Challenge
Norrie was struggling to identify PQLs and proactively manage deals through Intercom and spreadsheets. They needed a flexible and powerful CRM which natively supported their product-led growth (PLG) motion.
Solutions
Use Char to build a CRM which integrates their product and customer data, helping them surface opportunities by providing visibility over their entire customer base.
Results
A single source of truth for all deals, product data, and customer data
A highly tailored CRM which precisely reflects and scales with their PLG motion
Vastly improved efficiency and accuracy of the lead triage process
Norrie.io’s story
In 2015, co-founders Gary Smith, Oliver Carter, and Emily Davis were running a web design agency when they realized just how laborious and inefficient quality assurance (QA) testing was.
“I was doing QA testing on a complex web application for one of our clients, and having to manually create individual Trello cards for every bug,” explained Gary Smith, CEO and co-founder of Norrie. “There were hundreds of errors to flag, and I just reached the point where I was completely sick of this process. I knew there had to be a better way of annotating feedback for developers.”
Enter Norrie, an intuitive, visual tool for reporting bugs and providing feedback on websites and web applications.
“Norrie is like Intercom, but for web developers,” says Gary. “Our website widget is a visual tool that makes it really easy to annotate and communicate your feedback in real time on your website. We then plug directly into your Trello, Linear, GitHub, etc., in two-way synchronization to enhance your existing workflow.”
Since launching their tool in 2020, Norrie has grown rapidly. “We've got 5,000 customers who have reported more than 3 million issues using our tool.”
Surfacing high-quality leads
Integrating product and customer data inside their CRM has been a major unlock for Norrie’s growth.
“We have hundreds of new companies signing up every week, which made it really hard to find the gems,” says Gary. “Integrating our product data into Char has been crucial to give us visibility over our entire customer base.”
“Having our product and customer data in one place really helps us surface new opportunities, including high-potential accounts, accounts who are a churn risk, and accounts we can target for upselling. Thanks to Char, we’ve massively boosted our efficiency and increased our revenue.”
Scaling up alongside Char
For Norrie, Char has quickly become a key tool in their GTM stack as they scale. “We’re continually adding new people into our Char workspace as we expand the team,” says Gary.
“The response from the team has been overwhelmingly positive. We finally feel like we have a CRM that’s doing the work for us to accurately represent our business, rather than the other way around.”
Gary feels confident in Char’s ability to scale with Norrie as they grow. “I feel like you have built such a strong architecture and infrastructure at Char, and I’m really excited to build on top of it. The speed at which the team ships new updates is incredible—we’re really looking forward to seeing what’s next on the roadmap.
