How Gymlib wins 18% more deals with Katalyz.

The problem: When champions are not sufficiently empowered to make you reach the decision maker

As many companies with an outbound strategy, Gymlib relies on a MEDDICC approach. All sales cycles then start with the same step: finding the right “champion” (or “sponsor”) within the targeted company, ie. the advocate of the solution who will eventually lead you to the decision maker.

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In the case of Gymlib, identifying the champion is not that hard. The value proposition is extremely appealing for employees (premium sports at an affordable price), and sports is one of the most practiced leisure activities in France. Many employees are keen to promote Gymlib internally.

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The problem lies in identifying the best sponsor and, more importantly, empowering him to give you access to the decision maker.

• First, HR departments (which are Gymlib main stakeholders) have been largely targeted by new solutions these past few years (HRIS, remote work, mental health, etc.) and are consequently often overwhelmed with new projects.
• Second, Gymlib value proposition is sometimes seen as a “nice-to-have”, so that it is difficult to drive deals efficiently, leading to stalled discussions with no clear timeline
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Where exactly is their champion failing? Most of the time, it is when he tries to convince his decision maker to get involved in the discussion.

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Why? Because he does not manage to clearly state the value proposition and the benefits for the company. And moreover, because he will focus on the benefits he values (offering employees an access to an amazing sports offer, giving a fair compensation for increasing results, etc.), which are often not exactly the ones the decision maker values (increasing employee retention rate, replacing the existing over-expensive internal gym, etc.). In a few minutes, all the efforts account executives have put into their deal can vanish. The secret is to keep control of a simple, crystal-clear narrative tailored for decision-makers (in the case of Gymlib, for CHRO, VP HR or HR Managers).

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But how to do that?

The solution: Equip your champion with a hyper-personalized dealroom

Most account executives manage their deals with their CRM, email loops and powerpoint presentations. The most experienced ones know that it is essential that their champions take ownership of the materials they send them, to make them more impactful internally: it is common practice to collaborate on a shared document, to plan training sessions, or even to insist on being in the room when the project is discussed.

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But, despite all these efforts, it remains that the champion will not exactly do things as you expect. And that is a huge risk you put on your deal.

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What is the solution?To answer this question, put yourself in your champions’ shoes. What does he want?Of course he wants to see the project succeed (otherwise it would not be a champion) but at a minimum cost and risk (because this project often goes beyond his direct KPIs): it means you must provide him with ready-to-use materials.

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Another issue is that he is necessarily biased by his position, which is different from the decision-maker: it means you need to provide him with exec-ready materials.

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This is why Gymlib started using Katalyz. Once their champion is identified, account executives send him a simple link to an online space dedicated to their ongoing deal: a dealroom.

• This dealroom centralizes everything related to the deal (presentations, next steps, messages, etc.) and is clearly structured to state the exact message they want to convey internally. Instead of (poorly) pitching Gymlib in front of his decision makers, the champion is driven to invite his decision makers to the dealroom. Which he will do because it requires a simple click from him.
• With this dealroom, account executives can also dynamically adapt the content throughout the deal process depending on their stakeholders, so that the decision maker will only focus on what is essential for him: in a glance he will understand the benefits of Gymlib, and will have a 360° view of the deal progress (especially to check that the right people on his side have been involved).

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“With Katalyz, I quickly share materials, saving time on presentations, and ensure direct communication with decision-makers. Prospects value the clarity it adds to our discussions It is a win-win solution, and that is why it is so powerful!”

Arnaud de Silvestre, Account Executive @Gymlib

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And, cherry on the cake, account executives have access to detailed analytics about their stakeholders engagement: they know exactly when the decision maker logged into the dealroom, what he did, the time he spent on a key resource, etc. So that they are always one step ahead in the discussion.

The outcome: Increase your closing rate by accessing the decision-maker faster

With Katalyz, account executives at Gymlib can now leverage their sponsors way more efficiently:

• They manage to stay top-of-mind throughout the deal process, by updating the dealroom to reflect the deal progress while keeping the whole context, avoiding their champions getting cold feet.
• They have quicker access to the decision maker, control the narrative and can easily draw his attention to the right benefits.
• They better understand the deal dynamics with detailed analytics and can adapt their next steps consequently.

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This way, they have access to the decision-maker more rapidly and more efficiently. And when it is a dead end, they know it and they can drop the deal immediately.As a result, Gymlib account execs have seen their closing rate increase by 18% over the last 6 months.

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“With Katalyz, the decision-maker is really in the loop for every opportunity.”

Jennifer Sitruk, Head of Sales @Gymlib