How Foodles doubled its revenue with Katalyz.

The problem: Achieve hyper-growth in a highly competitive market

The workplace canteen is a highly competitive market, shared between well-known traditional giants (such as Sodexo - world leader -, Elior, etc.) and digital newcomers trying to disrupt what they call an outdated sector (such as Foodles, Popchef, Ideel Garden, etc.). Among this second category, Foodles aims at becoming the European leader. Of course, as demand is booming, it is essential for them to grow fast and capture the market.

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The challenge is important: achieve hyper-growth in a highly competitive market.

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• To become the European leader, they need to stand out from their direct competitors, which year after year have developed a very similar offer, based on connected fridges filled with freshly cooked meals.

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• To grow fast, they need to scale their revenue operations, including expand the sales team. Recruiting many profiles at once is always difficult, especially for a scale-up as the processes are moving along the way.

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Those are not easy ones. How to solve both at the same time then?

The solution: Stand out from competition with a unified and seamless buyer experience

When it comes to competition, most companies will invoke the features of their solution, the price, or their position in the market to stress out how better they are. Very few will try to improve their buying process. Yet it is on the basis of their experience of this process that buyers will make their decision. And it turns out that almost 80% of B2B buyers complain about their last purchasing experience. It is even more decisive when the purchase of the solution implies a major change management process (in the case of Foodles, to transition from a traditional to a self-serve 2.0 canteen).

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With Katalyz, Foodles sales reps provide their prospects with a dealroom detailing every step of the buying journey. And in doing so, they send a clear message: the process is transparent and solid, we have done that a 1,000 times, and this will go exactly as planned. This is an extremely powerful selling argument. And it is likely that none of their competitors focus on that.

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That said, the question is: how to replicate this in every deal, no matter how experienced is the sales rep in charge?

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When scaling a team, the challenge is of course to select the right candidates but also to onboard them correctly so that they can perform as soon as possible. This is even more true for sales people, whose compensation is directly tied to revenue, and vice versa.

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And as any good sales manager knows, sales is not magic but method: it means that any sales rep, no matter how talented, will need to quickly integrate the sales process of the company. And that is where the problem often lies: sales people are equipped with a playbook, a sometimes well-structured CRM and refined resources, but often remain a little lost when it comes to interacting with prospects.

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With Katalyz, Foodles also solved this issue: the whole sales process is mapped in dealroom templates, including all the stakeholders to involve, the expected due dates, the up-to-date resources, etc. Every deal at Foodles is associated with a dealroom, created from one of these templates. This way, managers ensure that all sales reps including newcomers are on the right track, following the winning Foodles method. And newcomers, on their side, can easily build on the best practices when driving their deals.

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“With Katalyz, I onboard my new recruits faster, impress our prospects, and ensure at a glance that my sales process is applied in all our deals. All that in a single solution, completely integrated to my Hubspot. That is a game changer for any scaling company with a strong ambition as we have.”

Manon Murat-Prats, Head of Sales @Foodles

The outcome: Crush quota and build a robust sales process

All the sales teams of Foodles are now using Katalyz. In just 6 months:

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• They unified the sales process across sales teams, bringing together all the best practices that used to be scattered.

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• They iterated on their templates based on buyer engagement data, to keep only what is actually decisive in their sales process.

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• They have deployed dealrooms in 100% of their deals, making a clear difference compared to their competitors.

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And the results speak for themselves: they managed to successfully scale their sales team and they are on the way to double their revenue in a year.

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“Katalyz is the solution you need when you want to scale fast.”

Amaury Lefebure, VP Sales @Foodles