customer” definitely has its advantages, especially as new functionality is being discussed and developed.”

Creating content and building relationships off this philosophy is likely why FunnelWise has become a high-growth company, and why Mollie doesn’t exactly fit the “average” marketer mold. FunnelWise helps their clients with revenue funnel optimization from start to finish, setting them apart from their competitors in the industry. For instance, they go beyond traditional “funnel visibility” to help their clients take revenue-driving actions based on their data. Mollie also takes her dedication to the product seriously, as she uses FunnelWise in her day-to-day activities as well as strategic planning.

Not Your Typical Marketer

Though Mollie has a degree in marketing and has worked in marketing for several years, she is not what you would call a “typical” marketer. She’s had two different roles at FunnelWise, starting in product, due to her technical expertise and passion with data, analytics, coding and web administration. And then moving into marketing, based on her prior experience at Marketo and love for all things marketing.

Mollie also has a fresh and candid outlook in sales-marketing alignment. Mainly, she believes that marketers are going to see a lot of crossover in terms of revenue accountability, which is actually why she believed she needed to have skin in the game when joining the marketing team. In fact, she asked her CEO to give her a revenue goal – which is not something marketers typically do. However, she believes it’s the first critical step to actually achieving sales-marketing alignment.

“I think these two teams can get along, but they’re never going to want to have each other’s backs until they are working toward the same goals,” Mollie explained. “If marketing’s measurement stops at the MQL, that’s the whole reason why there’s a disconnect between sales and marketing. Neither are accountable for what the other person delivers before or after the hand-off of a qualified lead. Instead, both teams need to work together and be accountable for driving and producing revenue.”

“We did trials of three or four different platforms, and EverString was the only one who walked us through how their team used the product,” Mollie explained.

Mollie went on to explain that as account-based marketing (ABM) grows and becomes more common in B2B strategy, sales and marketing are going to have a lot more shared responsibility, making alignment even more important.

Above all else though, Mollie believes that marketing has to be fun, which is part of her key philosophy: “There’s no such thing as a marketing emergency.” In the end, Mollie thinks that marketing is an evolving industry that’s constantly going through a lot of changes, strategies, methodologies and technologies – which makes it an exciting career path.

How EverString Simplified Prospecting for FunnelWise

At FunnelWise, Mollie always held a standard that her team needed to be agile and do as much as they could internally. However, she recognized when she needed to lean on external help for certain tasks. When Mollie started to head up the ABM efforts at FunnelWise, she wanted to take grassroots effort to make it happen. Once they had exhausted their internal bandwidth, she knew it was time to find a platform for predictive marketing. After trialing several options, Mollie chose EverString because like herself, the Everstring team also uses its own product successfully. And more importantly, they were able to explain how we use it.

“We did trials of three or four different platforms, and EverString was the only one who walked us through how their team used the product,” Mollie explained.

Mollie went on to say that EverString edged out the competition due to the easy-to-use interface, as well as the intuitive UI. However, perhaps the most impressive thing about EverString was the fact that it reduced prospecting time for their BDR team.

“We’re an efficient company, so we needed a tool that didn’t require additional manual work from our BDR team. During our trial of EverString, our team realized the time savings it could produce,” Mollie said.

With the results they have already attained and the momentum of ABM in the marketing space, it’s clear that FunnelWise has a bright future ahead. We’re looking forward to working with Mollie on continued success as her team continues to use the platform to reduce prospecting time and grow more revenue. To learn more about Mollie and her evolving path in marketing, follow her on LinkedIn and FunnelWise on Twitter.

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