Prior to RO Innovation’s technology being deployed at Symantec, all reference recruitment activities (totaling many hundreds) were tracked in a shared spreadsheet. Having experience using the RO Innovation database in prior companies, Lisa Matzdorff, Director of the Customer Reference Program at Symantec, realized that while the nomination function works well, a more granular method for tracking and reporting each stage of recruitment would be needed to support the volume and multi-step process at Symantec.

The RO Track Content Feature: Not JUST for Case Study Production

Lisa had a goal of exceeding the security industry’s standard reference recruitment rate for the number of customers wanting to engage with Symantec. “I knew the key to this was keeping the recruitment process as efficient as possible,” said Lisa.

Lisa trail-blazed a new recruitment process at Symantec, leveraging the features and functionality of RO’s Track Content module in a unique way to do it. Lisa proved RO’s Track Content feature, which is typically used to streamline and track the workflows required for producing written case studies, had another brilliant use case: for recruitment. “We worked with the RO team to configure key process steps within the module. This enabled our Customer Reference team to utilize the follow-up date/subject feature of the module, with subsequent email reminders and to-do entries. Modifying it in this way kept the qualification process moving through at an optimal pace,” said Lisa. All email exchanges and notes are captured within each step so that a permanent record remained available. Furthermore, because the workflow always prompted Lisa’s team for the next step, nothing got lost or skipped.

When multiple new reference contacts are being onboarded, the Symantec Customer Reference Team sets up a separate Tracked Content item for each one so they can move through at their individual paces and, where appropriate, can be managed by different Reference Managers. “This gives full visibility for all team members, which in turn saves us time and avoids duplicating effort,” said Lisa.

Using Track Content for recruitment gives a clear picture for monthly metrics. It is easy to monitor:

  • Quantity of initiated recruitments
  • Quantity awaiting sales rep responses
  • Quantity pending customer responses
  • Quantity dropped
  • Proportion of customers that have signed up
  • Success ratio of recruitment efforts that result in an approved reference

Since the launch of the reference database system in March 2017, the team has initiated hundreds of unique customer validations, and has beaten the security industry’s average recruitment rate by two percentage points or more per month.

Congratulations, Symantec!

Symantec is the winner of the 2017 RO Sherpa Award for Innovative Feature Use. The Innovative Feature Use award recognizes a RO Innovation customer who’s idea for improving our platform was actually brought to market or was implemented at their organization in a unique way. On behalf of the RO Innovation team, congratulations Symantec on this achievement!

Nichole Auston
Director, Content Marketing at RO Innovation
Nichole Auston is the Director of Content Marketing at RO Innovation. With a background in digital marketing and nearly a decade of experience managing marketing programs for a variety of SaaS companies, she’s passionate about sharing insights, best practices and stories about sales enablement and customer reference management, and the people and technology that power it.
Top