Revenue Platform Clari made a trio of announcements related to a partnership with Sales Engagement Platform Groove, the full integration of conversational sales platform Wingman, and the pending release of its Optimize module for controlling revenue leaks. Optimize helps revenue teams diagnose and address revenue leaks, reducing revenue loss due to deal slippage, bad data, and error-prone manual processes.
“The Clari Revenue Platform gives revenue leaders the past, present, and future data they need to not just control revenue but help grow it,” said Clari CEO Andy Byrne. “Only Clari provides the full historical picture and adds real-time capabilities to act fast as well as the forward-looking projections to proactively strategize revenue precision.”
Optimize offers a “single, centralized view” of revenue metrics, including win rates, forecast accuracy, and deal cycle times. In addition, Optimize helps revenue leaders answer questions such as “How is my team trending this quarter? Are we going to meet, beat, or miss on revenue? How can I ensure my reps are doing the right things to produce predictably winning results?”
Clari argues that market leaders have been unable to answer these questions proactively, making it difficult to mitigate issues and risks. Clari combines historical and external data to assist with revenue benchmarking. Thus, Clari can reach beyond the CRM to gather account intelligence. For example, it can look at usage data to assess churn risk.
“Optimize is all about finding revenue leaks so customers can see not just where and why they’re missing revenue, but what they can do about it. No other solution on the market has the ability to harness past time series data to provide a historical view of revenue leak.”Clari CEO Andy Byrne
Optimize, available soon, will provide a single view for the whole organization of revenue and insights, capturing CRM intelligence, activity data, and forecasts. With the integration of Wingman, its recently acquired conversational intelligence subsidiary, the voice of the customer is fully embedded within Clari analytics and forecasts.
Furthermore, Wingman provides real-time coaching during sales calls, helping reps avoid mistakes and providing real-time intelligence (e.g., technical information, competitive battlecards) to sales reps. By improving sales objection handling, parrying competitive attacks, and preventing delays due to technical follow-ups, Wingman also reduces revenue leakage.
“It’s not just about coaching your teams to sell more, or about deal reviews,” said Holly Procter, senior vice president and global head of sales at Clari. “It’s more about running your revenue better—governing revenue-critical moments for success and collaboration across revenue-critical people, which includes buyers as well as sellers. Nobody else offers this collaborative, real-time approach.”
Clari and Groove announced a partnership at Dreamforce that helps “joint customers run revenue with more precision, greater collaboration, and faster execution.” Sales Engagement Platform Groove acts as a “system of action,” while Revenue Intelligence platform Clari acts as a “system of collaboration and governance.” Both platforms sync with Salesforce, which serves as the “system of record” for sales activity.
The partners argue that while revenue is at the heart of every business, CEOs struggle to get a handle on revenue and are uncertain about whether they will meet, beat, or miss revenue projections.
“Up to fifty percent of entire company employees are revenue critical. They are responsible in some form or fashion for delivering revenue.”Clari SVP of Marketing Kyle Coleman explained to GZ Consulting
Revenue responsibility is broader than quota carriers and includes SDRs, CSMs, AMs, leadership, product managers, and engineers. Unfortunately, “consistent, predictable execution and collaboration” across these employees remain “very challenging” due to the lack of a unified platform shared across all these roles.
“It’s also very difficult, therefore, to govern any sort of revenue process or sub-process in a repeatable way,” continued Coleman. “What revenue leaders end up doing is every quarter, they’re trying to capture this lightning in a bottle to know whether they’re going to meet, beat or miss, but it’s sort of a scramble more often than not.”
With the Groove / Clari partnership, “we will be able to govern processes, we’ll be able to replicate the best practices, we’ll be able to do the right kind of real-time analysis that leads to action in a closed loop way so that we know that everything is happening as it should be when it should be,” argued Coleman.
A common issue for revenue teams is identifying revenue leaks and mitigating them. Revenue leaks exist across the full revenue lifecycle. For example, deal slippage is identified in real-time, allowing reps to take action via Groove to bring the deal back on track.
When Clari identifies a deal slipping for competitive reasons, it can suggest a play be executed in Groove. Likewise, Clari can identify sub-par win rates, overly generous discounting, and low conversion rates for early-stage opportunities.
As Groove is native to Salesforce, it records all activities in real-time, providing “full-funnel forecasting” and analytics to Salesforce and Clari.
“We can tie our campaigns through to revenue in Salesforce, and that is something that they (Groove’s competitors) cannot do,” argued Groove VP of Marketing Kristin Hersant. “Then all of that rich data, tying engagement through to revenue is able to be pulled into Clari and used in the analysis, and that is available today.”
Coleman explained that while you can’t win a deal at any moment, you can certainly break a deal. And once a deal is lost, “it’s very difficult to un-lose” it. Thus, “if you don’t do the right thing at the right time – handle the right objection, or pull the right person in or do the right kind of follow-up” – the deal could be jeopardized. Therefore, “handling revenue critical moments expertly and in a prescribed way” that is governed by best practices is critical in addressing revenue leaks.
“Having all of that insight into all these moments that exist and then having confidence that every one of your employees is going to be able to execute on this? Well, this is what’s so exciting to us,” said Coleman.
“Clari has always been about providing companies with the collaboration and governance required to run revenue with maximum precision, and Groove completes the equation by enabling our joint customers to turn the insights we provide into action,” said Byrne. “We’ve seen incredibly strong results from joint customers using our two platforms together, and this formal partnership will help us transform even more revenue organizations.”
Groove offers enterprise customers a Salesforce-native SEP that records all activity directly to Salesforce.
“Groove and Clari coming together is definitely a ‘1 + 1 = 3’ scenario for revenue leaders,” said Groove CEO Chris Rothstein. “Bringing together Clari’s revenue collaboration and governance capabilities with Groove’s strength in sales execution and productivity provides the ultimate value proposition: See the future with Clari and then create that future with Groove.”