How SumoQuote Hit a Consistent 33% Conversion Rate with Brandon Healey, VP of Sales & Marketing

The Stack

In this episode, Brandon Healey, VP of Sales & Marketing at SumoQuote, tells the story of SumoQuote's agile journey from a functional solution within a roofing company to a standalone SaaS success acquired by Job Nimbus.

Brandon dives deep into how SumoQuote, leveraging industry insights and strategic sales approaches, achieved an impressive 33% conversion rate from free trial to new customer. He sheds light on using the free trial model. He emphasizes the importance of critical metrics such as MQL input, demo attendance, and net revenue retention to assess growth and customer satisfaction.

Focusing on these quantitative indicators has allowed SumoQuote to perfect its market positioning and enhance product love, as evidenced by a high net promoter score.

Main Takeaways

• SumoQuote's free trial model is the cornerstone of its customer acquisition strategy, boasting an impressive 33% conversion rate to new customers.
• Key metrics like top-of-funnel MQLs, trial-to-customer conversion, demo attendance, and net revenue retention are crucial in assessing company growth and sales efficiency.
• Transitioning to Webflow empowered SumoQuote to elevate brand visibility and streamline partner page creation, leading to substantial year-over-year growth.
• Despite resource constraints, a sophisticated tech stack featuring Close CRM integration and Customer.io enabled their lean team to deploy robust automation and workflows.
• The acquisition by JobNimbus marks a strategic merger that propels SumoQuote towards greater industry dominance.

Tools Mentioned in this Episode

• SumoQuote
• Webflow
• Close CRM
• Customer.io
• Zapier
• Sparkpost
• Twilio
• SaasQuatch
• PartnerStack