$1.5B GTM Systems Architecture

👤 Client

Rex

📌 HQ Location

Austin, TX

👥 Team Size

240 Employees

Objective

Rex is an Austin-based holding company worth over $1.5B in the property tech (PropTech) space. The holding company has 11 separate companies under its umbrella, all within the PropTech space, as well as an investor relations and fundraising arm. They were treated as 12 separate companies; however, Joe DeMike, Chief Revenue Officer, wanted to create a proper shared service to support sales and marketing across each of the companies. They wanted lower technology costs across the umbrella as well as increased ability to cross-sell and up-sell between each portfolio company (PortCo). All of this was to be completed over the course of a tight deadline: just 6 months to architect and implement.

Challenge

There were numerous challenges from the on-set. First, every PortCo was on a different CRM, if they had one at all. These ranged from Salesforce and HubSpot to ActiveCampaign, PipeDrive, and Google Sheets. On top of that, the data integrity was non-existent. There were more than 1.5M records across the PortCo systems that were completely inaccurate: wrong object types, data in incorrect fields, outdated data, etc. This became just as much a data cleansing and enrichment initiative as it was a GTM architecture project. This was all compounded by the fact every PortCo required integrations into their own tech platforms and had completely different sales and marketing processes than one another.

Solution

Revenue Institute started this project by flying out to Austin to meet each of the PortCo's, as well as Rex leadership. After understanding the business objectives and nuances to each company, the architecture was built around a very complex Salesforce setup. With every PortCo having its own set of required integrations and workflows, Revenue Institute built a single-tenant instance of Salesforce that was split by views, permissions, and record types into 12 separate segments. Each one of these segments had a custom integration with the PropTech platform each PortCo developed.

While part of the Revenue Institute team was focused on the implementation of the most complex requirement received to that point, another part was focused on cleaning, segmenting, and enriching every data point these disjointed companies had. This included leveraging AI to identify what object each record should be on a one-by-one basis, leveraging real-time data scraping to enrich each record, and implementing validation rules so the data issues never occurred again.

Results:

①

$852k Saved per Year

Due to the drastic improvement in data quality, system governance, and reduction in technology fees through consolidation, Rex estimated they saved no less than $852k per year. They were able to cut massive amounts of licensing, data enrichment tools, and manpower on data entry.

②

$115M+ Raised

In part, due to the massive reduction in sales cycles, increase in lead data quality, and organized pipeline metrics, Rex's fundraising arm was able to raise more than $115M. This enabled the company to far surpass the "unicorn" status envied in the tech world ($1B+ in value).

③

39% Faster Sales Cycles

With accurate data, streamlined systems, and governance in place to avoid any future issues, Rex estimated their sales cycles were 39% faster than before this initiative while also increasing the lifetime value (LTV) of each client across all 12 PortCo products.

Less Spend. Less Time.
More Growth.

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