The Challenge: The Enterprise Buying Process
As a fast-growing startup selling an AI solution into enterprise organizations, Tribble faced friction in their sales process, especially when it came to shepherding a deal through the enterprise procurement process. On the face of it, Tribble often found itself in a strong position with a great product, great team and enthusiastic buyer champions — but the enterprise buying process is too often fraught with pitfalls and Tribble encountered several challenges:
- Document Management Complexity: Tribble's existing sales process involved manually generating order forms, packaging them with Master Service Agreements (MSAs) and Data Processing Addendums (DPAs), and sending versions to customers. Managing documents as well as edits was difficult for both Tribble and its prospective customers.
- Excessive Back-and-Forth: The manual process invited extensive edits, resulting in days or weeks of back-and-forth communications before reaching final agreements.
- Extended Procurement Timelines: The traditional approach meant deals could only close in a given month if they typically entered procurement during the first week of that month. This slowed down deal velocity and also exposed deals to additional risk.
- AI-Specific Questions: As an AI platform, Tribble faced additional scrutiny regarding data handling, large language model usage, and security. Documentation and clear communication was imperative to building trust with legal, procurement, and other teams within a new customer organization.
- Pricing Model Flexibility: The evolving nature of AI product pricing required a system that could adapt to different pricing approaches. The marketplace for AI tools is evolving at a rapid pace and Tribble needed to show adaptability while still presenting a regimented and organized sales process.
"Without Salesbricks, we would generate an order form for a customer. We would manually package that up with the MSA. We would then attach the DPA. We would send a draft version of that to the customer... You're almost inviting edits. You get the edits back. You go back and forth, back and forth. It takes days, weeks to do that."
The Solution: A Better Buying Experience Powered by Salesbricks
After seeing Salesbricks in action when purchasing software from another vendor, Tribble was impressed at the smooth buying experience. They immediately recognized the potential to transform their own sales process. They implemented Salesbricks and were able to streamline and accelerate the entire process from quote to close.
- Create a Streamlined Buying Experience: Despite selling to enterprise customers, Tribble wanted to offer a 'consumer-like' purchasing process. Building lasting long-term relationships is key to any business relationship and for Tribble, getting relationships with customers off to a good start by presenting a well-organized and fluid purchasing process was an opportunity not to be missed.
- Bundle Documentation: Salesbricks enabled Tribble to package their MSA, DPA, and pricing information in a cohesive, professional manner. Previously it was an email with several attached documents—it was inherently disjointed, and prone to error as well as more scrutiny.
- Empower Self-Service: The platform allowed customers to feel they could purchase the software themselves without needing to coordinate multiple documents and stakeholders. Making an enterprise buyer feel like they were in control of a process and timeline that was predictable gave Tribble an advantage.
- Experiment with Pricing Models: Salesbricks' "brick" concept provided the flexibility to try different pricing approaches while maintaining consistency and professionalism. Changes could be made but the entire process remained cohesive and fluid.
The Impact: Speed, Professionalism, and Competitive Advantage
Implementing Salesbricks has delivered several significant benefits to Tribble:
- Accelerated Deal Velocity: Tribble can now close deals immediately, on the day a decision is made, something that wasn't possible with their previous process.
- Enhanced Brand Perception: The professional, streamlined process gets every deal off to the right start and reflects positively on Tribble's overall brand, people, and product quality.
"If you remove friction in the sales process with Salesbricks, you can be in a scenario where it's the end of the month and the enterprise customer says, 'Hey, you know what? We are ready to go. Let's get started.' With Salesbricks you can actually get that deal through procurement within the month. Salesbricks streamlines and accelerates the entire process."
- Pricing Agility: The flexible system allows Tribble to experiment with different pricing models to match customer expectations and gain competitive advantage. Their customers appreciate this, and while making adjustments, the process remains organized, helping to create a positive perception of Tribble with all client stakeholders.
- Reduced Internal Bandwidth Consumption: The streamlined process frees up team members from operational burdens, allowing them to focus on more strategic activities. Rev-ops headaches have been minimized and team members can focus on customers.
- Competitive Edge in Customer Acquisition: By making it easier to buy their product, Tribble has given themselves an advantage in a competitive market. The buying process with Tribble is smoother and faster than competitors, reducing the potential for competitors to interrupt a deal in process.
Accelerating Success
Tribble has fully embraced Salesbricks as a core component of their sales infrastructure. As Tribble continues to grow and evolve their AI platform, Salesbricks provides the foundation for a scalable, professional, and flexible sales process that can adapt to changing pricing models and customer expectations in the rapidly evolving AI software market.
The partnership demonstrates how even enterprise-focused companies can benefit from consumer-grade purchasing experiences, proving that enterprise sales doesn't have to be synonymous with friction and delays.
