EvaluAgent Case Study

EvaluAgent - Developing Go-To-Market Strategy and Positioning

How Scalewise helped EvaluAgent’s Head of Go-To-Market, Matt Jones, develop solid GTM strategy and brand positioning for the scaling call centre disruptor.

Call Center Software

Scale Coaching, 1-on-1 Coaching

Launched in 2012, EvaluAgent is a quality assurance (QA) and improvement SaaS platform for customer experience teams, primarily within call centres. EvaluAgent facilitates the monitoring and training process within customer experience teams by enabling them to better understand the communication between sales agents, customer service representatives and end customers via their innovative call centre software.

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Pre-Series A

EvaluAgent Need

As a rapidly growing company, EvaluAgent sought experts with fast-growth experience who had not only delivered tangible success within their industry, but understood their business model and had the ability to share relevant advice.
Meanwhile, having initially started out as a digital marketer, Matt Jones had recently taken over the responsibility of the company’s go-to-market strategy to drive commercial product marketing and inbound sales. EvaluAgent wanted someone that could help Matt develop a solid GTM strategy and position the brand effectively. However, as EvaluAgent couldn’t afford to bring in someone full-time, they looked for an alternative, on-demand solution: Scalewise.

Scalewise Impact

Scalewise started providing 1-1 Scale Coaching to Head of Go-to-Market, Matt Jones, in March 2020, giving the company access to VP-level expertise during a critical stage in their business growth. Their Scale Coach provided powerful insights gained from first-hand experience so that the EvaluAgent team could gain clarity over what to prioritise and how to execute a more effective Go-To-Market strategy.
What’s more, the Scalewise team also helped solve some of EvaluAgent’s scaling challenges:

1. Mapped customer pain points

The Scalewise team conducted client interviews to understand the true reasons for selecting EvaluAgent. The insights generated from this customer pain-mapping surfaced unknown pain points which helped to generate more effective messaging and positioning. The pain analysis process that Scalewise conducted has since become an ongoing initiative used independently by EvaluAgent to understand clients’ needs better as they come through onboarding.

2. Built out addressable markets

Working collaboratively and setting clear end-goals was pivotal to the success of effectively fleshing out EvaluAgent’s addressable markets. The Scale Coaching helped EvaluAgent establish the size of their market, their Ideal Customer Profile as well as the specific companies to target in order to exceed their growth goals.

3. Developed value proposition

EvaluAgent used the insights from customer pain-mapping to evolve their value proposition. They learned they were starting to be perceived as a product that was a commodity rather than mission-critical and they needed to pivot their value proposition to counter this. Through Scale Coaching, EvaluAgent was able to develop a much more compelling value proposition that enabled more meaningful conversations with prospects, shortening their sales cycle and win rates.

4. Improved core messaging

Linked closely to their updated value proposition pivot, we collaborated with EvaluAgent to develop strategic core messaging that allowed them to approach prospective customers and ensure they understand how (and why) to improve Quality Assurance. The plan here involved creating a sense of urgency around QA and the impact it has on delivering a positive customer service experience.

Evaluagent client wins

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Matt Jones

“Having valuable expertise ‘on tap’ from Scalewise has been pivotal in accelerating the growth of EvaluAgent. The Scalewise Coach’s knowledge and understanding of scaling shone through at every step of the engagement and enabled us to structure and streamline our GTM efforts.”

Matt Jones

Head of Go-To-Market, EvaluAgent

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