cUSTOMER case study

Perfection: How Dashlane Scored a 100% Lead Follow-Up Rate with Rattle

If your lead follow-up rate is less than 100%, that means opportunities — potentially juicy ones! — are falling through the cracks. Here's how Dashlane gets to every lead (and faster) with Rattle.

  • About

    Dashlane is a web and mobile app that simplifies password management for people and businesses.
  • Company Size


  • Industry


  • Investors

    $110 million Series D led by Sequoia Capital

Every sale starts with a lead...

But if your team doesn't track all your leads, you can't shoot all your shots. And that means you're letting possibly easy dollars slip through your fingers.

Leads come in and dead air. Silence. Nothing. Nada. Zilch. 

For days. For weeks. Never.

Frustrating to consider, right?

Well, Ryan Roberts, Director of Revenue Operations at the password manager app Dashlane, sure didn’t like thinking about it. Looking at his team’s 75-80% lead follow-up rate, he knew deep-down that something needed to be done.

Obviously, as this is a customer story, you know the next scene.

The Dashlane team hugging the Rattle mascot, Sir Ding A Lot, in a field of golden dandelions while “Sweet Caroline” plays.

But what you didn’t know — namely, because we couldn’t put it in the headline — Dashlane not only boosted their lead follow-up rate to 100%, they also increased their response time by over 50%. (Speed to lead, baby!)

“We’re getting to all of our customers or prospects,” the Rattle-relishing Roberts related to us, “and all of them quicker. In our industry and our space where we compete, being on top of things and the first to react to a customer is really helpful in getting to the ultimate deal.”

So how’d Dashlane do it? Here’s what they shared with us…

When you're moving fast, process matters—a lot

With that less-than-ideal follow-up rate, all the Dashlane team could see was a ton of potential opportunities lost. 

In order to find the solution, they knew they had to resolve the core issue at the heart of all of this: A less-than-ideal revenue process. It was far too manual,which made getting all the right data from busy reps all but impossible.

“We have AEs and SDRs who are booked oftentimes in back-to-back customer meetings and it can be hard to remember or go back and update the opportunity information from the call that was two, three hours ago,” Roberts said. “We were finding that the alerts that were coming out through our standard processes were not as effective as we would've liked and therefore it was causing leads to be missed. That has a direct impact on revenue for us.”

In fact, what the Dashlane team spotted speaks to a problem that many companies face today. An IDC study found that companies lose 20 to 30 percent in revenue every year due to these exact same kinds of inefficiencies. 

Makes sense, right?

A clunky process leads to poor data capture and hygiene… which spirals into a visibility problem… which then hurts forecasting, enablement, reporting, and — dun, dun, dun — revenue. 

To avoid losing out on any more money, Dashlane had to tighten up the backend processes. 

Making your process happen by making your tech stack easier to work with

Like many if not all companies, Dashlane’s Salesforce adoption and utilization was… ehhh not the greatest. (It’s not you, it’s Salesforce.) 

A big part of fine-tuning their process was making the interaction with their CRM simpler. And that’s why Rattle first caught their eye. With Rattle, you can create fully custom workflow automations that tie your tech stack to your messaging app of choice.

Instead of relying on the team to push the process along manually, they could now alert and guide them through automated workflows — to get each step done, and done quickly.

To improve the team’s lead follow-up rate, they created a workflow that triggered a follow-up reminder in Slack once a lead was assigned to a sales rep. Once they followed up, they could update the SFDC data right from Slack.

“Getting the alert right away allows them to go in and update the amount, price notes, log a call, forecast all of that right away without leaving. [The integration with Slack] has been a feature that's been really appreciated from the team.”

They also created a workflow that updates a channel for sales leaders—so they could have visibility into what deals were missed, why, and how they could course correct in real time.

Each workflow took mere minutes to set up, and they’re now following up with all their leads—and in half the time.

RevOps get the perfect process, sales leaders get the visibility they need, and reps get to stay out of the software they hate to use. (Again, sorry Salesforce.) It’s a win-win-win.

It feels good to be back in the driver’s seat

In a post-pandemic landscape, sales teams have to shift into Efficiency Mode to stay competitive. If you don’t have control of your process, every step of the funnel suffers.

So if you’re experiencing issues with data and capture, it may be time to take a page out of Dashlane’s playbook.

As Roberts explained:

“Information is king and good data matters above all. That’s how we tighten up processes and drive decisions and outcomes. And so the ability to, in five minutes or less, spin up a new alert or workflow in Rattle that can help me streamline something in our processes today is invaluable to me.”

We couldn’t have said that better ourselves.

Meet the first-ever modern RevOps platform

Get your entire revenue team operating flawlessly through the power, speed, and consistency of Process Automation.

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