How DocSales found hidden churn by splitting customers into cohorts, mapped journeys, and aligned every team on shared KPIs
Mauricio Kigiela · Docsales
Published September 1, 2022Mauricio Kigiela, CEO and Founder of Docsales shares:
- Why we hit a revenue ceiling
- How to create a 360° view of the revenue leak
- Their Global Goals & KPIs
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Mauricio Kigiela explains how DocSales used process visibility, customer journeys, cohort-aware metrics, and cross-functional ownership to improve sales and retention decisions.
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“because we we had to focus on Brazil and since May we are focusing on the U.S market so over the next 20 minutes I'm gonna discuss a problem that we face it on Doc sales about a year ago so basically what happened was I thought my business was not scalable we were growing actually we were selling but we are not growing our growth rate was flat during”
“make your your life harder after that and you should take care about what people think about the company so people care usually about their goals about their objectives if they are making money or not but they don't are as soon as you have like a very aligned culture in the company people would care just about themselves and not about the others or other departments so when we take a deeper look on all”
“times which means 45 months we spend the first four months to pay the acquisition and then 40 months to make money with that which is really good and the churn in average 1.4 percent per month but when we take a deeper look now we separated all the accountants by group of users all their content with one or two users have just”
“we're not going to able to sell to all of B2B companies in the US it's a little bit different but for for larger accounts we need ACH if I'm just doing credit card probably I'm gonna lose those custom those customers you know so and to solve the problem what we did was to first map all the processes all the journeys of our customer”
“so if sales department hit that there goes but the company doesn't hit other goals they don't get the bonus so everyone now is concerned about what's going on with the company I don't mind if they are selling more or less than 5K I'm concerned about the 15 of growth because it doesn't matter from where at the first moment it doesn't matter for from where is is is coming the money if”
“DocSales Revenue Growth 2021 = 373K 2022 = 1.34M”
“ARPU has Doubled in Less Than A Year… ARPU’s More Than Doubled We triple our customer base within 1 year and doubled ARPU (from $30 to $61)”
“Second Step: Deeply understand all Revenue leakage. Churn Analysis Overall Churn rate is not the most important KPI to follow on a SaaS Business. Understand why your customers are churning. Churn can be predicted by customer behavior several months before it really happens. Don't look at churn, instead, look at Revenue Leakage. Head in the Oven, Feet in the Fridge: The Avg Temperature is Perfect!”
“What RevOps Really Is What if we could have dynamic vision of the whole customer journey - not just static pictures from different steps of the journey? Sales Marketing CustomerSuccess Product People Process Tech Stack Information Intelligence RevOps”
“Docsales Matrix Organizational Structure 2,000 trial accounts per month 30% "big" leads (high score) CAC < 6x MRR New MRR > $5K Onboard in <7 days At least 20 reviews 80%+ Engagement after 30 days 1 new feature per month CEO → RevOps Owner + Product Owner GOALS MARKETING(HC:2 + MKT Agency $12K) SALES(HC:6 $20K) CS(HC:4 $15K) PRODUCT(HC:1 $0K) -> CEO MRR GROWTH RATE > 15% per month CHURN RATE < 2% per month”
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Mauricio Kigiela is the Founder and CEO of DocSales, a leading CPQ (Configure Price Quote) SaaS platform empowering sales teams to streamline quotation, agreement, and proposal processes. Mauricio is known for helping businesses innovate and create impactful solutions. Under his leadership, DocSales has emerged as a prominent player in the B2B sales software landscape, revolutionizing how organizations approach sales processes.
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Mauricio Kigiela CEO, Founder of Docsales Founder500, Sept 2022 How RevOps doubled our MRR in 3 mo.
Context We started DocSales in Jan'20 Our idea was to be "international-first" Covid-19 pandemic made us change our plans. We focused in the Brazilian market till May'22 Made in Brazil
Over the next 20 minutes: We hit revenue ceiling I’m going to show you OUR PROBLEM ASSESSMENT ACTIONS High Churn Rate Our KPIs showed we were doing good Break Customer KPIs into cohorts Create a 360° view of the revenue leak DocSales findings Global Goals & KPIs Align all departments RevOps: Does it worth?
DocSales Revenue Growth 2021 = 373K 2022 = 1.34M
Let’s Start With the Problem New Sales - Churn = FLAT GROWTH RATE I’m going to show you IS DOCSALES SCALABLE? CHURN KPIs Many reasons for low retention …but sales goals were hit… Revenue leakage is invisible at first sight
Growth Rate Became Stagnant, but… ARPU’s More Than Doubled
ARPU has Doubled in Less Than A Year… ARPU’s More Than Doubled We triple our customer base within 1 year and doubled ARPU (from $30 to $61)
We Tripled The Number of Paying Customers From 289 to 889 Paying Customers
…Churn Rate was at a very reasonable rate
Investor Report - Sep-Oct'21
Investor Report - Sep-Oct'21
We thought we knew the problem. We thought we knew how to fix it. But in reality, we didn't have a clue!
Let’s jump in to ASSESSMENT What is it? Is it for you? I’m going to show you REVOPS 360° VIEW A REAL CASE KPIs for each of Revenue source Customers analysis What we figured out analyzing our numbers
First Step: Deeply understand your customers Assessment by Industry: "Accountants" DocSales: Q1 & Q2'2022
Let's Drill Down the Group of Accountants Deep understanding of customer by group (industry, size, etc) DocSales: Q1 & Q2'2022
Second Step: Deeply understand all Revenue leakage. Churn Analysis Overall Churn rate is not the most important KPI to follow on a SaaS Business. Understand why your customers are churning. Churn can be predicted by customer behavior several months before it really happens. Don't look at churn, instead, look at Revenue Leakage. Head in the Oven, Feet in the Fridge: The Avg Temperature is Perfect!
Even Small Companies Have High Complexity Generate KPIs since day 1 Avoid controls in Spreadsheets (they don't generate KPIs) Start selling to 1 persona and 1 ICP People care about what directly impacts themselves, not others. There is a chasm between departments
Let’s Jump in to Solution Understand the Sales Enablement Processes Choose a definitive tech stack I’m going to show you WHERE TO START GOALS ORG STRUCTURE Global Goals Global KPIs RevOps Owner Matrix People & Culture
Do you know whatRevenue Operations (RevOps) is? Raise your hand
Have You Implemented It? Raise your hand
Did it help a little? Raise your hand Did it help a lot?
What RevOps Really Is What if we could have dynamic vision of the whole customer journey - not just static pictures from different steps of the journey? Sales Marketing CustomerSuccess Product People Process Tech Stack Information Intelligence RevOps
What are the customer journeys (processes)? Sales Upgrade / downgrade Suspension / reactivation due to delinquency Churn Sales Enablement What happens on each of the journeys? Is there a standard procedure? What systems controls them? Who is involved?
Tech Stack Definition Logos show DocSales choice Marketing Automation Platform CRM(sales) Quoting and Contract Automation Customer Success Ticket System Invoicing & Billing Analytics(PLG) KPIs Dashboards
Global Goals + Global KPIs Who are our best customers? Are new customers the ones with lower churn and higher LTV? Are new features we are working on a good fit for our best customers? Bridge the chasm between departments
Docsales Matrix Organizational Structure 2,000 trial accounts per month 30% "big" leads (high score) CAC < 6x MRR New MRR > $5K Onboard in <7 days At least 20 reviews 80%+ Engagement after 30 days 1 new feature per month CEO → RevOps Owner + Product Owner GOALS MARKETING(HC:2 + MKT Agency $12K) SALES(HC:6 $20K) CS(HC:4 $15K) PRODUCT(HC:1 $0K) -> CEO MRR GROWTH RATE > 15% per month CHURN RATE < 2% per month
When is the right time to implement it? Generally, it is after Product-Market-Fit When is time to start planning? Start thinking about RevOps from day 1. For example, this will affect decisions about tech stacks Is RevOps for You? Founder500 | July 2022 | Nathan Latka Team Meeting in Jan'22 RevOps is a mindset, a mindset is about corporate culture, and culture takes time.
Over the last 20 minutes: We hit revenue ceiling I showed you OUR PROBLEM ASSESSMENT ACTIONS High Churn Rate Our KPIs showed we were doing good Break Customer KPIs into cohorts Create a 360° view of the revenue leak DocSales findings Global Goals & KPIs Align all departments RevOps: Does it worth?
September 2022 Mauricio Kigiela CEO, Founder of Docsales
