Case Study: How UserEvidence Multithreads Enterprise Deals with Digital Sales Rooms
Learn how UserEvidence, a fast-scaling SaaS company, uses digital sales rooms to accelerate enterprise deals, reduce sales cycles by several weeks, and improve their 'sell between' process with multiple stakeholders.
Case Study: How UserEvidence Multithreads Enterprise Deals with Digital Sales Rooms
UserEvidence is a fast-scaling SaaS company specializing in collecting, curating, and sharing compelling customer evidence that help GTM teams build trust and win markets. With 50 team members across North America, they know a thing or two about building trust in B2B sales.
In the competitive world of B2B SaaS, UserEvidence has built a reputation as the leading customer evidence platform. But even companies that specialize in building trust face significant challenges when it comes to their own sales processes—particularly when dealing with complex enterprise deals involving multiple stakeholders.
This case study explores how UserEvidence, under the leadership of VP of Sales Heather Bell, transformed their enterprise sales approach using digital sales rooms to overcome critical challenges in stakeholder communication and deal acceleration.
Watch the Full Case Study
Hear directly from UserEvidence's VP of Sales about their digital sales room implementation
The Challenge: Complex Enterprise Sales with Multiple Stakeholders
Team Size
Team members across North America
Experience
Years of B2B SaaS experience (Heather Bell)
Challenge
Enterprise deals with complex buying committees
The "Sell Between" Process Problem
Before implementing digital sales rooms, UserEvidence faced a critical challenge that many B2B SaaS companies struggle with: ensuring seamless communication and engagement between touchpoints in their sales process—what they call their "sell between process."
"Getting to the stakeholders is very hard in our business, and it's where our deals potentially die. This is a way to increase our conversion rates." - Heather Bell, VP of Sales
Specific Pain Points
Stakeholder Access Barriers
Information Management
Champion Enablement Gaps
The Solution: Digital Sales Rooms for Enterprise Deal Management
Why UserEvidence Chose Digital Sales Rooms
UserEvidence needed a solution that would centralize all relevant resources in one place while providing stakeholders with easy access to information. The decision came down to several key factors:
🎯 Simplification
Consolidating all relevant sales resources into a single link, making it easy for buyers to access everything they need.
🤝 Stakeholder Engagement
Providing champions with tools to "sell between" meetings, reducing downtime and maintaining momentum.
🔗 Integration
Seamless interoperability with existing tools like Gong and UserEvidence's platform.
👥 Human Element
Working with a team they enjoy collaborating with and getting the support they need.
"It needed to be easy to use, right? Our tech stack is already hefty, so we needed something that would have simple UI/UX so anyone on the team can jump in without extra training." - Heather Bell
The Human Factor in Vendor Selection
Beyond the technical capabilities, UserEvidence valued the personal relationship and support quality:
"Andy [Distribute's founder] was a huge factor. It's a team we enjoy working with and get the support we need." - Heather Bell
This highlights an important consideration for B2B software selection: the people behind the platform matter as much as the platform itself.
Implementation: A Smooth Rollout Process
Phased Approach to Adoption
UserEvidence took a strategic approach to implementing digital sales rooms:
Trial Phase
Started with a brief trial involving two enterprise sellers to validate platform fit and measure initial results.
Full Adoption
Once proven effective, the team adopted it across the organization with minimal onboarding required.
Template Customization
Pre-built templates were customized to UserEvidence's specific use cases and buyer personas.
Team Training
Simple UI/UX meant minimal training was needed, crucial since most team members were first-time AEs.
"Setup was honestly a breeze," Heather shared. This ease of implementation was critical given that most of her team were first-time AEs who needed tools that were intuitive and didn't require extensive training.
Results: Tangible Improvements Across Key Metrics
Primary Business Impact
The implementation of digital sales rooms delivered measurable results across multiple areas:
Deal Cycle Reduction
Reduction in days to book next demo
Process Efficiency
Elimination of lost email attachments
Team Efficiency
Sales and CS processes unified
Specific Improvements
1. Accelerated Decision-Making
"The number of days to book the next demo has shortened by several weeks." - Heather Bell
By consolidating materials in a single link, champions could secure executive buy-in faster, significantly reducing the time between initial interest and next steps.
2. Streamlined Communication
- Eliminated cumbersome email chains that previously caused delays
- Centralized all deal-related communication in one place
- Enabled sales reps to focus on relationship-building rather than administrative tasks
3. Enhanced Professional Perception
"Distribute is a huge way to help us present that we have our business together." - Heather Bell
Digital sales rooms helped UserEvidence present itself as a polished, enterprise-ready partner, improving buyer confidence and trust.
Extended Impact: Beyond Initial Sales
Customer Success Integration
The benefits of digital sales rooms extended beyond the initial sale:
- Seamless transition from sales to customer success
- Consistent experience from onboarding through ongoing account management
- Unified platform for all customer interactions
Long-term Process Improvements
"It has just made our lives better and our selling process so much easier and more organized." - Heather Bell
The platform now supports both sales and customer success teams, creating a comprehensive approach to customer relationship management that extends well beyond the initial purchase.
Key Lessons and Best Practices
1. Prioritize Ease of Use
UserEvidence's success was partly due to choosing a platform that required minimal training. When your sales team includes first-time AEs, simplicity becomes a competitive advantage.
2. Focus on Stakeholder Enablement
Rather than just organizing content for sellers, think about how to empower your champions within the buyer organization. Digital sales rooms should make it easier for advocates to sell internally.
3. Integration is Critical
The platform needed to work seamlessly with existing tools like Gong and UserEvidence's own platform. Choose solutions that enhance rather than replace your current workflow.
4. Measure What Matters
UserEvidence focused on metrics that directly impacted their business:
- Time to next meeting
- Stakeholder engagement levels
- Deal progression speed
- Professional perception improvements
The Future: Scaling Success
UserEvidence's implementation demonstrates how digital sales rooms can transform enterprise sales processes by:
- Solving real stakeholder communication challenges
- Accelerating deal progression through better organization
- Enhancing professional credibility with buyers
- Creating scalable processes for growing teams
UserEvidence's success story shows the powerful impact digital sales rooms can have on complex B2B sales processes. From reducing sales cycles to improving stakeholder alignment, the right platform can transform how your team approaches enterprise deals.
Want to see similar results in your organization? Learn how digital sales rooms can help you accelerate deals, improve win rates, and create better buyer experiences.
Frequently Asked Questions
How did UserEvidence handle the transition from email to digital sales rooms?
The transition was gradual, starting with a trial involving two enterprise sellers. The ease of use meant minimal training was required, and the immediate benefits (like reduced email chains) made adoption natural.
What specific features were most valuable for UserEvidence?
The most valuable features were content consolidation, stakeholder collaboration tools, and the ability to create a professional, organized experience that helped champions sell internally.
How does this approach work with first-time AEs?
The simple UI/UX was crucial for UserEvidence's team of largely first-time AEs. The platform's intuitive design meant team members could become productive quickly without extensive training.
Interested in learning more about digital sales room implementation? Explore our guides on digital sales room best practices and how to implement digital sales rooms.
Andrew Mewborn
Content Specialist at Distribute. Exploring the intersection of AI, sales, and buyer enablement.
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