02
October
2025
•
5 min read
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“Diffly enabled us to shift from an intuitive approach to a data-driven strategy, with a direct impact on our growth. In less than a year, we increased our conversion rate by 35% and doubled our migration rate to paid plans, while training our teams with concrete insights. A partnership that changed the way we sell.”
Simon Bouchez
COO of Crossbeam (former CEO of Reveal)
About Crossbeam and Reveal
In 2024, Crossbeam, the global leader in Ecosystem-Led Growth, announced its merger with Reveal, the French scale-up and pioneer of Nearbound, to create a unified platform dedicated to optimizing B2B partnerships. Together, the two companies, which serve over 25,000 customers worldwide, enable sales, marketing, and partnership teams to maximize revenue through cross-analysis of CRM data and automation of shared account mapping. This strategic union, achieved through a stock exchange, strengthens Crossbeam’s position as the global reference in partner ecosystem management by integrating the complementary technologies and philosophies of both players.
Founded in 2019 in Paris, Reveal initially established itself as a key player by connecting companies’ CRM ecosystems to identify shared business opportunities. With over 4,000 companies in its network, including leaders such as Contentsquare, PayFit, and Qonto, and a $50 million funding round in 2022, Reveal had already made its mark with its innovative approach to B2B collaboration. Diffly had previously collaborated with Reveal before this merger, illustrating the growing importance of data-driven partnerships in revenue generation.
The challenges of rapid growth: scalability and conversion
Led by its CEO Simon Bouchez and VP Sales Marco Da Silva, Reveal faced three major challenges to sustain its expansion:
Capitalizing on every sales opportunity
With a rapidly growing sales team and an expanding international presence, Reveal needed to ensure that new hires quickly mastered the levers of conversion. The challenge was twofold: maintain a high closing rate while precisely understanding why certain opportunities were won or lost. Without clear visibility into prospect decision criteria, the company risked losing market share in strategic segments.
Optimizing freemium-to-paid migration
Reveal’s freemium model generated a large volume of users, but conversion to premium offers remained a major area for improvement. To accelerate this transition, it was essential to identify the use cases and triggers that drive customers to upgrade to a paid version, information that was difficult to obtain without structured analysis of purchasing behavior.
Overcoming the limitations of an artisanal feedback process
Initial internal attempts to collect customer feedback encountered several obstacles. The process was both time-consuming, from organizing interviews to analyzing data, and unreliable, as responses were often biased by existing commercial relationships. Worse still, this manual approach did not allow for continuous, systematic analysis, which is critical for a hypergrowth scale-up.
“We needed a solution that would provide actionable insights without overburdening our teams. Diffly was the obvious answer to this challenge.”
Marco Da Silva
VP Sales at Crossbeam (former Reveal)
Diffly: The Key Partner for Industrializing Deal Analysis
Reveal chose Diffly for its ability to quickly deploy a win-loss analysis program integrated into its existing ecosystem. From the start of the collaboration, three pillars were established:
Native integration with Salesforce
The Diffly platform was directly connected to Reveal’s CRM, enabling automatic synchronization of all deals—both won and lost. This integration gave Reveal a centralized view of its opportunities, with the ability to filter and target analyses by deal size, customer type, or product line.
A structured, multi-channel feedback program
For every completed sales opportunity, Reveal systematized feedback collection using a differentiated approach:
- Prospects representing a potential value of over €15K were subject to in-depth interviews conducted by Diffly consultants, ensuring neutrality and expertise in gathering insights.
- Smaller opportunities were analyzed through targeted surveys, allowing for rapid identification of recurring trends and pain points.
- In parallel, sales teams provided internal feedback to cross-reference field perceptions with objective data.
Actionable insights in real time
As soon as feedback was collected, the relevant teams received a notification containing all key elements: CRM data for the deal, decision criteria ranked by impact, an analytical summary written by Diffly, and the full interview transcript. This information was immediately accessible to salespeople and program managers, enabling quick and targeted action.
360° analysis for informed decisions
Beyond collection, Diffly enabled Reveal to analyze its performance at various levels: globally to identify cross-cutting trends, and granularly by salesperson, product, or market. This multi-dimensional approach provided Reveal with a detailed understanding of its strengths and areas for improvement.
Measurable Results Across the Organization
The impact of the program was felt quickly at all levels of the company:
- Improved sales performance
In less than a year, Reveal achieved a 35% increase in its conversion rate, thanks to a better understanding of prospect decision criteria. Sales teams refined their pitch to address identified objections precisely, while prioritizing high-potential deals. The sales cycle was shortened, with more targeted arguments from the first interactions. - Continuous upskilling of teams
The insights collected served as the basis for individualized coaching sessions, enabling salespeople to improve their techniques using real-world cases. Playbooks and battle cards were enriched with responses to actual objections, directly sourced from customer feedback. The result: better team cohesion and a more rigorous sales approach. - Accelerated migration to paid plans
A deep understanding of conversion triggers allowed Reveal to adjust its offering and messaging. Key features were added to the product roadmap to meet the expectations of freemium users, while targeted campaigns were launched to convert them. The success rate of these migrations doubled, boosting the company’s recurring revenue. - Stronger alignment between product and market
Customer feedback, systematically shared with the Product team, helped prioritize developments based on field expectations. This continuous feedback loop not only validated certain hypotheses but also revealed emerging needs, such as specific integrations requested by certain sectors, before they were formally expressed.
“Diffly saved us valuable time. Today, we no longer guess what our customers want: we know, and we act accordingly.”
Simon Bouchez
COO of Crossbeam (former CEO of Reveal)
Conclusion : feedback as a growth lever
By adopting Diffly’s win-loss analysis program, Reveal transformed every sales interaction into a learning opportunity. What was initially seen as a data collection process became a strategic pillar for the company :
- For sales teams, it is a daily tool for continuous improvement.
- For the product team, it is an endless source of insights for prioritizing developments.
- For marketing, it is a goldmine of information for refining messages and targeting campaigns.
The result is a more agile organization, capable of growing based on concrete data rather than intuition. For Reveal, Diffly is no longer just a service provider but a key partner in its scale-up strategy, an investment now measured in additional growth points.
