Case Study
GrassRoots case study: unlocking growth through data, alignment, and strategy
What began as a three-month pilot with one business unit evolved into a long-term, multi-stream partnership that helped GrassRoots transform its internal operations, unify siloed data, and unlock new cross-sell opportunities across the organisation.
We streamlined sales processes, aligned internal teams, and introduced a single customer view that became the cornerstone of their Salesforce implementation. From sales optimisation and comms strategy to data transformation, this was a project that delivered measurable business impact and laid the groundwork for long-term growth.
The Client
Grassroots group is a leading provider of employee and customer engagement solutions, with over 14,000 clients - including 41 of the FTSE 100. Their suite of services included seven separate employee benefit products delivered by distinct internal teams.
The Challenge
When we were first engaged by the CycleScheme team, the brief was to increase activation among newly registered clients - encouraging them to launch the scheme internally and begin transacting. However, it quickly became clear that a wider challenge existed: GrassRoots’ various business units were working in silos.
Each team had its own systems - from spreadsheets to CRM tools - and none of them shared data or insights. This fragmented view not only limited cross-sell opportunities but also created inefficiencies and duplicated effort.
The Objective
Increase uptake among new CycleScheme clients
Deliver cross-sell opportunities across the GrassRoots product suite
Create a single customer view to support coordinated outreach
Align internal sales and marketing efforts for greater consistency
Support the future implementation of SalesForce through unified data
The Approach
From pilot to partnership
We started with a three-month project focused on CycleScheme activation. Through tailored outreach and in-depth anecdotal feedback, we helped increase engagement and delivered voice of customer insight that shaped changes to the registration process and website UX. The success of the pilot led to an extended engagement and an expanded brief - including upsell activity and retention campaigns.
Cross-sell & sales process optimisation
We launched a large-scale cross-sell initiative - dubbed THE BIG CROSS SELL - aimed at introducing additional GrassRoots products to existing customers. This required strategic sales messaging, coordination across departments, and deep knowledge of each product offering.
Creating a single customer view
To enable effective cross-sell and eliminate duplication, we developed a bespoke application within our CRM platform to consolidate and deduplicate customer data from across all business units. This gave us - and GrassRoots - a unified view of customer engagement across the group for the first time.
SalesForce integration support
A year into our engagement, GrassRoots decided to implement SalesForce as their central CRM. The only clean, complete, centralised data source in the organisation was the customer data we had built in our CRM app. We worked closely with the SalesForce implementation team to support data mapping and migration, ensuring a smooth transition and continuity of insight.
Retention & rescue
We also ran targeted re-engagement campaigns with lapsed customers - successfully rescuing a quarter of disengaged accounts and providing visibility on which were permanently dormant.
The Results
60 cross-sell meetings generated via THE BIG CROSS SELL campaign
49 lapsed customers reactivated
119 meetings booked across all campaigns
Over 6,900 conversations held across 15 separate projects
Single customer view built and used as the data foundation for SalesForce
Operational alignment achieved across seven product teams
Sales and marketing integration that unlocked new commercial opportunities
Trusted, embedded partner status within the GrassRoots client services team
