The challenge
Rootly is a modern on-call and incident response platform trusted by NVIDIA, Dropbox, Replit, and hundreds more. As they scaled, Rootly faced significant hurdles in managing their sales process. Their initial e-signature tool became a bottleneck that led to inefficiencies and fragmentation in their sales workflow.
As the company grew and their sales processes matured, they needed more integrated and efficient solutions to maintain their competitive edge. Not having seamless integration between their e-signature tool and Salesforce CRM was frustrating and holding back their sales team — and their growth.
The solution
Rootly chose PandaDoc to address their document management and sales process challenges due to its seamless Salesforce integration and robust automation capabilities. The transition to PandaDoc was fast, easy, and marked a turning point in how Rootly manages customer interactions.
Using PandaDoc’s Salesforce integration, Rootly now automatically generates proposals based on customer information in Salesforce and their reps can finalize agreements directly from the CRM. The result is a smoother contract review and signing process, better document consistency, and clearer sales pipeline visibility.
By leveraging PandaDoc, Rootly has saved two hours per proposal creation, improved close rates by 16%, and increased average contract value by 10%.
Struggling with operational limitations
Rootly faced significant challenges as their sales team grew. Though their incident response platform is beautiful, responsive, and purpose-built, the same wasn’t true of their document management and contract creation processes.
JJ Tang, Rootly’s CEO, described the situation: “The need for tools to start working together really grew after we decided that our sales maturity wasn’t there. We moved over to Salesforce. Docusign did not work well with Salesforce.”
The challenges Rootly faced with their existing tools led to fragmented workflows, low visibility for sales leaders, and time-consuming manual tasks for sales representatives. The team often struggled to find contracts and keep their proposals consistent. These operational hurdles made it difficult to scale their processes effectively as the company grew.
Saving time with seamless integration
Rootly chose PandaDoc for the robust Salesforce integration and powerful automation capabilities, which streamlined their proposal creation process. The seamless integration saves significant time when it comes to gathering customer information and monitoring deal cycles within the CRM.
With PandaDoc, Rootly’s sales team gained the ability to automatically generate proposals using Salesforce customer data, then finalize them directly within the CRM. This eliminated switching between applications, saving time and maintaining consistency across all sales documents. The streamlined workflow improved not only the efficiency but also the overall quality and professionalism of Rootly’s proposals.
Plus, PandaDoc was easy to use. “One 30-minute conversation with our sellers on a forecast call on how to use PandaDoc, and we were done. That was all the training they needed. It’s so easy,” Tang said.
Accelerating deal velocity with streamlined workflows
Implementing PandaDoc also significantly accelerated Rootly’s deal velocity. The streamlined workflow enabled faster contract creation, easier collaboration, and quicker turnaround throughout the sales process.
Tang emphasized efficiency’s importance: “Our job is to sell, at the end of the day, and to enable and to help our customers accelerate. This whole contract-out process — it should really be seamless. The more automation we can find there, the easier.”
By leveraging PandaDoc’s features, Rootly experienced a transformation in their sales pipeline. Contract creation and sending sped up, while collaboration improved. The platform enabled quicker turnaround times for contract reviews and signatures, reducing delays and accelerating deal closures.
On top of that, PandaDoc provides visibility into contract status throughout the sales pipeline, allowing for better deal management. With PandaDoc, Rootly now has a partner for growth.
“PandaDoc is a reliable partner that helps us streamline workflows as we achieve greater sales maturity. It’s not just better — it’s in a league of its own,” Tang stated.
Slashing time to create by two hours and improving close rates by 16%
Integrating PandaDoc with Salesforce transformed Rootly’s customer interactions. The seamless integration dramatically reduced proposal creation time by two hours per document and improved close rates by 16%. This efficiency boost allowed Rootly’s sales team to focus on relationship-building and closing deals, rather than wasting time with administrative tasks. Additionally, Rootly saw a 10% increase in average contract size, further demonstrating PandaDoc’s positive impact on their bottom line.
Tang summarized this impact: “Implementing PandaDoc early in our growth phase was one of our best decisions. It provided the automation and integration we needed from the start, saving us from managing fragmented tools and manual processes. With PandaDoc, our sales team focuses on what they do best — selling — rather than juggling contracts and quotes. It has set us up for success and ensured a smooth and scalable sales process as we continue to grow.”
Now positioned for growth, Rootly can focus on expanding. The time they’ve saved on proposal creation, improved close rates, and increased contract values have given them a significant competitive edge in their market. These improvements have not only streamlined their current operations but also set a strong foundation for future scaling and success.
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"PandaDoc is a reliable partner that helps us streamline workflows as we achieve greater sales maturity. It’s not just better — it’s in a league of its own."
