RevSure, which describes itself as a Pipeline Readiness solution, announced enhancements that “provide marketing teams with increased insights into data and around lead-to-revenue projections.”  The new capabilities help marketers increase their spend efficiency and focus expenditures on campaigns and actions with the highest ROI.

RevSure helps go-to-market teams “share a single source of truth” concerning the health of their pipeline.  It also automates reporting tasks and offers recommendations for converting leads into qualified sales opportunities.

“With a united full-funnel view, you can effortlessly pull all of this data into one place, so you can easily analyze the impact of each campaign and lead source at a glance.  Did your latest low-cost webinar lead to a high amount of pipeline and bookings?  You may want to consider scaling your efforts or investing in more webinars.  On the other hand, did that conference you attended 8 months ago and spent tens of thousands of dollars on not lead to the pipeline and bookings you were hoping for?  Might be worth crossing that conference off your list for the next year, so you can ensure you are focusing on the campaigns and channels that are bringing you the greatest ROI,” blogged RevSure.

New features offer insights into demand generation effectiveness and efficiency, helping prioritize leads and opportunities.  AI recommendations call out which leads to prioritize and how to optimize campaigns.  Users can drill down into campaigns or filter by title, industry, segment, or channel.  The Demand Generation Effectiveness is a color-coded tree map of “what is working and where is it working,” explained RevSure Head of Marketing Kacyn Goranson to GZ Consulting.  “It will show you generated lead volume, gross cost per lead, or booking value, so you can quickly slice and dice your marketing efforts” and determine “what is actually effective” across the funnel.

RevSure also provides stage conversion analytics, cohort analysis for campaign efficacy, and marketing campaign / KPI analytics.

Lead prioritization is based on firmographics (e.g., location, size, industry), persona, engagement data from MAPs, intent, channel, campaign data, and lead source.  Data is sourced from Apollo and customer-licensed intent datasets.

To improve demand generation effectiveness, RevSure now ingests Salesforce campaigns and lead sources, along with Google AdWords and LinkedIn Campaigns.  These additional data sources are available for campaign budget analysis.  Users can “easily calculate and determine” conversion velocity, pipeline, and booking value.

“Today’s marketers have a gap in their data toolsets and are currently lacking AI-based models, and many CMOs are tasked with adopting and driving what will be effective, and winning, data strategies,” argued RevSure CEO Deepinder Singh Dhingra.  “Using RevSure helps provide marketing teams with intelligence and insights into their sales pipeline, and data that empowers them to strategically defend marketing budgets and pivot campaigns based on sales performance – both of which can be critical to sales success in the current economic climate.”

RevSure provides sales and marketing teams lists of their top 25, 50, and 100 most promising leads and opportunities.  It also displays “step-by-step recommendations” concerning when and how to follow up with them, “turning qualified leads into legitimate sales opportunities.”

RevSure already supports Salesforce, HubSpot, Marketo, and Pardot.  The HubSpot App Marketplace partnership was launched earlier this month.

RevSure focuses on the top and middle of the funnel with recommendations and prioritization tools instead of the bottom, which looks more at forecasting.  “We are in the lead-to-opportunity journey,” explained Singh to GZ Consulting.  “We don’t go into the forecast.”

RevSure is less than a year old and officially launched at SaaStr in September 2022.  According to Singh, the firm is ahead of its customer acquisition and revenue targets.