Cloud-based financial planning and analysis leader dramatically improves conversion rates using the SalesLoft Platform.

Adding SalesLoft to their sophisticated sales and marketing technology stack, Vena’s inbound reps convert up to 90 percent of qualified leads to sales opportunities in certain channels. They are directly responsible for more than 30 percent of the company’s ARR growth YTD.

Vena Solutions has quickly become the leader in cloud-based financial planning and analysis (FP&A) software. As the market leader in growth, product usability and customer satisfaction, Vena helps hundreds of companies make more-informed business decisions by making it easier for them to surface financial insights they can trust.

Unlike other financial solutions on the market today, Vena’s differentiation has been its focus on providing a native Excel interface for its customers’ end-users. The backend is supported by a centralized OLAP database, workflow automation, company-wide data integrations, and other enterprise-grade features. This approach helps Vena serve its customers – medium and large-sized organizations with growing demands on their finance teams – to work more efficiently and smarter in the ways they prefer to work.

Aidas Dirse leads the sales and marketing operations team for Vena Solutions. He is responsible for supporting the company’s sales efforts and manages marketing and sales operations. Working with the company’s digital marketing team, Dirse and his team have helped Vena achieve considerable conversion and revenue growth with the help of the right stack of sale and marketing technologies, notably including SalesLoft’s sales engagement platform.

The Challenge

Vena’s sales team primarily targets finance and accounting teams within both medium and large companies, across all industries. Its value proposition is to help companies spend significantly less time collecting and consolidating information while delivering accurate numbers that finance and management teams can trust. Vena’s offering helps them remain focused on valuable analysis, reporting, and insight discovery tasks that inform critical, strategic decisions.

Like any sales team talking to a broad range of potential customers, Vena’s biggest challenge is prioritizing prospecting efforts across organizations with a diverse range of financial management needs.

Sales reps need to evaluate and rank prospecting efforts on the fly. Their approach and pitch must be personalized for each prospect, based on the size of the organization or its unique business challenges. For example, in the financial services sector – one of Vena’s most represented verticals – the most common challenges facing customers include:

  • Navigating a constantly evolving landscape of regulations/restrictions
  • Managing and protecting against financial risks
  • Reducing risks which may result in costly financial statement corrections or even criminal liability
  • Helping customers improve the trust they have in their numbers, and the decisions based on them

In many organizations, these financial operations require an onerous degree of labor-intensive effort. Finance professionals rely on manual data entry and management of disparate, standalone spreadsheets, and often collaborate with numerous people.

“There is a lot of back and forth sharing of information and even more manual consolidation and sharing of information. In other words, a lot of inefficiency and room for error. Vena helps to automate and streamline these efforts, while also enabling teams to leverage the tools they are most comfortable using.”

– Aidas Dirse, Sales and Marketing Operations Specialist