About Webvar
Webvar is a dynamic B2B marketplace that connects Independent Software Vendors (ISVs) with enterprise buyers. Their platform simplifies the procurement process, operating a sophisticated two-sided business model that requires managing high-touch relationships with both software sellers and corporate purchasers simultaneously.
The Challenge
Managing a two-sided marketplace effectively means running two distinct businesses under one roof. Webvar needed a CRM infrastructure capable of handling this duality without compromising on speed or visibility.
Mastering the Dual-Sided Funnel: The sales motion for onboarding a Vendor is fundamentally different from closing a Deal with a Buyer. Trying to force these two distinct workflows into a generic, unmanaged CRM created friction and obscured the true health of the marketplace.
Centralizing Commercial Intelligence: With critical data living in disconnected tools like Lemlist, LinkedIn, and spreadsheets, leadership sought to bring all relationship history into a single, governed environment to ensure no opportunity was missed.
Streamlining for Velocity: The team recognized that their previous process had become over-engineered. They needed to strip away complexity and build a lean, intuitive pipeline that empowered the sales team to move fast, rather than bogging them down with administrative hurdles.
Our Approach
We designed and implemented a new Attio workspace from the ground up, tailored to Webvar's specific marketplace model.
Methodology: The best solution was simplifying their pipeline. The hardest part of the project was managing the change and onboarding the team to a new, more streamlined process.
The Stack: We managed the migration from HubSpot and various spreadsheets into a unified Attio workspace.
Data & Automation: We architected a clear, dual-sided funnel with separate, dedicated pipelines for "Vendors" and "Buyers," each with its own simplified stages and attributes.
The Results
The rapid migration to a unified Attio CRM has transformed Webvar’s operations, providing the structure needed to scale both sides of their marketplace.
A Single Source of Truth: All buyer, vendor, and deal data is now centralized in Attio, providing a complete view of the business.
Full Pipeline Visibility: The team can now accurately track the progress of every deal in both funnels, identifying bottlenecks and opportunities.
Improved Team Adoption: The simplified pipeline and user-friendly interface led to immediate adoption and a clear sense of ownership within the team.
Why It Matters
For a business managing a two-sided marketplace, a fragmented or unmanaged CRM can create chaos and kill productivity. Migrating to a unified, user-friendly platform with a simplified process provides the clarity and structure needed to manage complex operations and scale effectively.
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