In early 2014, Socrata, the leading provider of Open Data platforms for local government institutions, was growing at a rapid clip and beginning to execute an ambitious sales and marketing plan to meet rising customer demand. Naturally, that plan called for investment in additional sales and marketing headcount throughout the United States, but the last thing the Seattle-based business wanted to do was allocate those resources haphazardly.
They knew this required re-thinking their territory prioritization process and marketing allocation plan, and they knew if they got it right, the adjustments would accelerate their customer acquisition process.
“It was pretty obvious that there was something going on in certain markets that gave us stronger traction,” says Socrata Senior Vice President of Sales and Marketing, Bill Lawler. “But it wasn’t clear how we should go about prioritizing those markets and amplifying our presence in the regions with the largest opportunities.”