Copia: Boosting Efficacy and Capacity for Revenue Delivery

Abstract

Founded in 2020, Copia Automation develops and deploys software that streamline operations, minimize downtime, and optimize day-to-day workflows for automation professionals. The project aims to evaluate Copia’s current human capital strategies, understand how these strategies facilitate revenue growth, and identify best-in-class onboarding and training processes to enhance performance. The objective is to provide recommendations that will improve the skills and capabilities of Copia’s Go-To-Market team, with a specific focus on increasing Annual Recurring Revenue (ARR) through improved onboarding and training practices. This mixed-method study, based on human capital theory, incorporates document analysis, anonymous interviews with four Sales Development Representatives, a non-confidential focus group with senior leadership, and an enterprise-wide survey. The analysis revealed key findings, leading to actionable recommendations aimed at enhancing the skills of the Go-To-Market team through targeted training, coaching, and firsthand experience. These recommendations align with Mignenan’s (2021) human capital framework and are designed to boost SDR effectiveness, thus supporting Copia’s strategic goal of increasing ARR.