GrantExec - Sales Funnel Overhaul

Sparkworks Advisor: Ben Dickey

Type of Engagement: Advisory

Many startups struggle early on with identifying and refining their ICP, or ideal client profile. The ICP is a description of who makes for the best customer — who gains the most value from the product or service, who will buy more easily and consistently, and who is most aligned with the startup’s values and strengths.

GrantExec was no exception. Faced with a constant threat of running out of runway, keeping subscriptions afloat, and making payroll, it was all too tempting to chase the next dollar, say “yes” to distracting customization requests, or widen the net of who their platform could serve. The problem with this approach is that if a company tries to serve everyone, they end up serving no one truly well. Messaging gets blurry, sales cycles stretch long because too much time is spent trying to convince the wrong customers, “low fit” clients eat up time and energy, and growth depends more on luck than strategy.

Ben Dickey, SparkWorks’ sales automation expert and ex-Zapier, saw this firsthand when conducting an audit of GrantExec’s workflow. Ryan learned that GrantExec was actually best suited for nonprofits, education, and government because organizations in these sectors had the most continuous need as well as the bandwidth to pursue opportunities. Who didn’t make for the best customers? Startups, as they tended to have inconsistent needs and little bandwidth, and for-profits, who tended not to stick around or use the product.

With this refined ICP in mind, Ben dove deep into the entire customer experience. Until then, GrantExec had been measuring final conversion: the rate of potential customers who completed their onboarding. Ben, however, identified five measurable steps within the customer experience that could be tracked, improved, or automated. He homed in on where most customers were dropping off, what recovery sequences GrantExec could employ (“We noticed you haven’t completed your profile — here’s why it matters”), and the importance of multithreading with LinkedIn and text messages.

Every week, Ben and Ryan would talk through what was implemented and what was learned. Ben gave advice that Ryan would take and run with.

“It’s a very good experience to work with someone who is open versus stuck in their ways,” says Ben. “Ryan didn’t have a sales background, so he was open to understanding different sales methodologies and terminologies. He’s a sponge for wanting to know how things worked, he’s super organized, and he could immediately understand or grasp what needed to be improved or automated.”

The Outcome: Under Ben’s strategic advisement, GrantExec now has:

• Higher quality leads at the top of the funnel

• More completed profiles

• Tailored automated follow-ups

• A founder who understands his data

In addition, Ben also guided Ryan towards a robust LinkedIn presence and engaging newsletters at a consistent cadence that pays dividends. “At the end of the day,” Ben says, “all these increments and microwins add up.”