What uniqu...

Question

What unique strategies does the sales team at Certinia use to generate a consistent pipeline of leads?

Current Employee · Accepted Answer

Certinia has none. Currently in a pipeline crisis.

Current Employee · Answer

I can corroborate the previous comment: the company's pipeline is in crisis.

Certinia's sales teams are broken into Growth (1-199 employees), Commercial (200-999 employees), and Enterprise (1000+).

Since Certinia was founded in 2009, it has focused on the Growth market. Consequently, Certinia has established a presence in this space, and the vast majority of Certinia's customers are within this space. For the Growth business, reps can expect 5-6 leads a month from BDR, Salesforce, and Marketing. Not much cold outreach is required.

Pipeline is non-existent for the Commercial and Enterprise teams. I know of reps who have gone a full year without a single lead.

Across all 3 teams, the company's Go-To-Market strategy is heavily reliant on referrals from Salesforce. Certinia's USP is allowing Salesforce customers to extend the power of the Salesforce platform to ERP and PSA. Unfortunately, in the past 18-24 months, the leads from Salesforce have significantly dried up - this is a frequent topic of discussion among Account Executives. Most have come to the conclusion that Certinia has suffered reputational damage among the Salesforce sales organisation - this is a combination of selling competing products to Salesforce customers (i.e. Sandboxes, Services CPQ, Billing, etc.) and stiffer competition from Kantata.

In summary, as a Growth AE, you can expect to have a steady supply of leads. Commercial and Enterprise: expect none. And finally, you will spend more time 'selling' to Salesforce than you will to prospects.

At the end of H1 2023, only 17% of AEs worldwide were at their YTD.

Hope that helps.

Current Employee · Answer

They offer 0 support. Then they micromanage.  When that fails, they lay off 10% of staff

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Anonymous Q&A

What unique strategies does the sales team at Certinia use to generate a consistent pipeline of leads?