Figma is a Product Led SaaS company with millions of users. They decided to build an Enterprise Sales Team to accelerate their revenue growth.
Figma is a SaaS collaborative design tool that enables the entire design team’s process to happen in the cloud.
Figma is built around a freemium model - designers from all over the world get started using Figma for free and bring in coworkers to collaborate on the platform. They start paying as they use more features.
Results
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Exposing all of the product data in SFDC improved the sales team’s productivity.
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Uncovered upsell opportunities from existing accounts.
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AEs & AMs know how each of their customers are using the product, without leaving Salesforce.
⚡ Build 360° profiles and identify the most valuable accounts
Building a unified list of accounts was the first step, but now the team had to figure out which leads and customers to prioritize. Figma, like most companies, chose to solve this by enriching their leads with third-party data from Clearbit to find users working in the Fortune 500. However, using third-party data isn’t enough to build a great sales operation.
With Census, Figma added internal product usage data and created a 360 view of their users directly in Salesforce. The Account Executives and Account Managers could now understand the level of engagement for each account at a glance and identify their ICP by looking for those users with highest levels of engagement.
"Arming a sales person with usage stats and key personas led to 10x better discovery calls."
🥇 Scoring Leads and Accounts to focus on high-value conversations
With potential accounts unified and enriched, the final step was to turn the data into action. Figma leveraged their new first & third-party enrichment data to build their own Product Qualified Lead (PQL) scoring model and a Customer Health Score model.
By using Census, Figma could now tweak both scoring models and immediately deploy the new formulas to every account so that reps stay prioritized on the right accounts at the right time, even as strategy shifts.
Finally, the Ops team operationalized that data in Salesforce to:
✅ Automate the routing of leads to AEs based on a configurable threshold and rules, all while respecting existing book-of-business owners.
✅ Generate reports for Account managers to identify healthy and at risk account.
✅ Notify Account Executives and Account Managers when customers achieve key events or milestones.
The Solutions
🕒 Less tools means a simpler and faster sales process
The investment in a data-driven sales process has paid dividends by increasing the productivity of the Sales team. This increase in both efficiency and productivity led Figma to achieve their sales target & raise their series C financing just a year later.
"Our salespeople don't want to look at 10 different tools to understand what our users are doing. The system we've built with Census brings the data right to their fingertips so they can focus and spend more time with customers."
💰 Uncovering New Opportunities
Building a unified list of accounts was the first step, but now the team had to figure out which leads and customers to prioritize. Figma, like most companies, chose to solve this by enriching their leads with third-party data from Clearbit to find users working in the Fortune 500. However, using third-party data isn’t enough to build a great sales operation.
From your data warehouse to your favorite apps. Without code or engineers.
Start using Census today by booking a demo with one of our experts.
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No more engineering favors or tickets. Stop waiting weeks for customer data that will drive revenue.
