Customer story with

Ensured data quality with over 146,890 CRM updates

Paddle is a global SaaS commerce platform that enables companies to focus on building products rather than billing stack. In 2018, they adopted Salesforce to allow them to continue scaling as a business. Paddle needed a way to get data into Salesforce.

At the time, they were unable to run reports, assess performance, or make contextualized sales calls. They discovered FunnelFox could not only automate their CRM data entry but also send data to their business intelligence tools. Paddle now has access to over 146,890 conversations, which informs sales calls, provides visibility, and enables accurate reporting.


About Paddle

If you are a software business, you probably know how much time goes into billing. It’s a lot! In fact, some companies have entire teams of engineers dedicated to juggling this task. But what would happen if all of these engineers focused on building the actual product? It is a hypothetical question, one that Paddle decided to do something about. Today Paddle is a global SaaS commerce platform based in the hustle and bustle of London.



London, UK




Google Tag Manager



LinkedIn Sales Nav


Periscope Data


Switching CRM’s was a necessary evil that left Paddle “blindsided”

With business booming, Paddle found they’d outgrown their CRM. They needed something that would scale with them. So the old CRM went out of the window as they welcomed in Salesforce. Switching CRM was a fantastic choice that enabled Paddle to grow. But they didn’t realize “how badly Salesforce handles the email stuff.” In fact, the Salesforce implementation process was “awful.” Previously, Paddle’s sales team sent all of their emails within their CRM. Everything was automatically logged. Once Paddle swapped to Salesforce, all of these ​valuable insights disappeared.​ This hit the team and management hard.

“We were so used to the fact that all the emails are there. As soon as we lost it, we were just blindsided by it.”

– Aleksander Bury, Commercial Operations Manager

The sales team couldn’t communicate effectively because they weren’t able to see whether leads had previously engaged with Paddle. As you can imagine, the lack of context for outreach had several setbacks. For instance, if a prospect or customer had already made contact with Paddle, the sales team couldn’t access this information to improve their new conversations. It also meant that some prospects were receiving multiple emails with almost identical content. Of course, this didn’t make Paddle look good.

Meanwhile, management lacked the visibility of their rep’s workflow and was incapable of reporting on their performance. Managers didn’t have access to the information they previously relied on and were unable to provide the insights that were expected of them. As a result, senior management started lacking confidence in the sales and operational team’s abilities.

We couldn’t run any reporting. The way we monitor our rep’s performance is based on the amount of emails they send out, and we were unable to do it. I had a lot of issues [by] not being able to report on the email activities. It was just a massive problem that we had to solve.

The drama didn’t stop there. Paddle’s sales reps then became responsible for recording the different sales stages in Salesforce. But managers were baffled by the reports. “We’re having tons of conversations. Yet, we’re not having tons of opportunities. What is actually going on?” The sales reports on conversations quickly became “very skewed.” But without management having access to their team’s email activities, it wasn’t possible to understand why the numbers didn’t add up.

Paddle needed a way to ensure they could easily see all the email activities. Without this feature, there would be no reports. The data had to be accurate. Management relied on it, and teams needed the emails for their calls. Automating data entry became essential to enable this to happen.

How automated data entry became the answer

Finding a solution was a “really high” priority for Paddle. They started seeking out options to restore their reporting capabilities, data quality, and data accessibility. Paddle even considered building a custom solution, but quickly found it wasn’t plausible.

We can’t live without having visibility into email activities. This is the most important kind of way of communication with our customers. Connecting to Gmail direct, and building our solution wasn’t really an option because it’s just a mess.

Nearly one month had passed since they implemented Salesforce. At this point, an investor introduced FunnelFox as a solution to Paddle’s dilemma. After just a few conversations, Paddle realized that we could provide the solution they needed.

The development team at FunnelFox could even customize our product to send raw data directly to Paddle’s database. This feature would enable Paddle to use us alongside their existing business intelligence tool, Periscope Data. The data FunnelFox would sync to their BI solution could then be used for enhanced benchmarking and reporting. Shortly after, Paddle signed up and immediately started to see the results.

Restored data quality, data accessibility, and reporting capabilities

Paddle’s teams became empowered to have contextualized conversations. No more recycled leads or misleading staging. Also, management was immediately equipped to resume their reports through accurate CRM data. This “visibility” was essential for the company.

This was just a must for us. It’s not just like, oh, we did it to improve our performance. We wouldn’t be able to function as a commercial organization without having this data in our CRM.

Quality data always available for managers

All of the sales managers started reporting again, which they were unable to do with just Salesforce. With accurate data at their fingertips, they regained insight into the sales teams. Not only could they operate properly as managers, but confidence in their abilities was restored.

Paddle was also able to access vital data for benchmarking. These “key metrics” were previously impossible to assess. Managers now know how many emails are being sent by each sales rep and the email response rates. Using the synced data, they can also set targets for new conversations.

Paddle couldn’t trust the available reporting on their conversation stage in Salesforce. Thankfully, by gaining visibility, managers identified the root of their team’s issue. It turned out that people were afraid of disqualifying leads that could be suitable in the future. So they kept these leads in the conversation stage. Identifying the problem enabled management to create a new metric to measure their conversations. Now managers are accurately reporting on their team’s marketing performance.

Being a data-driven company, all of the commission plans are based on data. With access to data for their benchmarking, Paddle’s sales reps can be recognized and rewarded when meeting their goals. As you can guess, everyone was happy to have these metrics up and running.

If someone isn’t performing as well, we can start coaching them and looking into how they can get better. As well, if some [reps] are just way over, we’ll be able to see and understand what they’re actually doing. Before that, we had no visibility.

A step-free solution for the sales team

We haven’t added any additional work to Paddle’s daily routine. There are no extra steps or administrative tasks (we all hate those). In fact, most of the team doesn’t even know it exists. The sales reps now focus on quality engagement with prospects while we work silently in the background. So far, they have ​gained​ ​1,654 work hours​ (and counting) to ​close more deals.​

Remember how the sales team was chasing the same deals? This no longer happens. With FunnelFox working for Paddle, they can now avoid “recycling” leads. Instead, they always know when a previous conversation has taken place with a colleague.

The data availability not only benefited managers and the sales team but also enhanced communication with other departments. This was particularly noticeable within product development.

If our product team wants to understand what are we talking about, they’re going to be looking at the conversations we’ve had that have been synced via FunnelFox.

FunnelFox gave Paddle “visibility for the entire team and [gave managers the] ability to report on activities.” Now teams are having contextualized conversations with prospects. While managers are empowering their teams with deep insights to become the default billing solution for scaling software companies.

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