Case Study

League Fuels Growth Through Collaboration with SalesLoft

Innovative Employee Benefits Platform Attributes Performance and Expansion Success to Close Working Relationship with SalesLoft

League has seen a 2X increase in appointments and more than doubled overall revenue growth. The new U.S. team grew their customer base 133% so far this year.

League helps companies of all sizes provide their employees with better, more competitive employee benefit solutions. The company’s mission is to change the way organizations think about benefits for their employees. They are viewed as innovators in helping employees live happier, healthier lives.

Like many industries, the employee benefits marketplace is a noisy one. Decision makers – typically the CFO, CEO, or HR leadership for an organization – are under constant attack from an infinite range of competing providers. To successfully position itself as the best choice for buyers, League has focused on building relationships for the long-term. They put their energy towards making a good first impression and demonstrating from the beginning that the company is different from other providers.

The Challenge

In order to reach and nurture these relationships at scale, League relies on its team to leverage the SalesLoft platform. A blend of personalization and automation activities are working to help the company convince organizations to move forward with League. The company is hitting its stride, expecting 300% growth in existing ARR this year and continued expansion of its U.S. presence. To achieve this, Director of Business Development, Steve Dinner, and his sales team first had to clear a few hurdles.

“SalesLoft’s message about rising above the noise and connecting with buyers with more authenticity and sincerity really resonates with us. We know all our targets aren’t ready to change their employee benefits programs today. If we make a good first impression and provide value for them over time, we’ll be the first company they think of when they do make a change.”

– Steve Dinner, Director of Business Development

Rising above the noise and establishing trust are challenging enough. On top of that, when Steve joined the company to launch its U.S. sales operation, he had no prior experience using its sales engagement platform, SalesLoft. Coming from an environment that lacked a formal sales engagement solution, he realized the pain of not having one. Moving into this new role, Steve was excited the team would be using the SalesLoft platform. First, he needed to address some areas of the sales model to optimize the team’s usage.

Optimizing for Success

The first obstacle Steve needed to overcome was learning to use SalesLoft himself and understanding of how his team was using the platform. As he shadowed team members and gathered feedback, he realized adoption was inconsistent and little governance was in place. Steve needed to achieve widespread adoption, as well as align the team around a consistent framework and approach.

Embracing Personalization

Steve knew League’s audience required a better buying journey. His team would need to be more authentic and sincere in all of its efforts. They would have to leverage personalization across the entire sales cycle, starting with cadences.

With better personalization, League could rise above the noise and reach executives in unique ways that weren’t possible previously. As an added bonus, new hires would benefit from the cadences and workflow processes.

Replicating the Model for New Markets

Expanding into a new market is a momentous task. Having a platform that supports automation and allows the sales team to personalize at scale helped spearhead that expansion.

Steve and his sales team continue to find a champion for their success with SalesLoft. They rely on a strong relationship with their CSM to help achieve their goal of putting a healthier lifestyle into the hands of employees.

Enter SalesLoft

Working Together to Help League Succeed

Like any good manager, Steve got to work addressing the barriers preventing his team from using the platform to its full potential. He reached out to his Customer Success Manager, Matt Alvarez, at SalesLoft. Alvarez joined the team to review each concern one-by-one. Together, the group identified a plan of attack to quickly align the team around a consistent framework.

In Steve’s eyes, what made SalesLoft stand out was the relationship they were able to build. He felt he had found a partner to champion League’s success.

“One of the key differentiators between you and the competitor in the market is that SalesLoft builds really great relationships up front. Matt Alvarez, our Customer Success Manager, has been a true partner for me and a big part of our success.”

– Steve Dinner, Director of Business Development

Close Collaboration and Partnership

The team accomplished an incredible amount following its initial collaboration with Matt and his team, but things didn’t stop there. Matt has continued to join League’s planning sessions and meetings, serving as an extension of the team. Together, they identify new opportunities to improve performance and results. The SalesLoft team helps to continuously leverage best practices and adjust course as necessary.

“I have a great line of communication to Matt. When I need him, he’s there – and we’ve needed him often over the past year. This level of support is a huge differentiator. A lot of vendors say they will be there for you, but few make themselves as available as the SalesLoft team has been for us.”

– Steve Dinner, Director of Business Development at League

Getting Personal

With adoption and utilization challenges out of the way, the team shifted its focus to developing and implementing a unified cadence. It was a collaborative effort that addressed League’s desire to embrace personalization across all its interactions with prospective customers.

League understands their sales success relies on long-term relationship building. Converting prospects to a new benefits platform is not a one-call close. It is essential for the sales team to educate decision-makers about what separates League from the rest of the pack. They need to demonstrate to buyers that they understand the challenges they face. Sales reps must communicate that they genuinely want to help reduce costs and provide better benefits for employees.

To create the necessary time for personalization, all tasks capable of being automated must be. Every minute of administration or manual updates eliminates frees time for personalization.

League took advantage of a couple of specific SalesLoft integrations to help scale their sales process. They leveraged the Vidyard integration to enable reps to create personalized 1-to-1 video messages as part of their cadence. They also utilized SalesLoft’s LinkedIn Sales Navigator integration. Sales Navigator provides an alternate channel for the sales team to efficiently and effectively target the right potential buyers with relevant messages.

“SalesLoft provides so many options for personalization via its plugins and integrations. One of our team’s favorites is Vidyard, which allows us to create personalized 1-to-1 video emails. This has been a fun and effective way for our reps to personalize communications and make a great first impression.”

– Steve Dinner, Director of Business Development

The team also leverages snippets and templates to save time with personalizing communications. These features enable them to share and repurpose the most successful sales messages.

There’s a Cadence for That

As the team has become more proficient in leveraging the SalesLoft platform, it has expanded its range of cadences specific to various use cases. There are cadences for webinar registrations and appointment setting, for example. They even have cadences for use during vacations, ensuring reps keep their activity high, even during their time off.

With a clear process and workflow in place, new cadences can be developed, tested, and shared across the team.

“SalesLoft is really the engine for everything that we do for opportunity generation. The BDRs live in SalesLoft – you could even say they live there more than Salesforce. The big impact is being able to do something consistently across multiple geographies. With a brand new team… being able to really easily share templates and cadences is a big benefit.”

– Kyle Norton, Vice President of Sales

The Results

League’s SDR and BDR teams consistently use SalesLoft to personalize sales activities at scale. SDRs focused on inbound pursuits are able to reach an average of 100 quality activities per rep per day. Being able to capitalize on the qualified leads the Marketing team delivers is a game-changer. BDRs are now able to engage with more defined targets in less time.

The improvements the team has made have far exceeded Steve’s expectations. League intends to continue its collaboration with the SalesLoft team, all of whom are committed to the long-term success of League.

“Without a doubt, we wouldn’t be where we are today without the incredible level of dedication and support Matt and the team at SalesLoft have provided. No vendor comes close when it comes to ensuring our team is as successful as we can possibly be. It’s simply amazing to have a partner we can rely on – no matter what – to help us crush our goals.” 

– Steve Dinner, League

Get the full picture about leveraging cadences to increase sales performance by checking out our latest guide here.

Best Practice & Benchmarks for Sales Cadences

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