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“None of us had used sales software before. In the beginning, it took some time for the sales team to understand LeadSquared’s functionalities. But the LeadSquared support team helped clear all our doubts. After the initial few weeks, it’s been smooth sailing for all of us.”
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22Yards is an app that helps aspiring cricketers pursue a career in the sport. When Adithya Ravi, the founder of 22Yards, moved to Chennai, he realized that he didn’t have a team that he could improve his game with. That’s when he decided to start 22Yards.
The team aims to create a community for cricketers and help them join the professional leagues. The app systematically arranges tournaments for individuals and groups. They’ve organized many matches for under-14, under-16, and even corporate teams. Users can pick a slot and ground on the 22Yards app, pick up their equipment and go out to play. 22Yards even provides cricketers with scorers and umpires, real-time scoring updates on the app, and trophies for the perfect high-quality tournament experience.
The app is quite popular and 22Yards now has over 50,000 players in their database.
The team was using Excel sheets to store and manage their lead details, but it got too complicated over time as the lead volume grew. Along with limited access to the user data, 22Yards faced a few more challenges:
Auto-assigning leads was tough owing to unorganized lead management on Excel sheets, which led to missed opportunities.
The sales process was not standardized, and manual tasks took up a significant chunk of the team’s time and effort.
Excel sheets didn’t allow lead journey tracking. So, accessing the lead’s intent and providing a personalized experience was tough.
Creating in-depth reports (which is essential to evaluate the team’s performance and optimize processes) took up significant effort.
22Yards switched to LeadSquared to address these challenges, speed up their internal processes, and simplify slot booking for their app users. Within a few months, they were able to:
22Yards had integrated a wonderful API their excel sheets to ensure that the user’s data—name, phone numbers, ground preferences—was being collected. But everything that followed data collection was manual – distribution, follow-ups, and lead tracking—which caused opportunity leakage.
Shifting their operations to LeadSquared has helped them completely automate the lead capture and engagement process. All the user data is collected across sources—App downloads, Instagram, Facebook, Youtube, and inbound calls—onto the LeadSquared platform. Leads are not just collected but also segmented based on lead tags. The segmentation helps the sales team personalize conversations and improve remarketing activities since the user intent is identified at the data collection stage.
The biggest difference that 22Yards noticed when they shifted from Excel sheets to LeadSquared was how streamlined their sales processes got. The sales teams get to see all their tasks—calls, followups, and communications—in one place that helps them always stay on track. Workflow automation and improved tracking have helped 22Yards double their sales productivity in a short period of time.
Once the bookings are confirmed, the lead stage gets automatically updated on LeadSquared. 22Yards wanted a CRM which could accommodate their custom lead collection request, which was a direct integration with their app.
Tracking the lead’s intent was a big challenge for 22Yards. While they had all the data of over 50,000 users on their Excel sheets, they couldn’t figure out how many leads had already been contacted and how far along they were into the booking process.
LeadSquared’s Smart Views feature solves this problem. With just a few clicks, the team can see the entire dashboard with an overview of important lead activities. The lead activity wall also shows each campaign the lead has engaged with, emails that they’ve opened, and much more. This level of visibility helped 22Yards improve its sales strategy by personalizing interactions.
A sales strategy is effective only when the team meets its targets. 22Yards now has a way to ensure that their sales teams are charging ahead productively, and that’s through LeadSquared’s insightful reports.
The managers can see every aspect of sales reps’ performance based on different metrics—number of calls made, conversions, revenue, and bookings. These metrics help the managers set the right expectations and help the sales reps who need an additional push to meet their targets.
22Yards has been able to improve their sales efficiency and productivity by partnering up with LeadSquared. Their internal sales processes have also become automated which saves the teams a lot of time. Data capture, storage, and distribution are no longer manual since the LeadSquared platform handles end-to-end lead management. 22Yards is now rapidly scaling and organizing many more tournaments for their new users.
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