Customer references are a powerful tool in sales. For Sage, a global leader in cloud business management solutions, customer references were crucial in winning deals. However, as Sage’s sales team expanded, its existing customer reference management system struggled to keep pace. The need for a more robust and integrated solution became apparent. This is where Upland RO Innovation comes in.  

This case study explores how Sage leveraged RO Innovation to improve and scale their customer reference program.

TL;DR 

Sage has been a market leader in cloud business management solutions for decades. With solutions that span finance, HR, and payroll software, Sage supports millions of SMBs and enterprise organizations globally so they can run their businesses and manage money flow.  

Sage faced challenges in managing its customer references effectively. By implementing Upland RO Innovation, Sage transformed its Sales Customer Reference Program. It achieved significant results: over 800 customer references across all verticals, delivering more than 30 references monthly and influencing nearly 30% of new sales. 

What You’ll Learn  

• How to build and sustain a scalable customer reference program: Learn how Sage built and successfully scaled its customer reference program using Upland RO Innovation. 

• How to leverage customer references for sales success: Discover how customer testimonials can close deals faster and improve sales cycles. 

• Improving customer engagement: Understand how Sage created an enjoyable experience for customers participating in the reference program, leading to increased customer satisfaction. 

• How to communicate and manage change: Learn why it’s important to understand the needs of your business first and phase improvements over time. 

What You’ll Need 

• Customer reference management software: A customer reference management platform like Upland RO Innovation can improve sales velocity and drive revenue. 

• Clear program objectives: Establish clear goals for your customer reference program to ensure alignment with sales strategies. 

• Consistent auditing: A team to audit and review the quality of current and future references. 

• Executive sponsorship: Get Sales leadership support and shared accountability for program success. 

• Deep understanding of sales: Understand your sales cycle and customer personas influencing deals. 

The Challenge 

Sage faced a significant challenge as its sales team grew. With so many lines of business, products, and services, the sales team relies heavily on customer references to win deals. A customer reference program was put in place to support the sales team. This program provided the team with the opportunity to connect prospects with customers using software developed in-house.  

However, as the sales team grew and began to evolve its go-to-market strategy, the existing in-house customer reference management tool was no longer sufficient to support Sage’s lines of business. This provided an opportunity to take the reference program to another level.

The priority was to examine the existing customer reference program and its data. This marked the starting point for transforming the customer reference program for Kara Manfredi, Senior Customer Reference Manager, and Simon Le-Fevre, Global Project Management and Change Manager, at Sage. 

One of the first things we did was canvas our sales team to learn about what we had, what’s working, and what isn’t. We heard we had a tool, and we had a good number of customer references. We dug in and discovered we had an opportunity to help the sales team find the exact references or material they needed and speed up the process of finding quality references.

Simon Le-Fevre, Global Project Management and Change Manager, Sage

Kara and Simon captured the pain points felt across the sales organization:  

• It took AEs approximately 10 to 12 days to find and secure a sales reference between the existing in-house tool, CRM data, and asking around internally. 

• The lack of a centralized ownership structure made reference management reactive. 

• Data discrepancies in customers’ willingness to do reference calls, reference frequency, types of activities a customer has participated in, and win/loss results.  

• Absence of active nomination and reference creation for specific use cases, such as person-based references, micro-verticals, Accounting ERP used-replaced, and competitor intelligence 

The sales team needed an integrated and scalable system to find specific references efficiently, provide access to sales and marketing content, and integrate with existing CRM and sales enablement systems. 

Customer references are crucial in B2B sales, influencing 80-85% of purchasing decisions. Without an effective management system, Sage faced delays in the sales cycle and struggled to maintain a consistent flow of references. This inefficiency not only hindered sales performance but also risked overusing references, leading to reference burnout. However, achieving this required overcoming the limitations of their outdated reference management system. 

Since we have built out this program, we now have a competitive advantage in selling cycles.

Eric Kent, SVP of North American Sales, Sage

The Goal 

Sage aimed to implement a robust customer reference program. This would improve their competitive edge in sales cycles. The goal was to create a system that not only scaled with their growing sales team but also made program participation enjoyable for customers. This would involve organizing references based on specific criteria such as use case, industry, and experience. This ensures that the proper references are available for the right prospects. 

The Solution: Upland RO Innovation 

To address these challenges, Sage partnered with Upland RO Innovation. Our customer reference management software is designed to help companies organize existing references, expand their pool of advocates, and close deals faster. With RO Innovation, Sage implemented a self-service system allowing sales reps to access and share customer references easily. 

Key Features of Upland RO Innovation

• Organized References: Approved references were categorized based on specific criteria, such as use case, industry, and experience, making it easier for sales reps to find the right references for prospects. 

• Integration with CRM Systems: RO Innovation seamlessly integrates Sage’s existing CRM and sales enablement systems, allowing sales reps to request references without leaving their workflow. 

• Automation and Analytics: The platform provided robust automation capabilities and analytics tools to track the impact of references on sales, demonstrating the ROI of the customer reference program. 

• Microsites for Reference Sharing: RO Innovation allows users to create microsites in minutes to share groups of related reference assets. This feature includes notifications when prospects view microsites and captures new leads when these are forwarded to other decision-makers. 

Building a Best-in-Class Customer Reference Program 

Sage developed a comprehensive strategy for its customer reference program. The program aimed to create a scalable system that supported the long-term success of the sales team while ensuring an enjoyable experience for participating customers. 

Key Components of Sage’s Program

• Templated Briefing Documents: Customers received standardized briefing documents to ensure clarity and consistency in reference interactions. 

• Pre- and Post-Reference Touchpoints: Regular communication with customers before and after references helped maintain engagement and satisfaction. 

• Surveys and Recognition: Customers were surveyed to gather feedback, and their contributions were recognized through rewards, fostering a sense of community among advocates. 

The Impact 

Over three years, Sage’s Sales Customer Reference Program added over 800 references across all verticals, delivering more than 30 references per month. The program is trending towards influencing 30% of new sales, significantly contributing to Sage’s bottom line. 

Key Results

• Over 800 Customer References: Sage built a robust library of over 800 customer references across all verticals. 

• Monthly Reference Delivery: The program delivers more than 30 references per month. 

• Influence on Sales: The Sales Customer Reference Program is trending towards influencing 30% of new sales. 

• Time Saved: Sales reps’ time spent finding and securing customer references for prospects was 85% reduced.

• Revenue Growth: The program contributed significantly to Sage’s bottom line, with monthly recurring revenue figures more than doubling in 2024 compared to 2023. 

Sage even won the Customer Marketing Team of the Year award from the Customer Marketing Alliance. How awesome is that? 

The success of Sage’s customer reference program aligns with broader industry trends. Customer testimonials and case studies are powerful influencers in B2B purchasing decisions, with 71% of U.S. consumers influenced by social media posts from friends and family.

Moreover, AI-driven automation is reshaping sales enablement, emphasizing the need for efficient and personalized customer engagement strategies. Software like Upland RO Innovation can help with that. 

By adopting Upland RO Innovation, Sage not only improved its sales performance but also positioned itself as a leader in customer reference management. Sage’s success with Upland RO Innovation demonstrates the power of effective customer reference management in enhancing sales performance and customer engagement.  

Through this partnership, Sage addressed scalability, integration, and customer engagement challenges, creating a competitive advantage in its sales cycles. As the company continues to expand its Sales Customer Reference Program, the partnership with RO Innovation will remain pivotal in driving growth and reinforcing Sage’s position as a leader in cloud business management solutions. 

Using customer references in sales is becoming increasingly important as companies seek to build trust and credibility with potential customers. According to industry trends, customer testimonials and case studies are powerful influencers in the decision-making process, with many consumers relying on social proof to inform their purchasing decisions. 

In 2025, marketing and sales strategies will evolve with the integration of technologies like AI and conversational marketing. These trends emphasize the need for personalized customer experiences and efficient sales processes, both of which are supported by robust customer reference programs. 

Tips for Using Upland RO Innovation Effectively 

1. Set clear objectives: Define what you want to achieve with your customer reference program, whether increasing sales influence or enhancing customer engagement. 
2. Organize references strategically: Categorize references using criteria like industry, use case, and experience, ensuring they are easily accessible to sales reps. 
3. Engage customers: Implement strategies, such as regular communication and recognition, to keep customers engaged and valued throughout the reference process. 
4. Monitor and analyze performance: Use analytics tools to track the impact of references on sales and adjust your strategy accordingly. 

By following these steps and leveraging Upland RO Innovation, companies like Sage can transform their customer reference programs into powerful sales tools, driving growth and customer satisfaction. 

Implementing RO Innovation at Sage 

Sage implemented RO Innovation to create a self-service system that supported its sales organization. Approved references were organized based on specific criteria such as use case, industry, region, or experience. Thresholds were set to prevent overusing the same references, ensuring a sustainable reference funnel. 

For customers, Sage implemented templated briefing documents, pre- and post-reference touchpoints, surveys, and rewarded recognition to foster engagement. This approach not only made program participation enjoyable for customers but also helped build a deeply engaged community of supporters. 

What’s Next for Sage? 

Sage plans to expand its Sales Customer Reference Program across more sales regions and into other departments, such as channel partners and the RFP response team. This expansion will further integrate customer references into Sage’s overall sales strategy, enhancing its competitive advantage and engagement. 

With Upland RO Innovation, Sage is well-positioned to continue leveraging customer references to drive sales success and foster a community of engaged customer advocates. As the program evolves, it will remain a pivotal component of Sage’s sales strategy, contributing significantly to its bottom line while enhancing customer satisfaction. 

Learn more about how Upland RO Innovation helped Sage achieve their goals. Ready to see it all in action? Let’s sync up.