TopLine Results is delighted to celebrate its 25th anniversary this year. As we reflect on what helped us along our journey, we can identify a few processes that contributed to our success. We share these tips in hopes that they will be helpful for you and your organization as well.
1. Select and use a sales database
Right from the beginning, Fred Varin, our founder, started tracking his prospects and leads in Act! He had previously used that contact management system when he was selling research instrumentation as a manufacturer’s rep. He loved how it helped him stay organized and wanted to share his experience, so he became certified as an Act! consultant. He grew the business by using Act! to track his leads, accounts, contacts, and activities.
Over time, as TopLine grew, we left Act! and used other databases that we thought would better suit our needs. We transitioned from a contact management system to a true CRM. We didn’t stop there; we migrated to new CRMs when we felt they offered better options and, quite frankly, to test and learn new software before we rolled it out to customers. I wish I could say the transition was painless, but changing systems always came with challenges. However, we got stronger and more capable with each move. Eventually, we settled on Microsoft Dynamics CRM in an environment we hosted ourselves, and then we ultimately upgraded to Microsoft Dynamics 365 for Sales, which is in the cloud.
When new people join our team, learning how to use our CRM is one of the first things we teach them because it is so core to our business.
2. Find your differentiator and lean in
When the business was created in Plano, Texas, Fred was one of a couple of dozen Act! certified consultants (ACC) in the Dallas-Fort Worth metroplex. When he moved to Wisconsin and was one of only two ACCs in the entire state, he was able to capitalize on the “virgin” market and his unique role in it. He then became a top sales rep for Act! for nearly a decade.
Over time, we offered multiple CRMs simultaneously, which became another differentiator. Most of our competitors picked one platform and focused their sales on only one database. We wanted to offer more than one platform so we could guide our clients to the system that best met their needs.
Later, we added digital marketing services to the mix because we know how important it is for sales and marketing to work together in full alignment. We started by integrating sales and marketing systems and streamlining processes between the two departments. We also added marketing analytics capabilities. TopLine offers unique, data-driven technical marketing capabilities, because we wanted to differentiate ourselves from most marketing agencies.
We continue to differentiate ourselves from others by filling gaps and offering solutions that are unique in our market.
3. Innovate and create value through intellectual property (IP)
In the early 2000s, Fred and his small team realized they could fill a gap in the Act! space by building an add-on product that provided a graphical dashboard capability to the Act! system, which at the time only offered alphanumeric tabular reports. This and other Act! add-on products developed by TopLine consultants provided a whole new revenue stream and strengthened the core Act! business. Copies of this software were sold all over the world via a web-based e-store before online buying was mainstream.
More recently, we identified a gap in integration capabilities between different CRM platforms and digital marketing systems. We had some customers with Dynamics 365 for Sales, while the marketing team used HubSpot Marketing Hub. We were constantly being asked to fix their broken integration tool, so we decided to develop one ourselves. I am delighted to share that SymphonySync™ is now listed on the Microsoft application marketplace as well as the HubSpot marketplace. We also offer an integration tool for Microsoft D365 and Constant Contact.
Innovation has provided great benefits in terms of revenue, but a side benefit has been the professional challenge and excitement it offers our team members as they get to hone their creative muscle while they build something from scratch and learn how to commercialize it. The reward of a successful product launch is priceless!
4. Reinvent yourself as needed
As a former Kodak employee, I know all too well how important it is to not only innovate but also evolve with the market. TopLine Results has evolved from a single platform to multiple platforms. We used to have only one line of business, and now we offer three: CRM, digital marketing, and process consulting.
All our products used to be on-premise, so when some clients didn’t have the skills to support their own IT needs, we began offering hosting services. We grew that business until it became a core part of our revenue base.
As COVID was unfolding, we knew we needed to offer some cost-effective options for clients who would be faced with a financial downturn. We developed managed service plans that combined software and services so that clients could invest in a system that came with a known monthly price tag regardless of their CRM development and implementation needs.
We used to focus only on CRM for sales, but during COVID, we applied our Microsoft Dynamics CRM and Power Platform skills to more operational challenges, including helping with specific requests that addressed COVID needs.
And, of course, along the way, we have added new lines of business and system integration expertise that have helped us add new revenue streams.
5. Invest in the tools needed to keep your team productive
Over half of our clients are outside of Wisconsin, so we have been honing our skills for remote work for a couple of decades. Consequently, when COVID hit, we were well positioned to continue working without much, if any, impact. We opted for Microsoft Teams over Zoom and have been happy with our decision. Its capabilities continue to evolve and improve.
Computer monitors are inexpensive, so we ensure all team members have multiple monitors. Most of us routinely use three. We see this as a small investment to manage our technical work. This includes our home offices!
Lead generation tools are helpful in targeting an audience that fits our ideal customer profile. We spent a few months evaluating several before making the investment in our platform of choice. Each year, we have seen a positive payback on this important sales investment.
6. Listen to your team and keep them engaged
When our team was smaller, it was easy to make sure everyone had a voice. As our team grew, we started using more formal tools to solicit input, including an annual SWOT (strengths, weaknesses, opportunities, and threats) survey before developing our business plan. Their input has been valuable in both large and small decisions.
We also created a committee to focus on employee engagement, so we make sure to add some fun to our work life. The team continues to evolve, but this year have planned monthly events that include quarterly community service, professional development, and fun social activities together. These have been great opportunities to get to know each other on a deeper level than would have otherwise occurred in a normal workday. This is a small investment with a big pay-off!
7. Focus on meeting or exceeding customer expectations
We simply could not have lasted 25 years without some wonderful customers! We have aimed to consistently meet or exceed their expectations. While we have not been 100% successful in this regard, we have many loyal customers who have been with us for well over a decade. This is due to our responsiveness, creativity, and dedication to excellence. We strive to continually improve and have used customer satisfaction and customer loyalty (NPS) surveys to track our progress. We take the feedback from these tools seriously and update our processes and procedures to refine our services.
I would like to take this opportunity to thank our clients for their dedication, loyalty, support, and timely payment! 😊
If you are in search of a flexible, talented, and innovative team of experts in CRM, digital marketing integration, or RevOps process consulting, consider us. We can help with Microsoft Dynamics 365 for Sales, D365 Service, D365 Customer Insights, Zoho CRM and marketing, HubSpot for sales and marketing, or any number of other digital marketing platforms (Click, Contant Contact, MailChimp, Google Analytics, etc.) Please give us a call at 800-880-1960 or reach out to info@toplineresults.com . We would be delighted to assist you on your journey to and beyond 25 years!
And if you are able, consider joining us on September 10th for our official 25th anniversary celebration. The registration link is here. Cheers!
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