Rav Messer achieves 15% increase in sales conversions

The company

Founded in 2006, Rav Messer Ltd. is a digital marketing solutions provider. The company focuses on an email marketing system for distributing materials via email, SMS, and push notifications. They also provide a suite of interconnected tools, including a landing page builder, a digital course distribution platform, and a CRM system.

Their vision is to empower businesses with a unified system for managing mass communication across channels, optimized for both computers and smartphones.

The process

Rav Messer operates on a software as a service (SaaS) model, where customers subscribe to access a suite of digital marketing tools, including email marketing, SMS marketing, and landing page creation. The integration between these tools ensures a seamless experience for users. The company focuses on customer success through personalized service and product innovation. Common processes include product development, marketing, sales, customer service, and financial management.

The challenge

These challenges risked inaccurate financial reporting and low team morale, leading to the search for a customized solution.

The solution

Rav Messer took a hybrid approach to app development, combining low-code and custom coding where necessary. They employed an iterative development process to build applications in stages, gathering user feedback for continuous improvement. The deployment took about three to four weeks.

The team built several applications to address their operational challenges, with the key applications being Sales Commission Calculator and Trial Accounts Scoring and Matched Pairs Experiment.

• Sales Commission Calculator: This app automated commission qualifications and calculations, incorporated a batch processing system to handle large data sets efficiently, and included key services such as:
  1. Commission Qualification Job: Checked whether deals qualified for commissions based on various deal types, run daily at 22:00
  2. Commission Calculation Job: Aggregated all commissions for the current month depending on the Commission Qualification Job, also run daily at 22:00
  3. Deal Deduction Flow: Triggered by cancellations or account closures to handle necessary deal deductions
• Trial Accounts Scoring and Matched Pairs Experiment: This app evaluated the potential value of trial accounts by assigning scores based on specific criteria. These scores were used as a base for a matched pairs experiment. By measuring the impact of outgoing calls on conversions by pairing accounts with similar scores, this app allowed for a clearer assessment of outreach effectiveness, helping refine sales strategies.

Benefits and ROI

• Increased revenue: Insights from the Trial Accounts Scoring and Matched Pairs Experiment app enabled Rav Messer to refine customer outreach strategies, leading to more effective sales efforts. The experiment of making outgoing calls to specific customers showed an estimated 15% increase in conversions, resulting in direct revenue growth.
• Better accountability: The Sales Commission Calculator ensured transparent and accurate commission calculations, holding both the sales and finance teams accountable. This system led to a 100% reduction in commission disputes.
• Process automation: In the Sales Commissions Calculator, tasks like Commission Qualification, Commission Calculation, and the Deal Deduction Flow were fully automated, saving time and minimizing human error. It also reduced the time spent across departments, cutting commission-related tasks by over 80%.
• Seamless integration: Integration with other Zoho apps connected sales, support, and customer data, giving Rav Messer real-time, accurate information while optimizing resources and reducing costs.
• Adaptive scalability: The batch processing system in the Sales Commissions Calculator enabled the efficient handling of large data volumes, ensuring smooth performance as data scaled with the business.

Looking forward

Moving forward, Rav Messer Ltd. plans to use Zoho Creator to enhance their existing processes by adding new features. They also plan to build project tracking and customer feedback systems and integrate Zoho Creator with other Zoho applications, such as Zoho CRM and Zoho Desk, to improve data flow.