How Rho uses Rox close higher-converting leads

Challenge

Limit Factors From Their CRM

As Rho scaled, Chief Revenue Officer Tommy McNulty saw the limits of using a CRM as a passive database. He questioned the logic of relying on static records that “stay there and never change,” and pushed for a system that could dynamically maintain the most accurate view of Rho’s customer base down to every contact and opportunity.

Pain Points:

• “The idea of using a CRM as a static list builder or database was going to change”

• “It's gonna stay there and never change”

• Needed “the most up-to-date version of your customer base imaginable”

Solution

Rox Plays Help the Team Test Motions, Together

Rho implemented Rox to transform how reps operate inside the CRM. McNulty highlighted “Plays” as his favorite feature allowing leadership or AEs to define and test motions collaboratively. Rox keeps every record fresh, so reps can act on real-time data instead of outdated lists. The result: shared visibility, smarter outreach, and execution that’s aligned from the top down.

Key Tactics:

• “Plays: the ability for either leadership or AEs to define motions we actually want to run and then go test”

• “We can bring the whole team around it and say, ‘Hey, we're actually gonna run these plays this week, this month, or this quarter.’”

• “Why isn't there an agent that is consistently updating every contact, every record, every opportunity”

Impact

More Prepared Reps, Better Conversion, Clear ROI

Rox changed how the Rho team approaches sales execution. McNulty describes it as giving every AE “a PhD-level researcher”, helping the team show up hyper-prepared and focused. Rox-influenced leads convert at a higher rate than Rho’s standard funnel, and the return has already justified itself multiple times over.

Top Impact Stats:

• “The conversion rate on Rox-influenced leads are higher than our standard funnel”

• “We've already done that many times over, so it's sort of a no-brainer”

• “Salespeople don't fail because of what they say. They fail because they don't know who to call. And I think Rox can solve that problem.”