The Journey from Siloed Brands to Unified Data Solutions
When Tina Hannagan joined Fusable (formerly part of Randall Riley) in 2022, she encountered a company with tremendous potential but fragmented by individual product brands. Each sales team member literally wore different branded polo shirts depending on which product they were selling and which tradeshow they were attending. This fragmentation wasn't just cosmetic—it created barriers to delivering complete solutions to customers who often didn't realize the full scope of what the company offered, which meant significant revenue was being left on the table.
Key Transformation Points:
- Unified multiple data products under single Fusable brand
- Eliminated siloed sales approach across different product lines
- Created integrated data solutions that answer critical customer questions
- Developed partnerships to embed data where customers already work
As Tina noted: "We had a customer that came to us and said, I have a lot full of combines. What are they worth? Who might be in the market to buy them? And we have the answers to those questions, but we have them in different products... that process is far from efficient, right? But they're very critical decisions that our clients are trying to make."
Building a Modern Revenue Organization Through Thoughtful Change
Rather than implementing sweeping changes overnight, Hannagan took a methodical approach to transforming Fusable's revenue organization. She recognized the value of the company's tenured employees while systematically introducing new capabilities, compensation models, and customer segmentation approaches.
Change Management Highlights:
- Preserved valuable institutional knowledge while adding new capabilities
- Implemented changes in phases to identify what works
- Created new strategic enterprise customer segments based on potential value
- Established different service models for different customer segments
- Invested in leadership development at all levels
"Transformation isn't easy and it's not easy when you're going at it really fast," Hannagan explained. "For me personally, I have to always take that step back and recognize that not everyone is on the same page or thinks the same way about change and transformation that I do."
Strategic Partnerships: Meeting Customers Where They Work
One of the most innovative aspects of Fusable's transformation has been their approach to partnerships. Rather than trying to acquire every complementary capability, they've developed a strategic partnership program that serves multiple purposes. By integrating their data into platforms like CamoAg, Arcadium, and Voze, Fusable is expanding their reach, creating a new pipeline source, and making their data more accessible and valuable to customers.
Partnership Strategy Highlights:
- Integrates Fusable data directly into platforms customers already use
- Reduces number of systems customers need to access (targeting 1-3 tools)
- Tests market demand for specific data elements to inform product development
- Provides valuable feedback for future API development
- Puts Fusable at the center of their customer’s daily workflow and decision-making process
"If they're using any of our products today, which they do for prospecting, for example, they'd have to log into that tool, do their prospecting, extract the file, then potentially they go load it into a CRM or wherever they're going to do their work. And it becomes multiple touch points and swivel chairs where you've got a lot of manual entry, you've got the potential of human error," Tina emphasized.
Key Benefits:
- Lower customer churn through improved data accessibility
- Faster time-to-value for customers
- Cost-effective way to test and learn from market demand
- Pipeline generation through partner networks
- Informs future product development priorities
Technology Stack and Data-Driven Decision Making
The transformation required consolidating multiple CRM systems and creating a streamlined tech stack that would empower rather than burden the sales team. This meant moving from systems primarily used for order entry to true sales enablement tools that provide actionable insights.
Tech Stack Evolution:
- Consolidated to three core platforms: HubSpot (marketing), Salesforce (sales), and Gainsight (customer success)
- Created unified view of customer data and opportunities
- Implemented real-time performance metrics and insights
- Reduced manual reporting burden on sales team
- Enhanced ability to identify and act on cross-sell opportunities
Looking Ahead
Fusable's transformation continues as they build out self-service capabilities for certain customer segments and expand their partnership ecosystem. The company's evolution from a traditional media business to a mission-critical data provider shows how thoughtful leadership and strategic change management can unlock tremendous value while bringing employees along on the journey.
Success Indicators:
- Increased cross-selling across product lines
- Higher customer retention through improved value delivery
- More strategic customer relationships
- Expanded market opportunities through partnerships
- Empowered sales organization with clear growth paths
Fusable’s transformation stands as a powerful example for any company seeking to evolve their revenue organization while preserving the unique qualities that set them apart.
How to listen and watch my interview with Tina on The Revenue Room™ Podcast:
