How UserTesting Multiplies Channel Sales with Crossbeam

For sales and channel leaders, the CRM's introduction — specifically Salesforce — was revolutionary. Over the last two decades, they waited patiently for an addition to their tech stack to include account mapping. The need to replace the excruciating hours spent doing account mapping by hand was closely seconded by days (and sometimes weeks) spent waiting for a partner's response regarding the contact information for an account representative.

Good news for partners and leaders in the Channel: that tool has arrived.

Why are you still account mapping with Excel?

UserTesting is a customer experience tech company that gives companies a first-person understanding of how their target audience behaves throughout any experience and why.

Partnerships are especially valuable to CX technology companies, because relationships must be established and maintained with key Independent Software Vendors (ISVs), including verticals like:

• e-Commerce
• Marketing Technology (MarTech)
• Translations
• Cloud Infrastructure

...to develop strategies for:

• recruiting
• integrations
• co-selling
• co-marketing

Kalen Kimm, the Director of System Integrators and Strategic Partners for UserTesting, joined the team in early 2020. Through his career, Kalen has witnessed the evolution of the channel on the frontlines and was among the professionals carrying the weight of these manual burdens.

While sharing an Excel spreadsheet of account leads with a partner, the partner asked: “Why are you still using Excel?”

Then he introduced Kalen to Crossbeam. Immediately, Kalen understood the potential value — but not just how much value it would actually provide.

The account multiplier

Crossbeam shed the layers of Excel spreadsheets from Kalen's weekly routine and gave him instant access to the information he once had spent weeks waiting to receive.

His conversations with partners, account executives, and C-level executives have all drastically changed. Before using Crossbeam:

• He would wait a week or more for a partner to confirm if they had a contact on one of his target accounts.

Now:

• Those lags are gone — because he no longer needs to ask.
  

Using Crossbeam, Kalen can immediately view his partners' presence in UserTesting’s prospective accounts. He’s able to execute strategies that serve both parties through the common opportunities Crossbeamed on the platform.

And while time savings is significant, the real value lies in increased visibility.

Before:

• Conversations with partners focused on a single account.
  

After Crossbeam:

• Conversations expand to 5–7 accounts per session.
  

This multiplying effect is due to the powerful, accessible information Crossbeam provides. Kalen can easily run a report to view his partners’ presence across all of his current and prospective accounts.

Driving sales strategies and integrations

Beyond his own desk, Kalen uses insights from Crossbeam to:

• Engage his account executives
• Provide tangible data for higher-level strategic conversations

His sales team has since:

• Changed how they approach their territories
• Shifted their mindset to include partner collaboration
• Brought partner account executives into play to help hit targets

Crossbeam data even helped support integration decisions at the C-suite level. “When it rains, it pours” comes to mind.

It’s not just that Crossbeam made information accessible, but that it unlocked collaboration and strategy across the ecosystem.

In UserTesting’s case, Crossbeam didn’t just add efficiency. It created a multiplying effect — on pipeline, on productivity, and on every conversation Kalen now has within his company and with his partners.

Stop mapping accounts manually.  Start uncovering hidden revenue and accelerating co-sell motions — just like UserTesting. Book a demo with our team.