Fueling business growth through technology

Case Study / eFormanceMedia

Who

eFormanceMedia is a rapidly growing lead generation and online marketing business based in San Francisco, CA and servicing clients nationwide.

Problem

eFormanceMedia hit a growth ceiling with the business processes and technology they were using for lead management. The amount of time it took each day for lead intake, assignment, and distribution made it impossible to sign up new lead buyers. A combination of manual processes, local databases, and ad-hoc procedures severely limited the company's growth potential.

Solution

The first priority with eFormanceMedia was to establish business processes to support growth. Andre Lewis spent time with the eFormanceMedia team to understand the current workflow—and how it could be improved. It was important to keep it simple: "We evaluated Salesforce.com, but we needed something simpler and tailored to our workflow," says David Grossblatt, eFormanceMedia CEO.

The system (known as Atlas) supports eFormanceMedia's lead lifecycle: Lead Collection, Scrubbing and Validation, Matching, Distribution, Invoicing, and Reporting. It is a hosted web solution built with a Ruby on Rails/MySQL/Apache/Linux stack.

At eFormanceMedia, adoption of the system has had measureable impact:

• Number of Lead Buyers has increased by over 200%
• Revenue has grown by 100%
• The Atlas system paid for itself within six months of deployment

Even more importantly, eFormanceMedia has been able to focus on growing new business verticals rather than being bogged down in the day-to-day operations of lead intake, assignment, and distribution. Says Grossblatt: "Andre Lewis created a system which made my staff much more efficient, and which freed me up to create new revenue streams." As a result, eFormanceMedia has hired several new salespeople, and is preparing to launch a new business unit focused on CPA marketing.

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