TechChoice can show technology providers exactly how their marketing investment translates into revenue, without spending hours stitching data together.
Geckoboard brings the numbers into one clear story for every audience. Providers can see their return, sales reps know where they stand, and executives get the performance information they need to make decisions.
TechChoice is a Boston-based technology advisory firm that designs and delivers technology solutions for public and private sector customers.
Technology providers sponsor some of TechChoice’s marketing initiatives. In return, they need to understand how that investment contributes to new business.
Business Operations Manager Eduardo Umaña was responsible for delivering that answer. The data existed, but turning it into a clear ROI figure required considerable work.
“In the past it was hard for me to pull together ROI. And when you’re dealing with high level executives, they just need the solution. They just need the answer.”
Connecting HubSpot to the wider ROI story
TechChoice tracks its sales activity and deals in HubSpot. But proving the return on provider funding required Eduardo to combine that information with data held elsewhere.
This made a seemingly simple ROI question difficult to answer. The relevant information could sit across different HubSpot objects or outside the platform entirely, leaving Eduardo to bring it together himself.
Geckoboard gave TechChoice a way to combine these sources and present the result in one clear view.
The centerpiece is its Marketing Development Funds ROI dashboard. It shows monthly recurring revenue by quarter, month, and the product sets TechChoice customers are using.
“It allows us to tell the story of what we do with their funds and how that translates to more business for them. That’s one of our favourite dashboards.”
Providers don’t just receive a final ROI figure. They can see how TechChoice used their investment and the business it helped generate.
The dashboard can be shared through a link or added to a pitch deck as a screenshot, making the results easy to communicate without giving external stakeholders access to TechChoice’s internal systems.
Giving sales reps a live view of progress
TechChoice also uses Geckoboard to keep individual and team sales performance visible.
Leaderboards show reps where they stand against quota, how they’re progressing toward President’s Club, and how their performance compares with the rest of the team.
“Sales reps thrive on competition, and seeing their placement on the leaderboard serves as motivation.”
Reps don’t have to wait for a sales meeting or ask a manager for an update. They can see their position and progress while there’s still time to influence the result.
Each rep’s dashboard is embedded directly into Monday.com, placing the latest performance data alongside the tool they already use during the day. This makes checking progress part of the team’s normal workflow rather than another reporting task.
Showing each stakeholder what matters
TechChoice uses the same underlying data to answer different questions across the business.
The company president and VP can quickly understand overall performance. Sales reps see the goals and rankings they can influence. Technology providers get a focused view of the return generated from their funding.
“Geckoboard is really useful to summarise our data, simplify it and focus on what is important for each stakeholder.”
Tailoring the view means people aren’t overwhelmed with information that isn’t relevant to them. Each audience sees the part of the performance story it needs, while the numbers remain connected and consistent.
Making ROI easier to deliver
Eduardo could still produce the same reports without Geckoboard, but doing so would take far more manual effort.
Now, he can respond to requests from Sales, leadership, and providers without rebuilding the performance story each time. The dashboards make the information easier to access, understand, and share.
This has given TechChoice greater visibility across the business while making Eduardo’s role in Operations more manageable.
The Geckoboard Support team has also played an important part. During the trial, they helped Eduardo confirm that the platform could handle TechChoice’s specific setup. After the company signed up, they continued working on one of his questions after providing an initial answer and returned with a better solution.
For Eduardo, that ongoing understanding of the account has made Geckoboard feel like more than another platform to manage.
From sales activity to commercial proof
TechChoice’s dashboards connect the work of its Sales team to the commercial story the wider business needs to tell.
Sales reps can see and act on their performance. Executives get a focused view of the numbers behind their decisions. Technology providers can understand how their investment translates into revenue.
For Eduardo, proving ROI no longer means piecing the answer together from scratch. The story is already visible and ready to share.
See how Geckoboard helps Sales teams make performance visible
