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	Pipeline Insight Case Study: YARCDATA

Pipeline Insight Case Study: YARCDATA

Technology Category	Analytics & Modeling - Predictive Analytics Application Infrastructure & Middleware - Data Visualization Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries	Professional Service Software
Applicable Functions	Business Operation Sales & Marketing
Services	Data Science Services Software Design & Engineering Services System Integration
Challenge	YarcData faced challenges in determining the conversion rates of prospects into customers through various marketing efforts and identifying the source of its leads. They wanted to know the percentage of opportunities in the sales pipeline that came from different marketing events, web downloads, or self-sourced sales opportunities. Additionally, they needed the ability to drill down into the data to guide where to allocate more marketing dollars based on the success of previous efforts. Previously, YarcData relied heavily on spreadsheets and Salesforce.com reports, which made it difficult to extract the exact information they needed. This reliance on spreadsheets represented about 70% of their data presentation. Read More
About Customer	YarcData LLC, a subsidiary of Cray Inc., is based in the San Francisco Bay Area. The company specializes in enabling enterprises to gain better business insights by discovering unknown relationships in Big Data. Cray, the parent company, is renowned for its advanced supercomputers used by scientists, engineers, and various industries, including academia and government sectors worldwide. YarcData's mission is to help clients uncover high-value relationships within their data, leveraging the power of Big Data analytics to drive business decisions and strategies. Read More
Solution	When Todd Quinn joined YarcData in January 2013 in product marketing, he encountered the initial implementation of Marseli's Pipeline Insight Marketing Analytics. This tool provided YarcData with end-to-end analytics for every nurture and sales stage, linking each campaign and tactic-based inquiry to revenue reporting. With Pipeline Insight, YarcData could identify which marketing-generated leads were successfully converted into sales, view full funnel and pipeline conversion, and analyze velocity and usage metrics for both historical and forecasted periods. The data for each report was extracted from Salesforce, but the value of Pipeline Insight lay in its ability to present multilayered and dynamic insights in a single dashboard. Users could change views and reveal specific information through drop-down options. Beyond saving time, Pipeline Insight increased user adoption with its simple and concise screen views, showing key metrics that could be filtered to identify active opportunities by vertical or sales rep, velocity charts for marketing-related opportunities, conversion rates, and other key factors. This deeper dive into the data and the uniform, centralized view significantly improved over spreadsheet interpretations, giving management greater confidence in the numbers. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Application Infrastructure & Middleware - Data Visualization

Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Professional Service

Software

Applicable Functions

Business Operation

Sales & Marketing

Services

Data Science Services

Software Design & Engineering Services

System Integration

Challenge

YarcData faced challenges in determining the conversion rates of prospects into customers through various marketing efforts and identifying the source of its leads. They wanted to know the percentage of opportunities in the sales pipeline that came from different marketing events, web downloads, or self-sourced sales opportunities. Additionally, they needed the ability to drill down into the data to guide where to allocate more marketing dollars based on the success of previous efforts. Previously, YarcData relied heavily on spreadsheets and Salesforce.com reports, which made it difficult to extract the exact information they needed. This reliance on spreadsheets represented about 70% of their data presentation.

About Customer

YarcData LLC, a subsidiary of Cray Inc., is based in the San Francisco Bay Area. The company specializes in enabling enterprises to gain better business insights by discovering unknown relationships in Big Data. Cray, the parent company, is renowned for its advanced supercomputers used by scientists, engineers, and various industries, including academia and government sectors worldwide. YarcData's mission is to help clients uncover high-value relationships within their data, leveraging the power of Big Data analytics to drive business decisions and strategies.

Solution

When Todd Quinn joined YarcData in January 2013 in product marketing, he encountered the initial implementation of Marseli's Pipeline Insight Marketing Analytics. This tool provided YarcData with end-to-end analytics for every nurture and sales stage, linking each campaign and tactic-based inquiry to revenue reporting. With Pipeline Insight, YarcData could identify which marketing-generated leads were successfully converted into sales, view full funnel and pipeline conversion, and analyze velocity and usage metrics for both historical and forecasted periods. The data for each report was extracted from Salesforce, but the value of Pipeline Insight lay in its ability to present multilayered and dynamic insights in a single dashboard. Users could change views and reveal specific information through drop-down options. Beyond saving time, Pipeline Insight increased user adoption with its simple and concise screen views, showing key metrics that could be filtered to identify active opportunities by vertical or sales rep, velocity charts for marketing-related opportunities, conversion rates, and other key factors. This deeper dive into the data and the uniform, centralized view significantly improved over spreadsheet interpretations, giving management greater confidence in the numbers.

Impact #1	Pipeline Insight provided YarcData with end-to-end analytics for every nurture and sales stage, linking each campaign and tactic-based inquiry to revenue reporting.
Impact #2	The tool allowed YarcData to identify which marketing-generated leads were successfully converted into sales and view full funnel and pipeline conversion.
Impact #3	Users could quickly see multilayered and dynamic insights in a single dashboard, with drop-down options to change views and reveal specific information.

Impact #1

Pipeline Insight provided YarcData with end-to-end analytics for every nurture and sales stage, linking each campaign and tactic-based inquiry to revenue reporting.

Impact #2

The tool allowed YarcData to identify which marketing-generated leads were successfully converted into sales and view full funnel and pipeline conversion.

Impact #3

Users could quickly see multilayered and dynamic insights in a single dashboard, with drop-down options to change views and reveal specific information.

Benefit #1	70% reduction in reliance on spreadsheets for data presentation.
Benefit #2	Increased user adoption of the analytics tool.
Benefit #3	Improved allocation of marketing resources based on sales performance.

Benefit #1

70% reduction in reliance on spreadsheets for data presentation.

Benefit #2

Increased user adoption of the analytics tool.

Benefit #3

Improved allocation of marketing resources based on sales performance.

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Overview

Pipeline Insight Case Study: YARCDATA

Operational Impact

Quantitative Benefit