Fullcast Conversational Intelligence Increases Net Profit
Vendilli
Marketing Agency
RevOps
How Vendilli used CRM automation to trigger a value chain spanning CRM fill rate, decreased change orders, and increased net profit margin.
At a Glance
15% → 90%
Deal-record fill rates climbed to 90% once reps were no longer updating the CRM manually
−60%
decrease in change orders after fixing deal-context leakage
A meaningful increase in net profit
by decreasing internal costs with fewer change orders
The Challenge
Manual CRM Updates and Resulting Context Gaps Were the Root Cause of Rampant Change Orders
Vendilli, a marketing agency, was plagued by the same dark truth as every B2B org — reps don't update the CRM.
This problem ran so deep at Vendilli that their Director of RevOps chose to keep their CRM fields brutally simple — relying mostly on dropdown fields — hoping that reps would at least add a little data to the CRM.
The downside? RevOps was playing defense and relegated itself to having a severe lack of customer context.
This left their post-sales team guessing as they tried to scope customer engagements — driving up change order volume.
The Solution
Solving Context Gaps Lowered Change-Order Volume
Because Vendilli had tried unsuccessfully to use HubSpot's native tools, they quickly recognized the value in Fullcast Conversational Intelligence's first-principles approach to CRM automation. They signed quickly.
Now that their CRM setup was no longer hamstrung by reps' unwillingness to update the CRM, they went all in on a more robust set of CRM fields. Every field was automatically updated by Fullcast Conversational Intelligence.
The results were immediate. Deal record fill rate skyrocketed from 15% to 90%+. Now flush with context, their delivery teams scoped client projects more accurately. Change orders dropped 60%. And net profit improved on lower internal costs.
"The difference is that Fullcast Conversational Intelligence doesn't just surface insights — it actually updates the CRM. That's what changed everything for us."
Micah van Rijs
Director of RevOps, Vendilli
The Results
Deal-record fill rate climbed from 15% to 90%+,
once CRM updates no longer depended on reps
60% fewer change orders,
as delivery teams scoped engagements with full customer context instead of guesswork
A meaningful improvement in net profit margin,
driven by lower internal costs from fewer change orders