“It keeps the goal in your face—every day. If you keep this pace, you’ll end at 120. That drives action.”
Executive Summary
Syncle operates across Europe and North America with specialized pods, working at a fast pace built on teamwork, knowledge sharing, and continuous coaching. Success at Syncle depends on collaboration and initiative—every team member is expected to take ownership and move quickly.
From the start, Patric Lindström, CRO at Syncle, has been committed to leading with data. He wanted every rep, manager, and board member to have clear, real-time visibility into performance and goals — not just quarterly reviews or static reports.
As Syncle grew, the volume and complexity of its pipeline increased. The team needed a single place to track targets, pipeline health, budget pacing, and risks — both in real time and to prepare ahead of weekly check-ins and board meetings.
Dear Lucy has provided that foundation since 2020. With role-based dashboards, forecasting, and clear goal tracking, reps manage their pace and bonuses, managers forecast and coach with confidence, and the board accesses concise, tailored views. With budget metrics and alerts guiding attention, Syncle stays data-driven while maintaining its dynamic, collaborative sales culture.
Customer Snapshot
Company: Syncle
Interviewee: Patric Lindström, Chief Revenue Officer (CRO)
Industry: E-commerce enablement / Retail tech
Markets: Europe (Helsinki HQ) & North America (US & Canada)
Sales model: Outbound-led, solution selling across enterprise and mid-market
Team: SDR → AE → Account Manager pods focused on acquisition, closing, upselling, and churn control
Sales cycles: Enterprise ~3–4 months; Mid-market ~4 days to ~1 month
Investors: Alfvén & Didrikson, Vendep Capital, Reaktor, Kim Väisänen
Dear Lucy customer since: 2020
“Time is limited. Before a board meeting or weekly, I need to go to one place, open two or three dashboards, and instantly see where we stand—versus budget, and who’s over- or under-performing.”
The Challenge: Scaling at Full Speed
Syncle’s sales organization is built for speed and focus. Separate pods target Europe and North America, each with dedicated playbooks for enterprise and mid-market customers. Enterprise deals typically run on three- to four-month cycles, while mid-market deals can close in just a few days—requiring a balance of strategic planning and rapid execution.
As Syncle grew, complexity increased. Information was scattered, and the time to analyze it was extremely limited. The company needed a single place to track performance, align teams, and make decisions quickly.
Key challenges included:
Keeping teams aligned: Scaling without losing clarity across continents and roles.
Meeting investor expectations: Delivering reliable reporting and insights for the board.
Motivating reps: Giving daily visibility into targets and bonus triggers.
Improving forecast accuracy: Separating commit vs. best-case forecasts and comparing to historical data.
Prioritizing deals: Identifying at-risk opportunities and where leadership should step in.
Eliminating manual work: Moving beyond spreadsheets and inconsistent reporting.
Why Syncle Chose Dear Lucy
Syncle adopted Dear Lucy early to create a solid data foundation that would grow alongside the business. The company needed a solution that was simple enough to get teams aligned quickly, yet powerful enough to support advanced needs as the sales organization matured.
Dear Lucy provided exactly that—a single, scalable platform that keeps everyone on the same page, from reps to managers, executives, and the board.
Key capabilities include:
Role-based dashboards customized for every level of the organization.
Predictive forecasting with clear commit vs. best-case views and historical comparisons.
Deal Scoring to reveal which deals are most likely to close and where extra attention is needed.
Realized ACV tracking to understand when booked revenue actually begins billing.
Clear goal tracking with visual indicators that keep performance visible and actionable.
Activity-to-outcome metrics to connect actions to results and guide coaching.
Reliable data exports to streamline monthly bonus calculations.
“Dear Lucy tells me where to invest my limited leadership time—exactly which deals to jump into.”
Implementation & Adoption
Syncle rolled out Dear Lucy in 2020 and quickly made it a central part of its daily operations. From the very beginning, dashboards were customized for each role, ensuring that everyone—from frontline reps to executives—had exactly the information they needed:
SDRs track pipeline creation and early-stage activities.
Account Executives focus on pipeline movement and closing performance.
Account Managers monitor upsells.
Managers oversee team progress, forecasting, and coaching priorities.
Executives and board members access curated dashboards for strategic insights.
Beyond individual dashboards, Dear Lucy supports Syncle’s structured operating rhythm, ensuring consistent visibility and alignment across teams:
Attract forums where SDRs exchange outreach tactics and ideas.
Deal forums to review opportunities and share best practices.
Book-of-business reviews to track customer portfolios and identify churn risks.
Quarterly business reviews (QBRs) for planning, goal setting, and new initiatives.
Board meetings with real-time dashboards providing clear, shared context.
By integrating Dear Lucy into these regular touchpoints, Syncle has built a disciplined, data-driven sales culture that drives collaboration and continuous improvement.
“We train every week, coach calls, share tips, and meet in structured forums. Dear Lucy is the shared lens for all of that.”
How Teams Use Dear Lucy
Dear Lucy is deeply embedded in Syncle’s day-to-day operations. It’s not just a reporting tool—it’s the shared view that keeps everyone aligned, motivated, and focused on what matters most.
For SALES Reps
Individual reps open Dear Lucy every day to understand their pace and priorities:
Track progress in real time: Instantly see how you’re performing versus targets.
Predict bonus triggers: Know if you’re on track to hit the thresholds that unlock bigger payouts.
Learn from losses: Understand why deals are being lost — not just your own, but across the whole team.
Stay motivated: Watch your activity and outcomes build over time.
Benchmark performance: Compare yourself to peers and top performers to see what it takes to be at the top.
For Sales LEADERSHIP
For managers and leaders, Dear Lucy is where leadership decisions get made. Patric shares six specific ways he and his team use it every single week — always with a direct line to action:
Sales status vs targets: A clear view of sales performance by month, quarter, and year, showing exactly where the team stands against its goals.
Forecast refinement: Compare rep commits with the data-driven forecast and past performance to understand gaps and improve accuracy over time.
Pipeline creation: See how much pipeline SDRs are generating each week and month, broken down by team and individual rep, to spot differences and coach where needed.
Pipeline management with Deal Scoring: Predictive Deal Scoring shows not only which deals are most likely to close, but also where leadership can have the biggest impact. Each week, the team looks at:
Top-scoring deals to validate progress and celebrate wins.
High-value deals with lower scores to plan targeted coaching and next steps.
“If you hear about a hot deal by the coffee machine, you’ll always find it automatically ranked among the top five deals in Dear Lucy,” confirms Patric.
Realized ACV pacing
Go beyond just counting closed deals — track when revenue actually starts billing, giving the team a clear picture of what’s been realized this quarter and what’s ahead.
Bonus calculations
Export accurate, role-based sales data for monthly bonus calculations — making compensation fair and reliable across both regions.
“It’s not just about knowing which deals are most likely to close—it shows us what kind of help a deal needs to move forward”
For Account Management
Account managers rely on Dear Lucy to:
Track upsell and expansion pipeline.
Prepare for monthly Book of Business reviews.
For Executives and the Board
Executives and investors rely on curated dashboards that give them the exact information they need—without getting lost in the details.
Concise, role-specific dashboards for strategic conversations.
Results & Impact
In a fast-growing company like Syncle, it’s difficult to isolate one factor as the sole driver of growth. But the integration of Dear Lucy into daily operations makes its value clear.
“With so many things changing at once, it’s impossible to say, ‘this number is purely because of Dear Lucy. But when everyone, every day, uses it to guide decisions and coaching, you can clearly see how much of a difference it makes,” highlights Patric.
Built for speed and clarity
Weekly meetings run directly in Dear Lucy
Screenshots are shared in Slack instead of building slide decks.
Prep time has dropped dramatically, freeing managers to focus on coaching.
As headcount grows, everyone sees the bigger picture, not just their own role.
Daily Accountability
Every role has a dashboard showing exactly where they stand against their targets.
Goals are visible every single day, not just at quarterly reviews.
Managers can step in early when performance starts to slip.
Dashboards remind each person why they’re in the role, turning goals into a daily driver of behavior.
“In some companies, you only step in when results are reviewed quarterly. With Dear Lucy, the goals and the data are right there every day. It motivates people and keeps everyone accountable.”
Coaching Where It Counts
With growth comes complexity—and limited leadership time. Dear Lucy highlights exactly where leadership should step in:
Identify deals with high potential but low activity.
See which deals need extra coaching or resources.
Jump directly in for targeted coaching.
“The best reps don’t do it alone. Dear Lucy shows them when to pull leadership into a deal—and it shows me where I can have the most impact.”
Clear Budget Pacing
Revenue pacing was once a challenge. Now, Realized ACV tracking shows:
What’s been realized this quarter.
What’s booked for next quarter.
When revenue will actually hit the books.
“Seeing the budget targets in Dear Lucy is motivating. It pushes us to make sure we exceed them every month,” emphasizes Patric.
Visible Improvements
Even if it’s hard to isolate the exact lift, the improvements are clear and undeniable:
Leadership alignment: Two to three dashboards now replace scattered reports and status hunting.
Forecast discipline: Clear separation between commit and best-case scenarios with historical context.
Motivation and accountability: Traffic-light visuals keep performance visible and actionable.
Operational efficiency: Reliable data exports make bonus calculations smooth across both markets.
Scalable processes: Consistent reporting and coaching across teams and regions.
Proactive culture: Leaders can act on early signals to support teams before problems escalate.
Performance Highlights:
170% pipeline increase this month vs. year-to-date average.
Enterprise teams achieved 120% of their sales targets.
Mid-market deals closed in as little as four days.
What’s Next
Even though Syncle is at an advanced level with Dear Lucy, there’s still untapped potential.
“We’re at a really advanced stage compared to many teams, but honestly, I still feel like we don’t use it as much as we could. I have 200 ideas we could implement—technology isn’t the blocker; it’s time. We move it forward every quarter,” notes Patric.
Syncle’s vision is to centralize more operations in Dear Lucy, continuing to reduce manual work and improve focus as the company grows. Patric also highlights the strong partnership with Dear Lucy, noting how responsive and supportive the team has been as Syncle’s needs evolve.
“I want everything in Dear Lucy—not scattered across Excel or other tools. It’s easy to use, visual, and fast. That’s why we rely on it more and more,” continues Patric.
The Dear Lucy Solution
Predictive forecasting for accurate, confident decisions.
Goal tracking and budget pacing with clear, traffic-light visuals.
Role-based dashboards so every rep, manager, and board member has exactly what they need.
Conclusion
By combining a clear sales structure with real-time, actionable data, Syncle has built a scalable, international sales engine.
Dear Lucy gives every team member—from SDR to board—the insights they need to focus on the right actions, stay aligned, and grow predictably.
“We’re advanced users—and still, we’re just scratching the surface.”, continues Patric.
About Syncle
Syncle helps retail and e-commerce companies expand into new markets and achieve sustainable growth through tailored sales strategies and technology. With teams across Europe and North America, Syncle partners with leading brands in beauty, sports, electronics, and tools — delivering scalable, data-driven sales performance that drives results.
About Dear Lucy
Dear Lucy provides predictive sales forecasting and performance management dashboards for growth companies using HubSpot, Salesforce, Pipedrive, and more. With real-time, role-based dashboards, Dear Lucy empowers sales teams, managers, executives, and boards to align on goals, make confident decisions, and scale revenue predictably.