Formstack Sees a 7X Increase in Salesforce Pipeline Working with Invisory

Formstack, a workplace productivity platform that helps organizations manage forms, documents, and signatures, has native-to-Salesforce products that fill whitespace in the Salesforce ecosystem and extend the CRM’s functionality. 

However, seeing success selling in the Salesforce ecosystem required more than just building a native Salesforce solution and getting listed on the AppExchange. The Formstack team needed to understand how to co-sell with Salesforce reps, partner with SIs, navigate the Salesforce ecosystem, and more. 

“Invisory’s methodology takes a large and complex ecosystem and shrinks it down to tangible steps, allowing us to strategize how to make the biggest impact with our largest partner,” said Zak Pines, VP of Partnerships . 

Here’s how Invisory’s GTM playbook and strategy, paired with Formstack’s investment in their Partnership team and strong execution, enabled Formstack to accelerate success in the Salesforce ecosystem by creating a best-in-class GTM strategy centered around partners, Salesforce sellers, and SIs, resulting in 7x increase in Salesforce sourced pipeline. 

Accelerating Salesforce success

Formstack has native to Salesforce solutions for data collection and document automation, but that doesn’t mean that the solutions just sell themselves. With Invisory’s help, Formstack was able to accelerate success as a Salesforce partner, as well as engage Salesforce sellers by executing on Invisory’s detailed GTM strategy.

With Invisory’s GTM playbooks, Formstack was able to learn what mattered most to Salesforce users to differentiate gaining attention of Salesforce customers faster, build a network within the internal Salesforce team quickly, and more. Invisory assisted Formstack with:

• Creating key sales kit assets that spoke specifically to the value of Formstack for Salesforce teams & SIs, such as best-in-class win stories and case studies
• Educating the team on what motivates and activates SI and Salesforce teams to help identify potential customers
• Collaborating on an outreach strategy to get in front of Salesforce RVPs, PAMs, and SIs
• Matching with new Salesforce partners including SIs to drive greater even success 

“Effectively engaging with Salesforce requires a very specific approach,” Zak explained. “Invisory accelerated our impact by teaching our team ecosystem best practices spanning our go-to-market teams.”  

Understanding the Salesforce Ecosystem 

With over 150,000 users worldwide across industries various clouds and verticals of focus can be challenging to navigate for even the most seasoned ISVs teams. 

Thanks to Invisory, Formstack was able to better position themselves among Salesforce’s diverse audience and crowded AppExchange. Through Invisory’s strategic messaging exercise and expertise, Formstack leaned into its differentiators developing a strategy for standing out among a sea of competitors. 

“We’re showing a 7x increase in pipeline generated from Salesforce AEs and SEs compared to the first quarter of the year thanks to the program built with Invisory,” Zak explained. 

Formstack saw great success because the Formstack partnership team took Invisory’s best-in-class GTM strategy and executed it accordingly, so much so that by the end of the year Formstack established a full-time Salesforce facing co-sell and enablement resource in Justin Lowell, a 20-year veteran of the ecosystem.

Strategies for cloud marketplace success for Salesforce and beyond

When asked about Formstack’s continued interest in cloud marketplaces, Zak offered advice to other ISVs thinking about getting listed on the Salesforce AppExchange and other cloud marketplaces. 

“As long as your products are complimentary to the cloud marketplace’s customers, your products help your partners, sellers and ecosystem, and your products add value or address gaps in the CRM’s or CSP’s offerings, getting listed and co-selling is well worth it. To be a partner with a large cloud marketplace gives you instant credibility. Navigating cloud marketplaces is a big undertaking and requires alignment cross functionally with internal teams. Invisory can definitely help get you there much faster than going it alone.”

Zak top tips for other ISVs looking to sell on cloud marketplace include “making sure what your offering is additive to the cloud marketplace’s primary initiatives, addresses a gap, or is complementary to their focus.” Invisory can help ensure you enter these conversations armed with the right assets, information, and strategy. 

Looking to expand into new marketplaces 

Following the success of selling on the Salesforce AppExchange, Formstack is continuing to invest in its native Salesforce products in the year ahead, including development migration tools from legacy document generation software to Formstack.  

Formstack has a significant focus on continuing to build its shared community of Formstack and Salesforce SI partners, as told by this letter Zak wrote to Salesforce SI executive, delivery and sales leaders. 

Formstack is also investing in its AWS Cloud Marketplace strategy which is also tied to the launch of Formstack products built on AWS.