French Sales and Marketing Intelligence vendor Sparklane released its Predictive Account Scoring Solution for B2B sales. Sparklane Predict now supports dynamic account scoring based upon Ideal Customer Profiles (ICP), sales feedback, and CRM win/loss data. The service is currently available in the UK and France with additional European markets in development.
According to the firm, Predict supports a “human-in-the-loop” lead review process which “feeds lead decisions back into the ICP model, providing additional intelligence towards distinguishing between good and bad prospects.” Predict also collects CRM intelligence on opportunity outcomes, providing an additional basis for model refinement.
Predict supports bi-directional syncing with Salesforce, Microsoft Dynamics, Marketo, and Eloqua. Sparklane uploads suggested accounts and leads to CRMs and gathers historical outcomes for ICP modeling and dynamic scoring.
Sparklane claims that it shortens sales cycles by 28%, increases contract volume by 25%, and improves the business conversion rate by 70%.
Sparklane Predict leverages Artificial Intelligence (AI) tools such as machine learning and natural language processing to dramatically improve sales productivity and customer insights. Sales rep attention is directed towards accounts and leads most likely to close based on both fit (company attributes) and need (sales triggers such as international expansion, employee growth, or product launches). Furthermore, automated data enrichment ensures that reps are working with accurate, complete, and current data.Sparklane Press Release
When building Sparklane models, both win and loss scenarios are employed, providing a more robust model than current customer lists. Along with win/loss scenarios, Sparklane supports other binary outcome scenarios:
- Account Renew vs. Account Drop
- Account Upgrade vs. Account Downgrade
- High Margin Profitable Accounts vs. Low Margin Unprofitable Accounts
Sparklane also supports multi-product line upsell and cross-sell models.
“Unfortunately, many of the vendors now marketing ideal customer profile solutions (ICP) are offering little more than basic prospecting or look-a-like lists under the ICP banner,” said Sparklane CEO Frédéric Pichard. “A true ICP service begins with both positive and negative accounts so the platform can distinguish between accounts that closed and those that failed to close. A true model also contains feedback loops from sales reps and the CRM. It is the addition of feedback that refines the model over time, improving the predictive precision of account scores.”
Sparklane supports nearly 250 customers out of offices in Paris, Nantes, and London. Last year, Sparklane grew its recurring revenue by 60%.