Unified lead management
Integrating siloed sales and marketing workflows with a complete redesign of Vendasta’s customer relationship management platform
Apr 2023–Present
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Design systems, user research
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Loni Siegers (Lead Product Designer), Jenna Barth (Staff UX Engineer), Gabriel Tsoi (Product Manager)
Context
Vendasta’s platforms, built over a decade ago to help businesses scale, consisted of two separate tools: Partner Center for admins and Sales & Success Center for sales teams. However, adoption of Sales & Success Center lagged, with user growth stagnating in 2022.
How might we make it easier for businesses to attract, engage, and delight customers?
Why we needed a change
Fragmented user experience
Business admins using Partner Center to manage their operations faced the inconvenience of logging into a separate platform, Sales & Success Center, just to monitor sales efforts, track customer activity, and access deal insights.
Difficulty managing leads
Platform interactions were designed to occur between businesses rather than between a business and an individual contact. Setting up a business on the platform required more information than was typically available during the lead stage.
Inflexible and expensive
Restrictive user permissions and a misaligned data model added complexity, hindered API development, and limited third-party integrations. Maintaining two platforms led to duplicated efforts, inefficiencies, and delays in feature updates.
Project goals
Improve customer management
Expand ability to generate leads
Prioritizing leads effectively
To help sales teams close more sales, we have two primary avenues: increasing the volume of sales engagements, and more strategically, improving conversion rates by aiding our sales team in identifying high-potential leads.
In the past, we had a “Hotness” system where leads would be segmented into “Cold”, “Warm” or “Hot” based on the lead’s activity. However, an action’s flame value was not customizable, which made the feature less useful for partners.
Hotness only considered buyer intention and didn’t consider profile fit.
A wide range of actions were being categorized into just three hotness levels.
If a lead made any sort of action the account would light up with three flames.
~Hotness system photos~
Custom lead scoring
~Explain lead scoring~
~Explorations~
Engaging leads
~Explain old activity limitations~
~Old activity photos~
Activity logger and cards
~Explain activity components~
~New activity components~
Exploring a more scalable solution
~ Explain ~
Impact
~ Explain ~
Work in progress
In November 2023, we launched the first phase of the new Partner Center CRM and have been iterating to match the functionality of the legacy Sales & Success Center CRM.
By January 2025, Sales & Success Center will be retired, and all partners will transition their sales processes to the new system, creating valuable opportunities for feedback.