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Gong > Case Studies > A Refined Pipeline: Edgepetrol Boosts Their Pipe Feed by 300% with Gong

A Refined Pipeline: Edgepetrol Boosts Their Pipe Feed by 300% with Gong

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Oil & Gas

Applicable Functions

Sales & Marketing

Use Cases

Predictive Quality Analytics

Services

Data Science Services
Software Design & Engineering Services

The Challenge

EdgePetrol, a UK-based software company that specialises in fuel price optimisation, was facing challenges in meeting their pipeline goals. Their prospect base was so used to the status quo, they didn’t recognize their situation as problematic, or see a need for a solution. With a global pandemic and an off-kilter economy, EdgePetrol needed new ways to build a highly qualified pipeline and communicate its product’s value so it could close big deals. The company was also transitioning from a field sales team to an inside sales team due to the pandemic, which presented its own set of challenges.

About The Customer

EdgePetrol is a UK-based software company that specialises in fuel price optimisation. Their pricing software gives petrol station owners real-time, accurate insights to help them maintain or increase volume and fend off aggressive competition by making better pricing decisions. The company was founded in 2016 and has over 30 employees. As a rapidly growing startup, EdgePetrol wanted to optimise its sales process to ensure that it created predictable revenue and maximised its pipeline. The company's Chief Revenue Officer, Mark Truman, was particularly interested in filling his sales team’s pipeline with truly qualified leads and knowing when to disqualify a prospect.

The Solution

EdgePetrol implemented Gong’s Revenue Intelligence platform to create predictable revenue and understand its customers’ needs. Gong helped EdgePetrol optimise its lead qualification process, ensuring that leads are well-qualified and they can book a demo, they can be confident that they will get to a qualified opportunity. Gong also provided complete visibility into coaching opportunities for managers, allowing them to quickly spot problem areas using benchmarked data, and close crucial skills gaps based on data-driven recommendations. This led to the sales reps self-coaching and improving their skills, giving managers and executives more time to help with fine-tuning the sales process. Gong’s insights also helped EdgePetrol transition from a field sales team to an inside sales team, improving their conversion rate from 10% to over 30%.

Operational Impact

EdgePetrol hit meaningful milestones such as a 300% increase in pipeline, 66% decrease in employee ramp time (from 18 to 6 months), 10% increase in close rate, shortened sales cycle, larger average deal size, saved at-risk deals, gained insights about the business and the market, retained and grew existing customer accounts, and had more qualified opportunities.
Gong provided EdgePetrol with complete visibility into their coaching opportunities, allowing managers to quickly spot problem areas and close crucial skills gaps based on data-driven recommendations.
Gong’s insights helped EdgePetrol transition from a field sales team to an inside sales team, improving their conversion rate from 10% to over 30%.

Quantitative Benefit