Company:
PPRO (PPRO.com)
HQ:
London, UK
Operating Industry:
FinTech, PaymentsTech
Employee Count:
500+
Target Industries:
Payment Service Providers, Acquiring Banks, Global eCommerce Merchants
Target Personas:
Payments, Product, Treasury and Finance Leaders
Service Complexity:
High
Annual Contract Value:
$30k+
Sales Cycle Length:
6+ months
OVERVIEW
PPRO is a global payments technology company, headquartered in London, UK. It provides a comprehensive digital payments platform to global Payment Service Providers (PSPs) such as Stripe and PayPal, as well as major eCommerce merchants like Adobe.
When PPRO’s then Chief Commercial Officer (now CEO), joined the company, he initiated an overhaul of the company’s sales approach including sales training, identifying ways to bolster and drive more sales pipeline, and implementing new sales technologies. One of his goals was to double their sales capacity, but to do this he needed to increase the volume of new sales opportunities that were being generated.
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THE CHALLENGE
PPRO needed to quickly generate leads and opportunities that would start having a revenue impact in the upcoming financial year. PPRO’s CCO recognised that, at that stage, PPRO did not have the internal capabilities to build the sales development engine for generating sales pipeline themselves, within these tight timeframes.
The payments landscape is highly complex, and requires a sales partner with deep industry knowledge and experience to navigate this level of intricacy. PPRO wanted an external provider who understood financial technology, in particular payments tech, and who could quickly develop a sales engine and set up a fully-functioning SDR team. They decided on outsourcing SDR to Delta-v.
PARTNERING WITH PPRO
Delta-v’s engagement with PPRO involved a multi-faceted approach, starting with a set-up project. During the set-up project, Delta-v worked closely with PPRO’s commercial, product marketing, and partnerships teams to develop a tailored outbound sales playbook. This playbook defined the PPRO-specific strategy, targeting, messaging, and lead qualification requirements. Delta-v optimized PPRO’s existing sales engagement tooling (Outreach), as well as assigning and training dedicated SDRs on PPRO’s specific playbook.
To generate the target account list, Delta-v’s Data Operations team mapped all PSPs licensed in Europe by sourcing data from various European regulators’ online directories. The outbound campaign was launched in September, to align with the end of the summer holiday period. SDRs employed a well-researched, account-based approach, targeting multiple personas within each target account. In line with the multi-faceted approach, outreach was conducted via phone, email, and LinkedIn.
RESULTS
The collaboration between PPRO and Delta-v yielded significant results, quickly demonstrating the effectiveness of the SDR team provided by Delta-v. In the first week of outbound efforts, both SDRs booked their first meetings for PPRO. During the initial three-month ramp-up period, the SDRs achieved 250% of their benchmarked targets, with one SDR booking 23 meetings in a single month. From September to December, the team of two SDRs booked a total of 99 meetings.
Over time, the SDRs consistently exceeded their benchmarked targets. PPRO leveraged their Delta-v SDR team to run outbound campaigns across Europe and the USA, targeting PSPs and major eCommerce merchants. These campaigns also generated market intel and data used to refine PPRO’s strategy around the targeting and messaging for various propositions.
The partnership with Delta-v has allowed PPRO to quickly implement an effective sales development engine, significantly boosting their sales pipeline and achieving success in a short period. The results not only supported the initial goal of filling the sales pipeline but also provided a solid foundation for scaling their broader sales team, supporting PPRO’s growth in the competitive payments technology market.
Rapid results
Both team members booked meetings with decision makers at target accounts in the first week of doing outbound.
International reach
Meetings were generated across Europe, LATAM, and North America.
Targets exceeded
Over the initial 3 month ramp up period, SDRs achieved 250% of their benchmarked targets, and continued to consistently exceed targets.
Strategic insights
The team generated data used for refining the targeting messaging for PPRO’s propositions.
Sustained pipeline
The team ran outbound campaigns across Europe and the USA, booking 99 meetings in the initial 4 months.
High performance SDRs
One team member booked 23 meetings with decision makers with payments, product and finance leaders in a single month.
Enterprise software companies who trust us for European expansion
”"By partnering with Delta-v, we were able to rapidly transform our sales approach and significantly boost our pipeline. Their expertise in the FinTech sector and their ability to deliver immediate results have been instrumental in driving our growth and solidifying our position in the competitive payments market."
Eelco DettingmeijerChief Commercial Officer, PPRO
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