How Affinity Group increased conversion rates by 20% with Pipedrive & Evolve

Affinity Group, a rapidly growing company with four distinct brands, found itself struggling to manage sales effectively across multiple spreadsheets, email inboxes, and brands. The lack of visibility, reporting capabilities, and efficient processes was hindering their growth and ability to seize opportunities. Zoe Brandt, Affinity Group's Marketing Director, knew it was time for a change.

"Our previous systems made it incredibly challenging to get even basic data," Zoe shared. "The sales team would ask for a simple figure, and I would tell them it would take two days to find out. It was frustrating for everyone involved."

The need for change

Affinity Group's sales team was tasked with juggling leads and communications across four brands, which proved to be an arduous process. Tracking and reporting on sales activities was difficult, and opportunities were slipping through the cracks.

"We were using email inboxes to manage communication with people, which is incredibly difficult when you have three salespeople working across four brands," Zoe explained. "Stuff was getting lost, and it was clear that our current approach wasn't sustainable."

Recognizing that their growth was being stifled by inefficient processes, Zoe and her team set out to find a robust and scalable sales Customer Relationship Management (CRM) solution.   

Partnering with experts

Affinity Group collaborated with Illuminate, their strategic partner, to define the requirements and vision for a new sales CRM implementation. Illuminate helped them evaluate potential solutions and refine their strategy, ultimately leading them to choose Pipedrive as the ideal platform.

To ensure a successful implementation, Affinity Group partnered with Evolve, a team of Pipedrive experts. Edie from Evolve worked closely with Zoe and her team to understand their unique needs and translate them into a customized Pipedrive setup.

"Edie took the time to really understand our business," Zoe said. "We spent quite a lot of time talking about what we wanted to achieve and explaining the background of our businesses and how we were set up. Edie captured it all on this amazing chart she works from and built a tailored solution for us."

The Pipedrive difference

With Evolve's guidance, Affinity Group implemented Pipedrive, a flexible and user- friendly sales CRM that was customized to their specific requirements. The impact was immediate.

Pipedrive allowed Affinity Group to:

- Manage separate sales pipelines for each brand within a single Pipedrive instance, enabling the team to easily switch between them while maintaining clarity on which business they were working on

- Automate email templates directly from Pipedrive, streamlining communication and saving time

- Integrate seamlessly with Outlook for a centralized sales process, eliminating the need to juggle multiple tools and platforms.

"Our sales team loves it," Zoe exclaimed. "It's intuitive, easy to use, and has made their lives so much easier. We're finding it really straightforward to make small changes ourselves when needed."  

Measurable Results

The implementation of Pipedrive yielded impressive results for Affinity Group. They experienced a remarkable 20% increase in their conversion rate from inquiry to sale, a testament to the improved efficiency and streamlined processes facilitated by the new CRM.

"We can now easily see how many leads haven't been contacted, or how many quotes have been sent but not followed up," Zoe explained. "It helps us understand what's happening within our sales team and manage them accordingly."

The data migration process, orchestrated by Evolve and Illuminate, was seamless, allowing Affinity Group to start working with the new system immediately. "We were able to start work at nine o'clock the next morning, without fail," Zoe said.

As Affinity Group continues to scale and grow, their partnership with Evolve and Pipedrive has proven to be a catalyst for success. "Evolve always finds a way to make things work the way we want, because they understand Pipedrive so thoroughly," Zoe affirmed.

Embracing change

Affinity Group's success story shows the importance of having the right tools and partners in place to support business growth and efficiency. By embracing change and implementing a powerful CRM solution like Pipedrive, companies can streamline their sales processes, improve conversion rates, and unlock their full potential. 

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Interested in learning more about how Evolve or illuminet can help your business, get in touch and let’s book in a free consultation. Or you can always try Pipedrive for yourself with a free trial - start now with no credit card.