Partnership for the Long Term: Edify Software and The Endurance Group

Edify Software Consulting at a glance

Client

Edify Software Consulting

Industry

Custom software development for education technology

Problem

A referral-based firm needed a consistent sales pipeline and new clients in the US education market.

What TEG provided

Sales and lead generation, content creation and market analysis, since 2017.

Outcome

Dozens of meetings with major industry players, relationships worth hundreds of thousands of dollars, and a team that grew from over two dozen to 60 full-time employees.

Short answer: Edify Software Consulting grew on referrals alone until 2017, when it brought in The Endurance Group (TEG) as an outsourced sales team. TEG built the pipeline, then added a case study library and a market analysis. Edify now has 60 people working full-time, many for clients TEG helped find.

The Client

Federico Hess and Jennifer Beals met more than a decade ago at Roundbox Global, a custom software development company serving the US education technology market. In 2010 they left Roundbox with several colleagues and founded Edify Software Consulting. Edify is now a premier Costa Rican software development firm focused on education technology, and it has historically obtained clients through referrals and partner relationships.

In early 2017, Edify contacted TEG looking for a partner who could accelerate its business development and find new clients in the US education market, particularly US-based education software companies and publishers. Since then TEG has worked with Edify across three disciplines: sales and lead generation, content creation and market analysis. The relationship has played a role in both firms' growth.

Part 1: Lead generation

The Need

When Edify first contacted TEG, it had grown to over two dozen full-time employees and a number of regular contractors without ever hiring a business development expert. Referrals had worked well, but Edify needed more consistency in its sales pipeline and revenue. It looked for an outsourced sales team that could quickly understand its goals and position in the marketplace, and TEG brought decades of experience in outsourced lead generation.

The Engagement

TEG built a plan to put Edify's growth on a sustainable track by building on its existing brand and client base. The work began with a new CRM and marketing collateral based on prospect profiling. TEG then researched detailed target lists against agreed prospect profiles and ran several coordinated outbound campaigns to secure qualified opportunities.

• A new CRM and marketing collateral built from prospect profiles
• Researched target lists based on agreed prospect profiles
• Coordinated outbound campaigns, typically combining phone, email and LinkedIn
• Meetings arranged at major industry conferences, with follow-up calls and email support

The Results

TEG secured dozens of meetings for Edify with high-level contacts at major players in the industry. Several became deals, and many have been renewed multiple times and are still active. The lead generation strategy helped Edify develop relationships worth hundreds of thousands of dollars.

Part 2: Content creation

The Need

By 2019 Edify had established itself as a leader in education technology and kept adding employees to meet client demand, including from clients TEG had found. It wanted to use the strength of its reputation by documenting marquee projects, and to communicate its core values and commitment to improving education through technology.

The Engagement

TEG provided marketing and editorial guidance, including planning and developing a case study library of the stories that best illustrated Edify's offering. From continued work with UCLA to ongoing support for the EdReady platform used by colleges and universities, the case studies showed how Edify differs from other custom software firms.

TEG met directly with Edify employees and with clients' project sponsors, ran interviews and corresponded extensively so each case study portrayed both parties accurately. TEG also built and ran distribution campaigns to targeted audiences and moved qualified contacts into Edify's sales pipeline.

The Results

The case study series highlighted what makes Edify distinct and increased digital engagement, as well as client and employee satisfaction. The work took place during the COVID-19 pandemic, when schools and the wider education ecosystem were in upheaval. Maintaining a sense of identity and purpose helped Edify bring in record revenue amid difficult economic conditions.

Part 3: Market analysis

The Need

In 2020 Edify realized it needed more than an outsourced business development firm. It needed a partner to help it understand its position against competitors and the forces shaping its work, so it could build long-term growth plans. Its main questions were whether to focus exclusively on education and how to differentiate itself among many US-based and international custom software competitors, both for business development and for recruiting talent that meets its standards.

The Engagement

Edify asked TEG for a comprehensive evaluation of the education technology and software development landscape. With continuous evaluation and monitoring, TEG produced customized intelligence to guide long-term planning.

• A comprehensive evaluation of the education market, including key players and competitors
• Direct interviews with some of Edify's most important current and past clients
• Insight into what differentiates Edify from firms offering comparable services

The Results

Edify still references the report, and demand for its services is stronger than ever. It now has 60 people working full-time, many for the same valuable clients TEG discovered. Edify is using the findings to reevaluate its brand identity and positioning, and is integrating the client interview feedback into its strategic planning. It continues to hire to keep up with client demand, and TEG helps it calibrate objectives and approach key decisions about the firm's future.

What makes an outsourced sales partnership last?

The Edify engagement started with lead generation and grew because each phase answered the next question Edify had. The pattern:

• Start with the pipeline: a CRM, clear prospect profiles and researched target lists
• Use the clients you win as proof, through case studies built with the people involved
• Add market intelligence when the questions move from "who do we call" to "where do we stand"
• Keep the partner close enough to help with decisions as the firm changes

See more TEG client results. If you are weighing the same approach, read about business development, run for you or see our work for B2B technology and SaaS and professional services firms.

Frequently asked questions

How does a referral-based firm add a consistent sales pipeline?

Edify grew to over two dozen full-time employees on referrals alone. In 2017 it brought in TEG as an outsourced sales team. TEG implemented a CRM, built marketing collateral from prospect profiles, researched target lists and ran coordinated outbound campaigns by phone, email and LinkedIn.

What results did TEG's lead generation produce for Edify?

TEG secured dozens of meetings with high-level contacts at major players in the education technology industry. Several became deals, many have been renewed multiple times and are still active, and the relationships are worth hundreds of thousands of dollars.

Why did Edify add content and market analysis to the engagement?

As Edify's reputation grew, it wanted to document marquee projects and communicate its values, so TEG built a case study library. In 2020 Edify needed to understand its position against competitors, so TEG produced a market analysis that included interviews with current and past clients.