How Payfit Doubled Its Win-rates Through Its Ecosystem
- High-quality lead generation
- Pipeline prioritization through account mapping
- Accelerated sales cycle
- Data-driven partner evaluation
- Scalable growth strategy with GDPR compliance


Like any great Global Outbound Growth Lead, Romain Fernandes Richard of Payfit is accustomed to experimentation. A true scientist, Romain flows through each phase of try, fail, adjust until he strikes gold. Or, in his case — growth. One such golden growth experiment took place in the summer of 2020.
Payfit is a payroll & HR management software company employing over 500 people across Europe and serving more than 5,000 SMEs in France, Spain, Italy, Germany, and the UK. With over 200 members on their Sales team, their target for annual lead generation is ambitious — for 2021, the number was 30,000.
Led by Romain, the Growth team was able to hit that target thanks to their ability to generate high-quality leads using Crossbeam.
Romain already knew, based on data from the product team, that a significant portion of Payfit’s database overlapped with a partner’s customer base. He also knew that a prospect’s level of digitalization had a huge impact on conversion rate. That led him to a key hypothesis:
Payfit would increase the quality of prospects if the prospect was already a customer of one of their partners.
To test this, the Growth Team adopted Crossbeam as their tool for experimentation. They selected a single partner and, while respecting GDPR and confidentiality standards, used Crossbeam’s free tools for just two months. What they discovered was immediate and impactful — a significant increase in higher quality prospects.

“That's the main difference in my job from year one to today. Crossbeam is really helping get things scalable,” said Romain.
Defining high-quality leads
With Crossbeam, Payfit connects with companies to match partner clients with Payfit prospects, helping them prioritize their pipeline more effectively. Qualified leads are then handed off to the SDRs.

These leads from Crossbeam perform significantly better:
- Higher conversion rates compared to other sourcing methods
- Faster decision-making: "We get a no, or yes, much more easily instead of going into long processes."
- Better efficiency and lower cost per lead
Payfit takes a granular approach to KPI measurement, and Romain uses detailed conversion tracking to maximize and scale what's working. The results of using Crossbeam speak for themselves:
- Up to 60% conversion from lead to demo
- Up to 50% conversion from demo to customer
- 100% better overall conversion rate from Crossbeam leads
Crossbeam also empowers Payfit to:
- Activate their user base through valuable product integrations
- Measure partner overlap (e.g., 10% of the customer base shared)
- Strategically evaluate and plan integrations based on actual data

Growth for growth
As a seasoned Growth Marketer, Romain is used to building hacks and quick wins. Over time, he’s evolved from scrappy tactics to scalable strategies — powered by tools like Crossbeam.
“That’s the main difference in my job from year one to today. Crossbeam is really helping get things scalable. Partners have always shared — either via a few Excel sheets or intros — both time-consuming. With Crossbeam, I have the best of both worlds. It is legal, not time consuming, and is very scalable.”
Ready to unlock scalable growth through high-quality leads? Discover how your team can leverage Crossbeam to drive better conversion rates, faster sales cycles, and smarter partner strategies — just like Payfit.
Book a meeting with our team and see Crossbeam in action.



Explore features built for

Trade in your spreadsheets and surface the most promising opportunities in your ecosystem with Crossbeam’s pipeline matching engine.

Keep pace with your partner pipeline. Monitor trends with partners and action ecosystem opportunities with a birds eye view into your revenue engine.

Stay up to date on accounts and keep things moving by sending notifications where work happens. Makes moves faster with real-time notifications in Slack and Email.

Connect your partner data anywhere. Get your ecosystem engine going with integrations that fuel your go-to-market teams and business outcomes.
Turn your ecosystem into your #1 revenue source
Instantly capture insights from your ecosystem in less than a minute.