CUSTOMER GROWTH STORY

How Fin Saved 50% of Their Time on Deals and Aligned Their Brand

Learn how Fin Took a Manual Process That Involved Google Docs and Manual Data Entry and Turned it into a Modern Deal Desk Motion.

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BizOps Manager @ Fin

Hannah Coleman

Hannah Coleman is the BizOps Manager at Fin, a work insights platform that provides cross-applications and enterprise data insights for CX and operations teams. By taking a big data approach, Fin helps companies improve business process definition, and design better, more productive software for their frontline workers.

HubSpot Video

It is a game-changer as far as saving time and making sure that we have a uniform brand and clean document to send to customers that reflects us as a company.

The Challenge

When Hannah Coleman started her role as Business Operations Manager at Fin last summer, the accounts team was spending an "exorbitant" amount of time building, editing, reviewing, and collecting signatures on their order forms. 

And those order forms were all done in Google Docs. 

Her goal was to have a solution for her team that would enable them to move both efficiently and error-free while enabling them to work within their CRM of choice, HubSpot. 

Hannah knew a CPQ solution was needed, but the incumbents did not natively integrate with their CRM. 

What Fin Did

  • Implemented the RevOps Deal Desk native HubSpot integration.
  • Realized a 50% time savings on closing deals by leveraging the Pilot Period SKU in RevOps.
  • Enabled all the internal stakeholders - Finance, Legal, Ops, etc. - to communicate within the context of the order form on changes that were being made.
  • Created pre-approved legal terms that could be re-used in agreement templates.
  • Created a single source of truth in their CRM for deal data with two-way data sync.

🎉 The Result

With a modern, scalable technological solution in place and a highly engaged support team, Fin was able to build a robust Deal Desk motion as they scaled their sales organization, with more deals being generated with fewer errors. 

...it's like it's 50% time saved right there, which has been great.

Tell us a little about yourself and your current role

HubSpot Video

My name is Hannah Coleman, and I'm a strategy and operations professional with eight years of experience at high-growth tech companies.

Last summer, I joined Fin, a workforce insights platform, as their biz ops manager. One of my main focus areas is to continually make operations more efficient by reducing the time and effort required to complete recurring tasks, especially manual recurring ones.

I do this by implementing processes, systems integrations, and other tech solutions.

As a workforce insights platform, Fin is, at its core, a data company. And through that data, we can help teams become better by making their digital work more visible and fact-based.

So the output of that for our customers is that they can improve the training for their teams - especially customer experience and customer operations teams - to improve their workflows, tools, and technology that their teams use.

We're helping our customers do these things, and by doing this, we're also actually helping to improve their customers' experience.

What Were the Challenges that Led you to Look for a Solution Like RevOps?

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There were a few challenges that led us to search for a CPQ, or Quote-to-Cash solution.

The biggest one being that our team was spending an exorbitant amount of time building, editing, reviewing, and trying to collect signatures for our order forms which were being built in Google Docs.

Our sales folks were spending time in the CRM, then going to Gdocs to build out an order form and make changes, and continually making sure that the formatting is still correct. They were also going to a third-party e-signature service to collect a signature on the final document.

So there were a lot of moving parts there.

As with any manual process, there is bound to be some extent of error involved in that, regardless of the efforts of the folks doing the work.

Our team was trying to move quickly and efficiently, and through this process, there wasn't any overlap between those two things.

It was really important to implement a solution where they can work from a CRM - click a button, and then just add a couple of things; a click and play, drag and drop sort of thing - and be able to have a polished clean, uniform branded document that we could, in the same platform, send to our customers for signature review and red line.

Having all those things in one place was definitely something that we realized we would need as we continued to scale our team.

Being able to have some data infrastructure in place where we could take a source of truth from those things and push it into BI tools and be able to report effectively was also something that wasn't just a nice to have; it would definitely be a need as we continue to scale.

Did You Consider Any Other Solutions? What Were Your Search Criteria?

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We explored a few solutions for CPQ/Quote-to-Cash. 

The largest ones were PandaDoc, Zuora, and Ironclad. Unfortunately, at that point in time, two of the three did not integrate with our CRM, so that automatically took them off the table.

The integration with the CRM is like the bread and butter of the ease of use and saving time for Account Executives. Being able to stay in one place and move quickly and efficiently was critical, so if it wasn't going to integrate, it was kind of a no-brainer that it would not work.

We not only needed integrations, but we also wanted the ability to have a two-way sync, so if something changes in Hubspot, it would update on the order form, and if something changed in the order form, it would update in HubSpot, so that all of our information is uniform and consistent.

Accuracy is really important for us.

The ability to have required fields that would be editable by our customers was also important. For example, collecting billing information might not sound big and exciting. Still, it is very important to have that information when the document is signed. That way, we can handle the billing appropriately and start implementing document storage.

Having all of our signed documents in one place without searching or clicking between different deals and accounts was also important to us for visibility.

In addition to that was the data infrastructure. As we continued to scale, we want to be able to have a source of truth for our data that is coming from our order forms.

Order forms are documents, but there are many data points in them that we want to be able to collect automatically. Having that information as we continue to scale up would be very valuable to us.

So, at the end of the day, RevOps checked all the boxes, from what they were able to provide then and what was coming in their product roadmaps.

It felt like a good fit for where we were then and where we were headed.

Q: Why did you decide to go with RevOps as your Deal Desk solution?

HubSpot Video

RevOps checked all the boxes of the things that we were looking for. The team was highly informative and knowledgeable about their product, and they were able to show us the value they could provide.

And it was exactly what we needed then.

They also were very forthcoming with what was coming up in the product roadmap, which was helpful for having a vision for how we could operate together as we both continue to scale.

It was a good solution for us then, and it would continue to be a good solution for us as we continue to grow and scale and have bigger, different needs.

The biggest selling points, besides the team, were:

  1. The ability to have a two-way sync and integration with our CRM
  2. The different customization within the order form itself
  3. The templating being able to have the data infrastructure
  4. The potential ability to have some automation when it comes to billing

So, RevOps hit the mark for all those reasons, and we decided to move forward.

How is The Team at Fin Using RevOps Today?

HubSpot Video

Today, Fin is using RevOps mainly through our account executives.

They're using Hubspot as a CRM and can click directly into the RevOps app to choose a template and then make changes and customizations as far as negotiated rates. If necessary, they can add additional available terms that have already been pre-written and approved by our legal team.

They can pick and choose a template and then quickly request approval through our Sales and Ops teams and get it out the door and send it directly through the platform to their customer for initial review.

When there are additional negotiations, we will pull in our legal team, who will collaborate within the app and continue to make changes until everyone is on board. We then submit for another approval and repeat the process until we have a signature.

In addition to that, whenever we make changes to any terms or find the need for a new term under specific scenarios, Finance, and Operations, along with our Legal team, are able to create those and kind of store them in the app.

We can also make sure that any of our templates are updated to include those terms, or any terms that we edit will automatically update within those templates. That way, any deals created are adhering to our policies and the requirements that we have in place.

It's great because we don't have to over-communicate with everyone involved. We can make sure that the change has been made, and it's super important; we can flag it. If not, we can make sure the change has been made in RevOps, and then it will automatically be applied. So it's kind of like a nonissue. That's been great to make sure that all of our documents are uniform and have the required language to move forward.

What Impact Has Fin Seen Since Implementing RevOps Deal Desk?

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The impact of RevOps on Fin has been pretty huge.

It is a game-changer as far as saving time and making sure that we have a uniform brand and clean document to send to customers that reflects us as a company.

They've also introduced ideas that have been vital to us speeding along with processes. For instance, we are a company that offers pilots for our customers before contracts. We now actually include a pilot period within our contract; instead of going through a process two times for negotiating a pilot and agreeing upon terms and signing a document, and then doing it again for an actual contract period, we now can do it in one fell swoop.

So that is a best practice like that has literally saved us half the time because all of our customers go through the pilot; it's like it's 50% time saved right there, which has been great.

We are also continually finding new things that we think we want to try as far as like how we deliver quotes to our customers, how we format or structured deals, and things like that. RevOps has been great because they already have some of the structures in place, and when we have new ideas that aren't available, we can go to them. We can receive really good input on what that would look like throughout the order form.

Having a great support team to lean on in those cases has been great. I know that there has already been work done to add some of those use cases as a default in the platform itself, and that's been encouraging.

We can continue as a growing company to learn, understand and test different structures that work best for us and our customers.

What Has Been Your Experience Working With the RevOps Support Team?

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We love working with the RevOps team.

We are still a growing company and feel very much valued by the folks at RevOps.

Everything from introductions and setting up demos and more demos, maybe with additional folks pulled into the room, as well as the support that we continue to receive, whether it's bug fixes or feature requests, things like that.

The team is extremely attentive and highly communicative, and it's been a collaborative work experience.

I know that we will continue to grow together, and we're excited to be a part of that.