{"id":344,"date":"2025-07-21T18:20:21","date_gmt":"2025-07-21T18:20:21","guid":{"rendered":"https:\/\/dev25.austinlawrence.com\/?post_type=project&#038;p=344"},"modified":"2025-07-21T21:17:38","modified_gmt":"2025-07-21T21:17:38","slug":"saas-data-service-reboots-business-model-and-systems","status":"publish","type":"project","link":"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems","title":{"rendered":"SaaS Data Service Reboots Business Model and Systems"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;3_5,2_5&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h1>How Cole Information Became a Scalable (and Saleable) SaaS by Reimagining Its GTM Systems, Pricing and Sales Team<\/h1>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>A legacy data company navigates digital transformation with unified systems, reduced churn, and new growth momentum.<\/h3>\n<p>Churn rate reduced by from 50% to 15% and inside sales team efficiency surged through training and automation<\/p>\n<h4>The Challenge<\/h4>\n<p>After decades as a print directory company, Cole Information had successfully evolved into a SaaS business\u2014but cracks were showing. Unlimited-use pricing, manual renewal processes, and siloed teams were contributing to elevated churn and stagnant growth.<\/p>\n<p>Post-sale customer communication was sparse. Renewals were managed out of accounting systems. And its CRM offered no support for a modern, connected customer journey. Cole knew it needed to modernize its technology stack and operating model\u2014and turned to Austin Lawrence Group to diagnose and direct the transformation.<\/p>\n<h3>Our Approach<\/h3>\n<p>ALG began with a full review of Cole\u2019s marketing, sales, and customer success infrastructure. We uncovered three core priorities: build integrated systems, establish customer success as a formal function, and move from email-only outreach to a full-funnel marketing engine.<\/p>\n<p>Key actions included:<\/p>\n<ul>\n<li>Replacing Cole\u2019s legacy CRM with HubSpot Sales Enterprise<\/li>\n<li>Implementing HubSpot Marketing Enterprise and Service Hub Pro<\/li>\n<li>Designing nurture and renewal workflows tied to subscription lifecycles<\/li>\n<li>Recommending and integrating Chargify (now Maxio) for subscription management<\/li>\n<li>Leading the first-ever full two-way integration between Chargify and HubSpot, using Cyclr iPaaS<\/li>\n<li>Creating custom sales pipelines, lead round-robin assignments, and success workflows<\/li>\n<li>Aligning internal teams under shared dashboards and KPIs<\/li>\n<\/ul>\n<p>We collaborated daily with HubSpot, Chargify, Cyclr, and the Cole team to build, test, and launch a scalable system that supports marketing, sales, and service in sync.<\/p>\n<p>&nbsp;<\/p>\n<h4>The Outcomes<\/h4>\n<ul>\n<li>Renewal rates improved by 50%, supported by a new approach to subscriptions, pricing and packaging, personalized welcome and nurture workflows<\/li>\n<li>Inside sales gained massive efficiency using click-to-call and automated lead routing<\/li>\n<li>Executive dashboards gave real-time visibility into team performance and pipeline<\/li>\n<li>Marketing shifted from static email blasts to targeted nurture and reactivation sequences<\/li>\n<li>Sales and customer success now operate in a shared CRM with full context and tracking<\/li>\n<li>Subscription management fully automated with renewal triggers and pipeline syncs<\/li>\n<li>After a few years trying to sell the business, it was acquired by XpressDocs in 2024.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;2_5&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/dev25.austinlawrence.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-21-at-3.18.42-PM-300&#215;214.png&#8221; alt=&#8221;Cole Information Case Study&#8221; title_text=&#8221;Cole Information Case Study&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>&nbsp;<\/p>\n<table border=\"1\" style=\"width: 100%; border-collapse: collapse; border-style: none; float: left; align: top;\">\n<tbody>\n<tr>\n<td style=\"width: 50%;\">\n<p>HEADQUARTERS<\/p>\n<p>Omaha, Nebraska<\/p>\n<p>Company Size<\/p>\n<p>&lt;100<\/p>\n<\/td>\n<td style=\"width: 50%;\">\n<p>INDUSTRY<\/p>\n<p>SaaS, Data Services<\/p>\n<p>&nbsp;<\/p>\n<p>SERVICES<\/p>\n<p>HubSpot Enterprise (sales and marketing), custom integrations, pricing strategy, sales coaching<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_blurb title=&#8221;Client Comment&#8221; image=&#8221;data:image\/svg+xml;base64,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&#8221; _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2><\/h2>\n<p>\u201cThe entire integration of our new software solutions for sales, marketing, customer service, and subscription billing was complex\u2014and ALG played a huge role in making it a success. These solutions really made a huge impact on the way we do business and communicate with our customers.\u201d<br data-start=\"3200\" data-end=\"3203\" \/>\u2014 Jim Eggleston, President &amp; CEO, Cole Information (now VP at XpressDocs)<\/p>\n<p>[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Cole Information Became a Scalable (and Saleable) SaaS by Reimagining Its GTM Systems, Pricing and Sales TeamA legacy data company navigates digital transformation with unified systems, reduced churn, and new growth momentum. Churn rate reduced by from 50% to 15% and inside sales team efficiency surged through training and automation The Challenge After decades [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"project_category":[],"project_tag":[],"class_list":["post-344","project","type-project","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SaaS Data Service Reboots Business Model and Systems - Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SaaS Data Service Reboots Business Model and Systems - Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales\" \/>\n<meta property=\"og:description\" content=\"How Cole Information Became a Scalable (and Saleable) SaaS by Reimagining Its GTM Systems, Pricing and Sales TeamA legacy data company navigates digital transformation with unified systems, reduced churn, and new growth momentum. Churn rate reduced by from 50% to 15% and inside sales team efficiency surged through training and automation The Challenge After decades [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems\" \/>\n<meta property=\"og:site_name\" content=\"Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-21T21:17:38+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems\",\"url\":\"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems\",\"name\":\"SaaS Data Service Reboots Business Model and Systems - Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales\",\"isPartOf\":{\"@id\":\"https:\/\/dev25.austinlawrence.com\/#website\"},\"datePublished\":\"2025-07-21T18:20:21+00:00\",\"dateModified\":\"2025-07-21T21:17:38+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/dev25.austinlawrence.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Projects\",\"item\":\"https:\/\/dev25.austinlawrence.com\/?post_type=project\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"SaaS Data Service Reboots Business Model and Systems\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/dev25.austinlawrence.com\/#website\",\"url\":\"https:\/\/dev25.austinlawrence.com\/\",\"name\":\"Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales\",\"description\":\"Scaling a SaaS can be hard. We can help.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/dev25.austinlawrence.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"SaaS Data Service Reboots Business Model and Systems - Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"SaaS Data Service Reboots Business Model and Systems - Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales","og_description":"How Cole Information Became a Scalable (and Saleable) SaaS by Reimagining Its GTM Systems, Pricing and Sales TeamA legacy data company navigates digital transformation with unified systems, reduced churn, and new growth momentum. Churn rate reduced by from 50% to 15% and inside sales team efficiency surged through training and automation The Challenge After decades [&hellip;]","og_url":"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems","og_site_name":"Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales","article_modified_time":"2025-07-21T21:17:38+00:00","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems","url":"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems","name":"SaaS Data Service Reboots Business Model and Systems - Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales","isPartOf":{"@id":"https:\/\/dev25.austinlawrence.com\/#website"},"datePublished":"2025-07-21T18:20:21+00:00","dateModified":"2025-07-21T21:17:38+00:00","breadcrumb":{"@id":"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/dev25.austinlawrence.com\/?project=saas-data-service-reboots-business-model-and-systems#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/dev25.austinlawrence.com\/"},{"@type":"ListItem","position":2,"name":"Projects","item":"https:\/\/dev25.austinlawrence.com\/?post_type=project"},{"@type":"ListItem","position":3,"name":"SaaS Data Service Reboots Business Model and Systems"}]},{"@type":"WebSite","@id":"https:\/\/dev25.austinlawrence.com\/#website","url":"https:\/\/dev25.austinlawrence.com\/","name":"Austin Lawrence Group | The B2B Tech Ad Agency | We Get Sales","description":"Scaling a SaaS can be hard. We can help.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/dev25.austinlawrence.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=\/wp\/v2\/project\/344","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=\/wp\/v2\/project"}],"about":[{"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=344"}],"version-history":[{"count":4,"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=\/wp\/v2\/project\/344\/revisions"}],"predecessor-version":[{"id":355,"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=\/wp\/v2\/project\/344\/revisions\/355"}],"wp:attachment":[{"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=344"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=%2Fwp%2Fv2%2Fproject_category&post=344"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/dev25.austinlawrence.com\/index.php?rest_route=%2Fwp%2Fv2%2Fproject_tag&post=344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}