EasyDMARC Increases Win rate by 39% with our Value Selling & Coaching Program

EasyDMARC provides an outbound email security SaaS solution, protecting company domains rather than incoming mail. Their global sales organization of around 30 people is split into direct and indirect (channel) teams, each supported by SDRs who book meetings for Account Executives, who then close deals and hand accounts over to Customer Success.

EasyDMARC's challenge:

Before working with Salesdock, EasyDMARC's sales performance was still above SaaS market standards, but Eltjo Hofstee, VP of Sales, saw a trend he didn't like: conversion rates were slowly declining.

"I strongly believed we could do better because we did better in the past. I wanted to go back to what we did in the past."

The real issue wasn't top-of-funnel volume. It was what happened after the first meeting. More and more deals were stalling halfway through the sales process and quietly disappearing.

"We had more and more deals where, halfway through the sales process, we sort of lost the connection. The salespeople close it as 'ghosted', but in 99% of the cases, there's a reason behind why they are ghosting you."

Hofstee's goal was never simply to book more meetings. It was to convert the meetings his team was already getting into closed deals.

Solutions by SALESDOCk: Value Selling & Coaching, 6-Month Program

EasyDMARC partnered with Salesdock to redesign how their sales team approached opportunities, shifting from a sales process built around the seller's workflow to one built around the buyer's decision-making process.

Key changes introduced through the program:

• Buyer-aligned sales process – restructuring the sales motion around how customers actually buy, not how the team was used to selling.
• Stakeholder mapping – training sellers to identify the full buying committee early, not just the initial point of contact.
• Earlier surfacing of blockers – proactively addressing legal and technical requirements upfront instead of letting them surface late and derail deals.
• One-on-one coaching – live call reviews with a dedicated trainer, where reps' actual sales conversations were analyzed and discussed individually.

The rollout combined initial training with several months of structured coaching:

"We set up the processes and the first trainings in two or three months' time, and then there was another phase of three or four months of coaching. Only at the end of the coaching sessions, I could really see a change happening."

Adoption wasn't instant. Several reps had been selling the "old way" for two to three years, and breaking that habit took longer than expected:

"It was harder to get that change done than I expected."

The Outcome:

By the time of this interview, the shift was clearly paying off:

• Conversion rates are climbing - and still rising. "It's a significant increase. And it's still increasing, funny enough."
• Shorter sales cycles. Deals created more recently are closing faster than deals from the same period last year: "The full sales cycle from first conversation till closed one seems to shorten."
• Fewer late-stage surprises. By surfacing technical and legal requirements earlier, EasyDMARC now sees fewer deals stall unexpectedly deep in the funnel.
• A more confident sales team. "My sellers are all now, first of all, a lot more confident, but they're also very thankful for seeing their conversions going up."

"I really see the conversions drastically going up."

With conversion rates trending in the right direction, EasyDMARC is now applying.

Would Eltjo recommend SALESDOCk?

"Yes. Yes, for sure."