Case Study: PandaDoc achieves 35% ACV growth and accelerates opportunity pipeline with SalesLoft

PandaDoc Grows ACV by 35% Without Extending Time to Close

PandaDoc is an all‑in‑one document automation platform for SMBs that helps teams create, send, track and e‑sign sales documents. Facing high inbound volume from a 14‑day free trial (and frequent misconceptions that it’s “just e‑sign”), the company needed to better qualify, prioritize and assign leads, standardize cadences across reps, and align marketing with sales to drive faster, more consistent conversions.

By implementing SalesLoft team cadences, automation rules and analytics, PandaDoc automated lead routing, unified messaging, and surfaced areas for optimization. The result: average contract value grew by roughly 30–35% without extending time to close, SDRs average a 37% connection rate and 35% opportunity creation, three of the company’s top pipeline months followed the rollout, AR follow‑up time fell to ~20 minutes and outstanding balances dropped over 40%, and the platform has been successfully extended to customer success and finance for cross‑team, global alignment.

PandaDoc

Denis Malkov

Revenue Operations Leader