How We Transformed Allara Global’s Sales, Marketing, and Customer Success

Client Overview

Allara Global delivers specialized learning experiences to the hospitality industry. Their engaging online programs help hospitality professionals develop essential skills and knowledge. Over eleven months, they worked with TripleDart to fix critical problems in their sales and marketing systems, using automation and data insights to fuel their growth.

Allara Global Faced Several Operational and Marketing Challenges

Before working with TripleDart, Allara Global struggled with several operational bottlenecks that were limiting their growth potential:

Scattered Lead Management: The team had trouble organizing B2B and B2C contacts by business units and personas. They lacked a proper system to track leads, causing many potential customers to slip away during qualification and sales handoff.

Slow, Manual Sales Processes: Someone on the team had to manually assign each lead, creating delays in reaching out to prospects. Sales reps had no way to tell which leads needed immediate attention. Poor visibility into deals made tracking sales progress nearly impossible.

Basic Marketing Tools That Weren't Enough: The marketing team couldn't set up effective nurturing email campaigns or track how well their campaigns performed. Creating GDPR-compliant lead capture forms was especially difficult, raising compliance concerns.

Missing Out on Existing Customer Revenue: Without good systems for tracking renewals and upsell opportunities, the company was losing potential revenue. They couldn't see how customers were using their products, making it hard to identify when to offer additional services.

Disorganized Partner Management: The lack of a proper system to track reseller and affiliate leads meant partners often didn't get credit for opportunities they generated. Managing commissions and tracking performance required too much manual work, and there was no system to keep partners engaged.

Slow Customer Support: Support tickets required manual handling, creating backlogs and unpredictable response times. The team couldn't automatically prioritize tickets based on urgency or customer importance, and customers had few self-service options.

Messy Data and Disconnected Systems: Poor data quality created duplicate records and incomplete customer profiles. Without a single system for tracking customer interactions across teams, and problems connecting Salesforce with HubSpot, getting a clear view of sales opportunities was difficult.

Too Much Manual Work: Tracking deals and forecasting revenue required constant manual effort, taking time away from activities that actually generate revenue. Customer onboarding wasn't automated, and the team often missed notifications about important sales activities.

TripleDart optimized Allara Global’s Lead Management, Automated Sales, and Enhanced Marketing and Customer Engagement

Building a Better Lead Management System: TripleDart created custom rules for grouping contacts and automated how leads get assigned. We built a scoring model that helped the sales team focus on the most promising opportunities.

Automating Sales Tasks: The team enhanced HubSpot CRM to show the sales pipeline in real time. We added scheduling tools that eliminated the annoying back-and-forth when setting up meetings.

Creating Marketing Automation That Works: TripleDart developed personalized email sequences that complied with GDPR requirements. We set up proper tracking so the marketing team could see which campaigns were working and which weren't.

Finding New Revenue in Existing Customers: The team created automatic triggers for renewals and upsells based on how customers were using the product. We built workflows to spot the perfect moments for cross-selling.

Making Partner Programs More Effective: TripleDart built a partner portal that made lead tracking simple. We automated commission calculations and partner communications to keep relationships strong.

Streamlining Support: The team automated how support tickets get routed based on the type of issue and customer. We implemented SLA tracking to keep response times consistent.

Cleaning Up Data: TripleDart conducted a thorough data cleanup to eliminate duplicate records. We unified how customer interactions get tracked across departments and automated data enrichment to keep records current.

Building Smart Workflows: The team developed a dashboard that showed real revenue information. We created workflows for customer onboarding to ensure a smooth experience after purchase.

Results

These solutions delivered significant improvements for Allara Global:

Better Lead Management

• Leads get responses 30% faster: Automated assignment ensures leads receive prompt attention, dramatically increasing engagement
• More leads become sales opportunities: Better segmentation and prioritization means more qualified opportunities enter the sales pipeline

More Efficient Sales Team

• Sales productivity up by 20%: Automation frees up the sales team to focus on closing deals instead of paperwork
• Higher win rates: Better pipeline visibility helps the team concentrate on deals they're most likely to win

Marketing That Delivers Results

• Email engagement increased by 15%: More relevant, personalized messaging gets more opens and clicks
• Smarter marketing spending: Data insights help cut ineffective campaigns and increase investment in what works

More Value from Current Customers

• Higher renewal rates: Timely reminders mean fewer customers slip away unintentionally
• Growing expansion revenue: Data helps identify the right moments for cross-selling and upselling

Stronger Partner Relationships

• Partners start selling faster: Streamlined processes cut the time from partner signup to first sale
• Partners perform better: Real-time dashboards show partners how they're doing

Customer Support That Works

• Problems get solved faster: Automated routing gets issues to the right team member quickly
• Happier customers: Self-service options let customers solve simple problems immediately

Clean, Connected Data

• 80% fewer duplicate records: Thorough data cleaning significantly improves accuracy
• Complete customer visibility: A unified view helps everyone make better decisions

Business Impact

The improvements in efficiency and effectiveness translated into tangible business results:

• Stronger revenue growth through improved conversion rates
• Higher marketing ROI with better campaign targeting
• Increased operational scalability through automation
• More efficient teams with reduced manual workload

Team Behind This Success

• JK - Co-founder and RevOps Leader
• Madhusree Pothineni - Analyst, RevOps

Through systematic process improvement and thoughtful automation, the partnership between TripleDart and Allara Global has created sustainable operational excellence, positioning Allara Global for continued growth in their industry.

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