Resources Success Story

Driving Revenue Insights with Likelihood to Buy for Twilio

How Atrium helped Twilio drive actionable revenue insights and likelihood to buy, resulting in a $14M annual benefit the first year.

Background

Twilio provides programmable communication tools for making and receiving phone calls, sending and receiving text messages, and performing other communication functions using its web service APIs. Twilio is the customer layer for the internet, powering the most engaging interactions companies build for their customers. They provide simple tools that solve hard problems, delivered as a developer-first cloud platform with global reach and no shenanigans pricing.

Technology

CRM Analytics

Snowflake

Sales Cloud

The Challenge

Limited Expertise and Capacity to Address Analytics Backlog

Twilio had a backlog of CRM Analytics user stories from various sales stakeholders and did not have the internal delivery capacity or platform expertise to address these needs in a timely manner. They expressed a desire for support through Elevate, our managed services offering, to help manage and extend their existing dashboards.

With disparate data sources, Twilio struggled to have full insight into deal health and forecast accuracy. Equally important, Twilio wanted to identify where there was whitespace in order to maximize their investment to cross/upsell.

“

The Atrium team has been instrumental in my ability to execute on the roadmap and strategic vision I outlined for CRM Analytics within Twilio. We have limited resources to work on CRM Analytics so the work we’ve done together has not only greatly accelerated what we’ve been able to accomplish in just a few months, but it’s also helped prove the value of the tool and the scope of what is possible. Our stakeholders are more excited than ever to see what we build next.

NJ Potter Twilio
The Solution

Prioritized Prospecting, Pipeline and Deal Visibility, and Consumption Forecasting

We designed and implemented an Email Prospecting dashboard that exposes baseline recurring revenue (cMRR) and monthly invoice billing to help ensure an AE’s forecasted usage matches the actual usage metrics and the customer is investing in the right package.

Twilio’s email team (SendGrid) needed a solution to help them identify accounts that have available opportunities and show relevant information needed to dive deeper into the account. Within this dashboard, we have models scoring each account based on their potential opportunity size and ranks the opportunity size.

We delivered dashboards with a holistic view into pipeline generation and deal health with filtering capabilities to drill down by lead source, accounts, AEs, etc.

In addition, we implemented consumption-based forecasting with actionable insights for AEs to understand a customer’s usage and spend, and subsequently take corrective actions to ensure the consumption of Twilio’s products/services are achieved and maximized.

The Impact

$14M Annual Benefit in First Year via Productivity and New Pipeline

As a result of these improvements, Twilio saw a $14M annual benefit within the first year — in addition to a 19% win rate improvement, a 10% increase in quota achievement, and a 13% median days to close improvement. With a boost in accessibility, actionability, and efficiency, the Twilio team can know more and win faster.

Turn Usage Data Into Revenue Growth

Learn how Atrium helps revenue teams prioritize the right accounts, forecast consumption accurately, and unlock new pipeline with analytics and AI—without adding internal delivery strain.

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