Case Study

Qumu Empowers Sales To Win Using Demandbase

Qumu logo

Industry
Technology, Software Development

Company Size
~85 employees

Location
Minneapolis, MN

Solution
Demandbase One: ABX with Orchestration

Top 3 Results

390% increase in average ACV year over year for new logos

Reduced sales cycle

Warding off the competition

The Head Scratcher

Qumu is the leading provider of a best-in-class platform to create, manage, secure, distribute, and measure the success of live and on-demand video for the intelligent enterprise. They are proud to count some of the largest companies in the world as their customers, an outstanding feat, as Qumu themselves are a small company with a lean team. When asked how they got to those impressive results, Zach Wright, Director, Sales Operations and Sales Engineering, points to the dedication of their fantastic team at Qumu, combined with “tools like Demandbase.”

As the Director, Sales Operations and Sales Engineering, Zach’s primary goal is clear — help sales succeed. Following that initiative, in 2021, Zach and his team set out to revamp Qumu’s tier and territory structure to become more data-driven and process-oriented in their account outreach and engagement.

"If we didn't have Demandbase tomorrow, we would probably be trying to get in touch with a Demandbase representative to buy them."
Zachary Wright image
Zach Wright Director, Sales Operations | SE Manager

What’d They Do?

With a more thoughtful approach to their sales strategy, Zach worked within Demandbase to tier the accounts in their ICP and focus their time and resources on the most valuable tiers.

Demandbase also helped them engage with accounts in a manner that identified the customer’s needs versus, as Zach puts it, “throwing the kitchen sink” at them.

Qumu uses a combined effort of teamwork and critical resources like Demandbase to positively impact its relationship with prospects, customers, and partners while also managing to stay ahead of the competition.

How’d They Do?

With Demandbase, Qumu has set their sales team up to succeed. They’ve seen and continue to see results like these:

  • Focused their sellers on the right accounts and saw a 390% increase in ACV for new logos
    Since redefining their ICP, Qumu has used Demandbase’s engagement minutes and journey stages to help their sellers identify which accounts they should focus on. They segment their accounts into these tiers based on predefined criteria created to ensure that they execute their prospecting efforts with the highest potential of receiving results. Once they identify their tiered accounts, they use the Demandbase Marketo integration to trigger tailored campaigns defined by their engagement minutes and journey stages.Qumu sellers now focus on engaging with accounts they know are actively interested in what they have to offer. The combination of tools like Demandbase and impeccable teamwork by the Qumu team has led to a 390% increase in average annual contract value, year over year, for new logos alone.
  • Identified gaps in their outreach
    Qumu is proactive about understanding objections they might receive in a sales cycle before they’re communicated to them by their customers or prospects. The Sales Engineers and Regional Sales Managers use intent from Demandbase to understand what their customers and prospects are in the market for and what questions or concerns they have that Qumu still needs to answer. They then tailor their demos and sales calls specifically to each client using that knowledge. With a product with multiple capabilities, they’re careful not to overwhelm prospects by distinguishing which offerings are relevant to them (live streaming, video-on-demand, video content management system, etc.) Demandbase intent enables them to do that efficiently.
  • Enriched their partner relationships
    They use Demandbase keywords to understand what their customers and prospects search for that might fall outside Qumu’s direct offerings. This knowledge allows them to bring in their partners on sales calls where a combined effort will solve a client’s pain points seamlessly.Those opportunities to engage with partners to fulfill the needs of their customers and prospects help Qumu to maintain strong relationships with their partners and set themselves apart from their competition.
  • Warded off the competition
    As any smart company would, Qumu keeps an eye on their competitors. Using intent from Demandbase, they take notice whenever an opportunity might be in danger because of the competition. Once that’s identified, they can go to their sales calls being more deliberate and targeted about how Qumu will deliver their platform in a way that the competition cannot.
"Demandbase helps us see through what our customers and prospects are speaking and thinking about, so we can tailor our conversations and engagement to deliver the best customer experience."
Zachary Wright image
Zach Wright Director, Sales Operations | SE Manager

Without Demandbase?

Zach describes Demandbase as x-ray vision for him and his team, stating, “Demandbase helps us see through what our customers and prospects are speaking and thinking about, so we can tailor our conversations and engagement to deliver the best customer experience.”

He rebuffs the scenario when asked how he would proceed without Demandbase, clearly confirming, “If we didn’t have Demandbase tomorrow, we would probably be trying to get in touch with a Demandbase representative to buy them today.”

About Qumu

Qumu (Nasdaq: QUMU) is the leading provider of a best-in-class platform to create, manage, secure, distribute and measure the success of live and on demand video for the intelligent enterprise. Backed by the most trusted and experienced team in the industry, the Qumu platform enables global organizations to drive employee engagement, increase access to video, and modernize the workplace by providing a more efficient and effective way to share knowledge.

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