World's leading testing platform revolutionizes scalability with Zoho CRM

Key results:

• Time saved:40%

The company

LambdaTest is a leading cross-browser testing platform that provides a comprehensive ecosystem for developers to streamline their testing processes. With a registered office in the US and multiple offices in India, LambdaTest boasts a global presence, catering to diverse markets with agility and accessibility. Their platform empowers developers to test their web applications across various browsers and devices efficiently, thereby enhancing product quality and accelerating time to market. LambdaTest's dedication to innovation and customer satisfaction solidifies its position as a trusted partner in the software testing landscape.

What sets LambdaTest apart is its unwavering commitment to exceptional support and robust infrastructure, ensuring seamless testing experiences. 

The challenge

During its early days, the teams at LambdaTest used Salesforce for their sales management, but weren't satisfied with it, as manually updating records and managing the inbound flow of leads was a huge hassle. From Salesforce, the company switched to Freshsales, but still weren't satisfied with its APIs.

The company looked for a solution that could solve two of their biggest challenges: avoiding the duplication of records and managing multiple sources of data. Suraj Kumar, Senior Sales Operations and Strategy Manager and a founding team member at LambdaTest, played a key role in evaluating these CRM tools, and ultimately chose Zoho CRM for its flexibility. With its automation and its very own scripting language, Deluge, Zoho CRM resolved the challenges that Salesforce and Freshsales couldn't.

The solution

Getting started with Zoho CRM

LambdaTest found Zoho CRM's implementation process to be incredibly easy, and had its first phase ready in a span of only two months with help from Zoho CRM's support team and resources available online.

At LambdaTest, various teams use Zoho CRM for different purposes, as the company has customized the system so that every team can use it to manage their tasks.

Streamlining lead management and campaign analysis

LambdaTest generates leads from multiple sources and captures them in the Zoho CRM system. Leads are automatically assigned to sales agents based on the lead source and qualified through integrations with telephony systems like JustCall and PhoneBurner.

The marketing team uses Zoho CRM to execute strategic campaigns, track leads generated from various marketing activities, and manage events and webinars through the Campaigns module. This module enables them to analyze the ROI of each campaign, providing valuable insights into the effectiveness of their efforts.

Harnessing the power of workflow automation

The LambdaTest team has developed a custom automation system in Zoho CRM to streamline their business processes using over 1,500 lines of code. For example, they've customized lead assignments to ensure efficiency, with the system allocating them among three sales agents, where the administrator can designate percentages for each agent, such as 5% to one, 5% to another, and 90% to the third. This flexibility ensures seamless and error-free lead assignment, meeting the business's diverse needs. The team has also set up over 70 workflow automation rules to boost productivity alongside its extensive lead assignment customization.

Pushing boundaries with Deluge

As one of the key people customizing Zoho CRM, Suraj's favorite feature is easily Deluge. When they started defining processes in Zoho CRM, the team identified unique needs that they were only able to solve through custom code. For instance, with Deluge scripting, they could send alerts to Slack for various activities across multiple modules.

Each team has a different feature they leverage: Sales managers use dashboards and reports and track their KPIs; the C-suite is a fan of the system's simplicity, attributing much of the tool's adoption to its user-friendly and intuitive UI. Starting with just one user in 2019, the company has since expanded to over 100 users, largely due to the ease of navigation and usability of the platform.

Ensuring smooth data flow with seamless integrations

Impressed with Zoho CRM, LambdaTest also started optimizing other Zoho solutions like Zoho Desk and Zoho SalesIQ. This trio is responsible for creating a huge business impact on the company.

With the integration between SalesIQ and Zoho CRM, team members can identify which users are visiting the pricing or payment pages. This enables them to monitor user activity directly via widgets in Zoho CRM. With the report readily available within the CRM, they can promptly engage with users who are exploring products. For instance, if the target audience includes HyperExecute users—one of LambdaTest's most popular products—the system can proactively engage with them.

By integrating Zoho CRM with Zoho Desk, the support team can check on deals and other records so that they can reach out to the customer and help them accordingly. Account managers can also check tickets associated with an account within Zoho CRM, avoiding unnecessary screen-switching and enabling quick work in the same tool.

By integrating Zoho CRM with these tools, users gain a comprehensive 360-degree view of their leads and customers, including insights into the pages they've visited and the number of tickets they've raised, among other pertinent details. This enables smooth cross collaboration between different teams.

Benefits

With Zoho CRM in place, the team has achieved notable improvements in forecasting their funnels and gained insights into their revenue generation.