How Miro Leveraged an AppExchange App to Navigate Hyper-Growth

If you’re a trailblazer who is active in the Salesforce ecosystem, you have definitely used Miro. Let me tell you how this company used an AppExchange app called Coefficient to navigate its rapid growth.

By the way, as I am writing this success story to share with you about the two amazing companies in our trailblazer community, I am in awe of all the thriving that’s happening when businesses create value around Salesforce and benefit from the positive impact Salesforce-centered products create.

This is actually very personal to me because recently I’ve gone through a series of many-many interviews for a job related to the ISV Salesforce Partners, so I have learned the ins and outs of the ISV world and the incredible journey each AppExchange app takes from being just an idea to becoming a live listing on the Salesforce marketplace…?

That is why writing about Coefficient’s positive impact on Miro makes me very happy.

What Is Coefficient?

It is a 5-star rated free AppExchange app that allows you to connect Salesforce to Google Sheets instantly and enables you to automatically sync Salesforce with Google Sheets using Coefficient’s one-click connector. Here’s where you can learn more and read what its users say about the significant positive impact this free app makes on the bottom line.

See what trailblazers say about this app:

How Coefficient Helped Miro Navigate Rapid Growth

Miro is a product-led SaaS company that is the leading visual workspace for innovation. The company scaled from 200 to more than 1800 employees in the past three years. You’ll likely know the company from it’swidely-used collaborative online whiteboard.

Miro’s RevOps team wanted to efficiently manage its data workflows given such rapid growth and never-ending change. The team needed to build a robust data infrastructure and standardized reporting.

That’s when they turned to Coefficient for help.

Challenges:

1. The Miro team faced difficulties in rapidly iterating upon the data stored in its data warehouse and CRM, which resulted in lack of clarity regarding SLAs.
2. The business was evolving at a rapid pace, making it challenging to meet the always-evolving data requirements of the GTM team. This led to the creation of custom, manual analyses.
3. There was an urgent need for automation due to the inability to efficiently handle tasks within tight timeframes.

Results:

1. Coefficient enabled autonomy for the RevOps team, eliminating the team’s dependence on other departments for data and tools.
2. Coefficient’s app facilitated speedy testing and refinement of methodologies for Miro’s cross-functional teams.
3. Coefficient empowered Miro’s teams to develop dashboards directly within spreadsheets, allowing them to customize the duration and effort based on project complexity.

During the season of hyper-growth, Miro's RevOps team found itself in a challenging situation due to such rapid and remarkable success. As the COVID pandemic unfolded, Miro’s customer base and team expanded at an unprecedented rate. With such growth came an increase in the scale and complexity of Miro’s data workflows.

During this rapid expansion, the team faced difficulties in managing data from various systems and standardizing reporting structures. As data volumes increased, it became very challenging for the team to gain insights into Miro's sales funnel and processes.

Miro's Head of Go-to-Market (GTM) Strategy, Alexander Bugajski, recalls the following: “We didn’t want to create blindspots as a result of trying to aggregate and analyze increasing volumes of data from multiple systems,”" Consequently, the team had to create custom analyses in order to navigate the intricate aspects of the scaling business. However, these analyses quickly became outdated due to Miro's rapid growth.

"Our capacity was maxed out," Alex remarked.

The RevOps team at Miro needed a solution that could seamlessly consolidate data from different sources, automate ad-hoc analyses, and develop reusable data products for its stakeholders.?

For Alex, spreadsheets were the preferred tool due to their flexibility and ease of use.

"I wanted to stick with spreadsheets considering how fast things were changing at Miro. There wasn't time for formalization, and I didn't want to add another SaaS tool to our existing stack" - Alex explained, alluding to the team's impending challenges.

Initially, the Miro team turned to Looker to automate its workflows, but the experience wasn’t ideal due to challenges with LookML, Looker's proprietary language.

Alex recalls: "My main purpose with Looker was to create SQL queries within it. The plan was to then transfer this data to Google Sheets using the Looker-G Sheets connector." While this method wasn't the most reliable, it served as a temporary solution.

Then, a breakthrough occurred: “What if there was a tool that could directly synchronize Snowflake and Looker with Google Sheets?”

His search led him to Coefficient.

"The realization that my spreadsheet could directly connect to our data warehouse was a game-changer," Alexander exclaimed. "It was like having my personal instance of Snowflake from which I could extract data for my models."

Adoption of Coefficient marked a significant turning point in Miro’s RevOps team's operational efficiency and strategic adaptability. With immediate access to data, the team became self-reliant, effectively turning Google Sheets into a dynamic platform for iterative modeling, testing, and real-time data validation.

"With Coefficient, our spreadsheets became powerhouses of functionality. I could not only design and optimize solutions but also handle analytics, data modeling, hygiene reporting, and error checks with greater scalability than ever within Salesforce," said Alex.

This breakthrough capability empowered Alex to pioneer a series of influential models:

• Lead Management: leveraging Coefficient within Google Sheets, Alex engineered an automated lead routing system seamlessly integrated with Salesforce. This system has revolutionized efficiency and insights, as automation workflows are triggered upon lead acceptance. Real-time insights are now at the core of the team's operations, with a new SLA tracker providing visibility into lead progression through the funnel. Sales Development Representatives (SDRs) are able to continuously fine-tune their metrics on incoming leads, conversions, and weekly comparisons, enabling continuous process refinement.

• Forecasting: Alex introduced a comprehensive forecasting model for the rapidly expanding business, incorporating product usage and key account triggers, which were not previously present in Salesforce. This eliminated the need for hiring and interdependence among parallel teams, such as business technology, analytics, and data engineering. Coefficient empowered Alex and his team to consolidate data from diverse sources within their spreadsheet, creating a central hub for finance to model capacity, aiding sales ops in setting quotas and establishing a dependable productivity model. The result? A significant increase in forecasting accuracy, which led to aggressive but achievable growth without overhiring..

• Account Routing: to support Miro’s land-and-expand model, Alex designed an automated account routing system. With such roles as Account Executives (AEs), Customer Success Managers (CSMs), Account Managers (AMs), and Sales Engineers (SEs) constantly evolving, this system autonomously fetches, processes, and reroutes pertinent information back to Salesforce. What was initially a manual process now became a self-sustaining workflow with the introduction of Coefficient. With just an hour of updates each quarter, this workflow efficiently directs the sales team members to their respective accounts, maintaining seamless operation for over three years.

The RevOps team adopted Coefficient as its centralized reporting hub, eliminating the need for custom analyses. With a single source of truth that automatically updates itself to maintain data freshness, the team could strategize with confidence.?

Coefficient's influence extended beyond the RevOps team as other departments recognized the app’s capabilities. Miro’s Go-to-Market team, in particular, found the app invaluable, leveraging real-time insights to build activity models that tracked mission-critical KPIs alongside pipeline development. These models refreshed automatically every hour, ranking reps against their goals.

Looking back at the journey, Alex aptly summed up the evolution, stating this: "Today, tasks that once consumed hours of my time each week are accomplished in minutes."

So, trailblazer… Are you excited now that I showed you how Coefficient can help you be a superstar and save hundreds of hours by automating your Salesforce data workflow? Download this amazing free app now from AppExchange!