How Gray Matters spots trends and creates innovative new products
Gray Matters is a business development consultancy that helps creative agencies to grow, attract new clients and win new customers.
- Industry: Agency/Consultancy
- Location: UK
- Key feature: Pipedrive CRM
By using Pipedrive, Gray Matters was able to spot trends and create innovative new products that increased their conversion rate.
10%
Percentage points increase in conversion rate
1/3
They improved conversion rate by a third overall
30%
Gray Matters’ current conversion rate, up from 20%
The challenge
When he founded Gray Matters owner, Adam Graham, relied on Google Sheets to store his sales data and save money.
However, as his company grew, Adam quickly realized that they were missing opportunities by sticking with spreadsheets and needed something affordable to manage his prospects’ data and sales pipeline.
Adam GrahamOwner
The solution
As Adam looked for a CRM that had the same customizability he had with spreadsheets, he found Pipedrive and discovered that he could do much more.
Through Pipedrive’s customization features, like Custom Fields, the Gray Matters team are now able to analyze their customers and prospects in different ways, which has impacted the strategy that they use. In addition, they can look back on data to understand why they won or lost a sale.
The results
Since implementing Pipedrive, Gray Matters has seen improvement across all metrics. By providing transparency and allowing them to focus on the right opportunities, Pipedrive has increased their conversion rate from 20% to 30% in just 18 months.
Based on their own positive experience with Pipedrive, Adam and his team now recommend the solution to many of their own customers as a way to promote sticking to a long-term, fixed sales process instead of giving up too quickly.
For Gray Matters, Pipedrive has become somewhat of a “mentoring tool” for their clients, forcing them to focus on here and now instead of just the end-of-the-year figures, which many of them tend to do.
Adam GrahamOwner