“An internal solution is great if you have one template with no variation - basically just one story for all customers. But if you have anything beyond that, then you need a tool like Matik." - Sara Bonanno, Revenue Operations

Challenge

Zapier, an AI orchestration platform, empowers users to automate and streamline workflows without coding. To help customers realize the full potential of the tool, the Zapier sales & customer success teams regularly share Account Reviews to show the customer how they are currently using Zapier, what additional use cases they should explore, and pricing recommendations.

While these decks were instrumental in upselling and expanding customer relationships, they required significant time to create. This led to reps needing to put blocks on their calendars for prep time, which then led to customers not being able to book meetings with the reps for a few weeks out because of lack of calendar availability.

To solve this problem, Sara Bonnano from Zapier’s Revenue Operations team, created an internal solution. Thanks to Zapier’s own powerful automation platform, the RevOps team was able to quickly stand up a solution consolidating all the customer information that was spread out in various tools and generating Google Slides decks. But as the desired use cases grew and personalization became more critical to Zapier’s success, Sara needed a purpose-built tool that could scale faster than internal resources allowed. 

• Maintenance of the internal tool required Sara to invest a couple hours a week, just for troubleshooting. 
• Updating data involved a complex and time-consuming process.
• Onboarding a new template required the same level of effort as onboarding the first template.
• Ongoing enhancements were frequently requested, but Sara lacked the bandwidth to implement them

“At the end of the day, we needed our internal solution to support more than just a single use case. Different teams use Zapier in different ways, yet we were limited to telling just one story. Scaling to support multiple use cases would have required a full-time role, and I needed to allocate my time to high-impact projects, not ongoing deck maintenance. ” - Sara Bonanno, Revenue Operations

Solution

Given that the Zapier team was prioritizing automating personalized stories for different customer segments, Sara explored various tools to streamline the process. Ultimately she chose Matik above all others because of the way it was able to easily integrate with data. It also wouldn’t require significant effort on Sara’s part to maintain, which meant saving valuable rev ops team time.

Sara implemented Matik in 12 business days. “It was so breezy for me. I feel it was self-explanatory the way you set it up.”

Impact

As a result of implementing Matik, Zapier saw the following impact:

Less time spent on maintenance. Sara went from spending a couple hours a week on troubleshooting with the internal solution to “almost no time at all” with Matik.

Onboarding a new template takes just a day. Zapier went from automating two templates with its internal solution to automating 7 with Matik. Sara explained, “It’s pretty quick to build new templates now that we have a lot of that data we use set up in Matik. Onboarding a new template takes just a day, versus a week or two with our old tool.”

Increased touchpoints per account. Zapier was now able to provide more data-driven content to each customer to better help them realize value with their tool.

Automated recommendations. Beyond automating tables and charts, Matik also enables the sales and customer success teams to automate personalized recommendations (e.g., suggested plan upgrades). This allows reps to take a more consultative approach and tell a compelling, cohesive customer story.

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