Labroc took a new approach to sales and tapped into sales intelligence

When Labroc implemented a totally new approach to sales, Vainu's real-time company information became an essential part of this transformation. The real game-changer was tapping into sales intelligence and fueling the CRM with up-to-date company information.

The company

Labroc is a Finnish laboratory specializing in the analysis of concrete and contaminants. It serves companies in housing and infrastructure projects throughout the property's life cycle. Construction professionals, designers, engineering firms, demolition contractors, renovators, and concrete plants are among its customers.

At the beginning of 2020, Labroc's management set new sales targets and goals that required a well-thought-out sales process and a new set of tools to streamline salespeople's workday and uncover best-fit prospects. The existing disorganized way of selling was time-consuming and frustrating. Labroc needed a solution that would be as easy as possible to integrate into the existing, highly customized CRM system. Vainu had the ability to meet this challenge.

After shopping around for new sales tools, Labroc chose Vainu. "It was a no-brainer. We needed a solution that could feed up-to-date company data into our customized CRM. Vainu was at the right place at the right time for our needs", recalls Labroc's CEO, Leo Partanen.

Vainu as an essential part of sales transformation

Partanen explains how, before Vainu, it sometimes took days to prepare up-to-date prospect lists for the team. Moreover, such third-party lists were often riddled with outdated information. That was a big challenge, but not the only one. At Labroc, often researchers whose primary responsibility is to work in the lab and analyze samples also do sales. Without a dedicated sales team, the key to a successful sales process lies in simplicity. And that was Vainu's biggest benefit.

After rethinking the whole sales process, Labroc doubled down on its sales stack and implemented a systematic approach to sales. The team began to use their CRM more consistently; Vainu, or, more precisely, the real-time company information provided by Vainu, was the key. "Our transformation was about establishing a crystal clear goal and a routine for our sales. The insights provided by Vainu's data are inseparable from our sales process and fundamental for the team's success every day. The work that took before up to 2 days takes now approximately two hours," explains Partanen and refers to the most time-consuming part of the sales process; prospecting.

Game-changer: fueling the CRM with up-to-date company information

The real game-changer was tapping into automation. After connecting Vainu to their CRM, sales representatives have all the information they need directly in the CRM, without having to toggle between systems. With a data enrichment process running in the background, Labroc's company database is always, and automatically, updated with real-time company information from Vainu.

The integration between Vainu and the CRM helps create dynamic customer segments that work as the basis for managing sales. Before the new setup, it was difficult to assign sales tasks inside the organization. "Integrating Vainu's data into our CRM system is fantastic and brings ease and structure to everyone's work. Now we can create a new customer segment with various filters and assign tasks efficiently", Partanen elaborates. "We have been able to free substantial amounts of time from manual work steps, such as compiling prospect lists, investigating companies' websites, and checking the necessary information when preparing for a meeting. We have more time for the customer work itself, and our team knows which companies they should be in contact with."

At Labroc, Vainu's implementation happened in a moment of transformation when the company made many decisions regarding sales management. According to Partanen, the most evident benefit from day one was the massive amount of time saved thanks to Vainu. Manual, time-consuming tasks happen now automatically. Dynamic, up-to-date prospect lists are visible in the CRM, and adding new records is more efficient. Thirdly, necessary company information such as financial data can now be checked directly in the CRM—and is always automatically updated.

The team also follows a specific group of existing clients and potential ones systematically. The latest events from Vainu go straight to the CRM, and everyone can easily see them without having to use different systems. "Vainu has changed how we manage sales. There are still many untapped possibilities in using Vainu, but the benefits are already evident as Vainu's data is in the core of our sales process", Partanen summarizes.