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Welcome to this Growth Engineer challenge! We will ask you to complete the following exercise as part of our interview process. It aims at assessing your technical proficiency and knowledge in organizational growth. This will take the form of a business case, and should not take more than 2h of your time.
You can send us the result as a simple document via email, or any format you fancy.
This document is made to provide you with relevant information that you might need to conduct this business case. It is organized in the following fashion:
- Pretext
- Day in the life of a Sales Rep
- Pain points for Sales Reps
- Surfe’s features
- SWOT analysis
- Surfe’s Mission
- Surfe’s Vision
- The challenge
Pretext
CRM stands for Customer Relationship Management. As the name suggests, CRM software is a system for managing your relationships with customers.
CRM software helps organisations keep track of customer and prospect interactions, data, and notes in a central database, accessible to multiple users.
Sales representatives often find it tedious to manually enter data into their CRM, as most of their interactions occur outside of the system. To address this issue, Surfe was created to reduce the burden of manual data entry while ensuring the accuracy, relevance, and timeliness of the data in the CRM.
Surfe's features are designed to address the challenges that sales reps face in their daily CRM interactions. No more pain – just smooth sailing 🏄♂️
Pain points for sales reps
- No insights into LinkedIn and social media activities.
- Inaccurate and incomplete CRM data.
- Excessive copying and pasting.
- Reaching out to the same contacts twice.
- A cumbersome and complicated tool stack.
Features offered by Surfe to tackle the above pain points
(You can expand each section)
Add to CRM
When visiting a profile page on LinkedIn, Surfe enables users to transfer contact information from LinkedIn directly to their CRM, eliminating the need for manual copy-and-paste and reducing the risk of errors.
Once a contact is added, the ability to enrich email addresses is available from the "Find Email Information" button. Surfe will send the required data to an email enrichment tool, retrieve the response automatically, and add it to the user's CRM.
CRM Fields integration
Surfe allows you to change CRM fields from LinkedIn, which ensures that all changes are synchronized with your CRM. You can choose which fields to include or exclude and fill them in directly from a person's profile.
Deals & Deals Pipeline View
Deals are sales opportunities that are associated with contacts in your CRM. When a potential customer shows interest, create a "Deal" to close the sale. Surfe provides a way to log and record Deals directly from LinkedIn, making deal creation and management easier.
The Deals Pipeline View offers a single view of all deals at once.
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Tasks
As a Sales Representative, it is important to keep track of tasks throughout the day. Surfe makes this easier by allowing tasks to be taken from LinkedIn and entered into the CRM.
Notes
Taking notes is a necessary task for sales representatives. Surfe offers the ability to take notes from LinkedIn and save them in the CRM. Additionally, Surfe provides templates to facilitate the note taking process.
Contact Updates
Surfe's contact update feature ensures the CRM database is always up-to-date by identifying job and company changes at the contact level.
Message Sync
When you click Sync Messages, all conversations will be linked to your CRM. This button will only appear at the bottom of the conversation panel if a contact is already present in your CRM.
List Export
LinkedIn's SalesNavigator provides a solution for sales teams to identify their target audience using over 15 search filters. Surfe operates in a similar manner on SalesNavigator as it does on LinkedIn, but with the additional advantage of being able to export lists with only one click.
Smart Templates
Surfe's Smart Template Feature facilitates prospecting on LinkedIn by allowing users to create, reuse, and share message templates with their team. Templates can be quickly inserted into any conversation and the feature will identify the template with the highest reply rate and recommend it, assisting the team in closing more sales.
Notifications
Notifications are messages that appear on the side panel. They enable us to communicate with our users about events that have occurred, are occurring, or will occur.
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Sales reps want to follow up with prospects beyond LinkedIn via email. That's why Surfe integrates with Sales enablement tools like Salesloft and Outreach, allowing them to add contacts to email sequences directly from LinkedIn.
SWOT analysis
Strengths
• 2 way sync between LinkedIn and 4 CRMs
• Prevent double contacting
• Quick onboarding and Intuitive user interface/ ease of use
• Combining enrichment tools to have best results
• GDPR compliant and ISO certified | Opportunities
• Have access to your CRM from every website
• Target enterprise companies
• Expand to more CRMs
|
Weakness
• No automation
• Functions only on LinkedIn (for now) | Threats
• Competition from full automation tools
• LinkedIn rules and guidelines |
Mission
Surfe makes it easy to add leads and increase productivity by bringing CRM features to the forefront of your favorite sales tools and platforms (e.g. LinkedIn). This helps revenue teams minimize admin, maximize productivity, and make more sales.
Vision
Surfe is making outbound work, helping sales teams prospecting, finding contact details and nurturing their leads, right from where sales happen, LinkedIn.
What is a no-no for us?
We have no intention of becoming another LinkedIn message automation tool. This decision is based on LinkedIn's rules and regulations, which is to ban users who use automation tools.
Challenges to tackle
Your goal is to help build Surfe’s formula for growth, focusing on lead generation to fill the Self-Service & Sales pipelines.
Motto: Target the right companies with the right message at the right time
1️⃣ Sourcing
One of your mission will be to identify/source companies which fit our ICP and move them down the funnel towards self-service or to fill the Sales team’s pipeline.
🎯 Goal - Let’s say we want to target 200 companies that fit the following criteria:
- HQ Country: France - Germany
- Company size: 100-1000 employees
- Having a sales department of 15+ people
- The company’s product or service is quite “expensive”, justifying using Surfe for their sales team
- How would you find them? (share 10 examples of companies)
Please describe your process and tools
- Within those organizations, which individuals would you target? How would you find them?
Please describe your process and tools
- What key information would you import into our data stack?
Share some examples on the company & contact level
📌 Note: we're not asking you to provide those 200 companies - we ask you to describe the process.
2️⃣ Buying intents
We would like to use buyer intents like “new sales recently hired” to identify companies that are more likely to buy our solution. These intents/signals are also a way to improve outreach personalization as they can give us useful information on a company.
🎯 Goal - Are you able to find 2-3 other intent/signals we could use to source good leads?
For each one, describe why it’s interesting to (i) identify relevant companies and (ii) personalize your outreach messages.
3️⃣ Lead Gen experiments
Describe some key experiments (outbound/inbound) you would run in the first few months in Surfe, based on the provided context and previous answers. We’ll discuss them in the technical interview.
Useful resources
Sales deck