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Case Study

Wonderlic implements CRM and Marketing automation for the first time in 100 years

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Increased revenue and growth 

Increased productivity

A Century-Old Company Adopts Modern Marketing
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The Client

Many people know the Wonderlic test for its fame in usage with the NFL, or having taken it in University. What most are unaware of is the shift the near 100 year old brand has made over the last 10 years to be a technology first company, launching an SMB focused SaaS tool to bring their famed competency test to HR teams everywhere helping them make better hiring decisions.

The Problem

  • Wonderlic found success with new products and a free trial-based SaaS model, particularly with their Wonscore channel.
  • However, they faced difficulties in scaling and shifting their business to this new model due to limitations in their internal technology.
  • Their current toolset was better suited for managing paper test products, which was hindering the sales and marketing teams' efforts to grow the Wonscore channel.
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    Limited Control

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    Limited Control

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    Limited Control

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The Solution

  • Aptitude 8 recommended using Salesforce as the foundation for the new Wonscore business process, along with for sales automation and Marketo for lead nurturing and generation.
  •  Netsuite was integrated with Salesforce using Dataloader to sync critical data about customer orders, billing, and history.
  • A8 leveraged Mulesoft connector to sync data from Netsuite about product usage, providing the sales team with crucial information about active free trials, and all of this was done without requiring much work from Wonderlic's tech team.
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The Outcome

The Wonderlic team was able to scale the Wonscore initiative both growing top line revenues, the sales team, and building out a demand gen team focused on using Marketo and Outreach to drive revenue for the business. Their sales team was able to focus on upmarket deals by leveraging the sales automation tools to automate their smaller deals, and hand off more transactional sales to marketing via Marketo.

Wonderlic is now able to focus on gaining market share with Wonscore instead of building workarounds for their internal team to make due with a tech stack that was never built for them.
Increased revenue and growth
Wonderlic successfully scaled the Wonscore initiative, resulting in increased revenue and growth in both the sales and demand generation teams.
Increased productivity 
Automating smaller deals and letting marketing handle more transactional sales through Marketo resulted in a more streamlined sales process. As a result, the sales team could focus on high-value deals that required more attention and resources, while marketing could generate more leads and nurture them to become high-quality leads.

The Tools

Wonderlic - Tech Stack Wonderlic - Tech Stack

Why Aptitude 8?
The Wonderlic team knew they needed not only expertise with Salesforce to get the job done but also a strong proficiency with integrations, modernization, and the marketing tech stack. Aptitude 8’s hybrid of deep tech focus and demand generation strategy made them a natural fit for the project. .

Want to learn more? 

About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.


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