Priority Engine Enhancements

Priority Engine improved its Buying Team contacts and added contact card display.

TechTarget announced a set of enhancements to its Priority Engine sales intelligence service.  New features include improved Salesforce sync, refined Buying Team display, contact hygiene, and LinkedIn profile hyperlinks.  Improved Salesforce synchronization gives “sales reps easier access and dynamic visibility into active accounts in their territory, with even more accurate and actionable data on the buying teams within them,” said the firm.

Priority Engine now supports sales territories based on Salesforce account assignments, uploaded account lists, or firmographic rules (e.g. Industry, Geography, Size).  As accounts are added or reassigned within Salesforce, territories are automatically maintained, allowing Priority Engine to dynamically showcase activities within the territory.

Managers and directors can view individual rep account lists or multiple territories at once.

Priority Engine territories may be defined by SFDC, list uploads, or firmographic variables.

TechTarget acquired contact hygiene vendor Oceanos in 2018 and has begun to leverage it in Priority Engine for contact data enrichment and update to its 20 million opted-in contacts.

“Priority Engine helps sales and aligned marketing teams reach and engage more of the right prospects at in-market accounts to improve response and conversation rates,” stated TechTarget

TechTarget also adjusted its contact selection algorithm to improve its buying committee display, “vastly improving the fit of 3rd-party supplemental contacts in Priority Engine.”  A new contact card provides a detailed contact profile within the Buying Team list view.  Previous and Next buttons allow the sales rep to quickly view individual profiles.

Priority Engine also deployed improved persona logic to determine which DiscoverOrg contacts to display for accounts.

Within account views, Buying Teams now list emails, direct dials, and LinkedIn hyperlinks.

“Priority Engine has long provided essential intelligence to help sales teams fuel pipeline and close more deals.  These new enhancements are the first in a series of releases specifically designed to make it even easier for sales pros to access better data and powerful insights to maximize opportunities with active accounts in their territory.”

TechTarget VP of Products Andrew Briney

TechTarget collects second-party intent and opted-in contacts from readers of its 140 technology research sites.  TechTarget sites are available in English, French, German, Spanish, Chinese, Portuguese, Italian, and Japanese.  Priority Engine supports English, French, and German UIs.

Of the 20 million contacts, 18 million are technology decision-makers or influencers and 2 million work in other functions but are researching technology.  9 million of the contacts are North American, 5 million are located in EMEA, 5 million in APAC, and 600,000 in Latin America.

Priority Engine pricing is customized based on market access and customer feature/function requirements.  Typical individual subscriptions begin around $100K. Designed specifically for the needs of small companies, the Priority Engine Express (PEX) offering – currently in beta release – starts at $36K.

There are over 600 customers for TechTarget intent data products, with 51 added last quarter.  Priority Engine Express will be generally available in 2020.

Zoominfo Workflows

Workflows deliver triggered audiences to CRMs, MAPs, and SEPs.

Zoominfo which launched its combined Zoominfo powered by DiscoverOrg platform in September, released Workflows, their “first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.”

Workflows identify new and existing prospects based on real-time B2B intelligence.  The prospects are then deployed to automated sales and marketing campaigns.  Audience segmentation can be applied according to intent, event, and news-based triggers including new technology installations, funding rounds, product launches, first- and third-party web activity, spending priorities, and other buying signals with additional company attributes.

One of the triggers is visitor intelligence gathered from their recently launched WebSights service.  “Now, you can engage prospects from organizations researching your site with direct-dial phone numbers and accurate email addresses.  What’s more, you can view your data and segment it according to firmographic filters, for instance, enabling better, more personalized outreach.”

Workflows support a set of sales engagement, CRM, and MAP platforms including Outreach, SalesLoft, Salesforce, HubSpot, Eloqua, and Marketo.  Sequences can drop audiences into campaigns or kick off sales cadences.  For example, a trigger can be set up for specific events and filtered by firmographics, technographics, biographics, or event-specific parameters such as Funding Amounts.

“Integrations with popular sales and marketing applications give customers the opportunity to marry ongoing custom triggers with essential prospecting information from ZoomInfo and connect with potential buyers in a personalized, more efficient way.”

Zoominfo

“Modern B2B buyers demand a personalized experience,” said Zoominfo CEO Henry Schuck.  “Solely relying on standard and static company criteria to identify key prospects restricts sales and marketing’s ability to meet those expectations, especially when timing is so often the difference between a deal that is won or lost.  ZoomInfo Workflows solves this problem with features that capture dynamic buying behavior across first- and third-party channels, as its collected, along with hundreds of rules to automate as little or as much of the go-to-market motion as they’d like.”

Zoominfo has migrated 1,000 customers to its new platform.

Zoominfo Files for IPO

Revenue Growth Data from Inc. 5000 (2011 - 2017) and Debtwire (2018)
Revenue Growth Data from Inc. 5000 (2011 – 2017) and Debtwire (2018).

The day before Thanksgiving, Zoominfo began the process of filing an IPO in accordance with Rule 135 of the Securities Act.  According to the firm, “The initial public offering is expected to commence after the SEC completes its review process, subject to market and other conditions.”

Zoominfo is profitable and has a valuation in excess of $1 billion.  The number of shares and offering price have yet to be determined. 2019 revenue is estimated to be around $350 million up approximately $100 million thisyear.

“The paperwork is a draft registration for a common stock offering.  The confidential draft filing is a mechanism built into the 2012 Jump-Start Our Business Start-Ups, or JOBS, Act, and was designed to make the IPO process for companies with less than $1 billion in revenue easier.  Companies must file information publicly 15 days prior to starting an investor roadshow or the effective date of the registration.”

Malia Spencer, Portland Business Journal

Zoominfo, formerly named DiscoverOrg, has a long history of organic and inorganic growth.  It is now the number two sales intelligence service, behind only LinkedIn Sales Navigator, with around a 25% market share.  Acquisitions include Zoominfo, RainKing, NeverBounce, Komiko, and iProfile.

Zoominfo released the Zoominfo Powered by DiscoverOrg platform in September. The new platform combines the DiscoverOrg technographics, Inside Scoops (sales triggers), editorially verified bios, and top global company profiles with the Zoominfo deep contact data with emails and direct dials. New features include WebSights visitor intelligence and FormComplete web forms.

Last week, Zoominfo released Workflows, their “first data automation tool that streamlines sales and marketing activity and effectiveness by enabling customers to deliver the right message, at the right time, to the right audience.” I will be covering Workflows tomorrow.

Zoominfo offers pricing and packaging similar to its legacy offerings, helping ensure a smooth transition to their new platform.

Einstein Service Cloud Voice and Voice Skills

Einstein is embedded within the Salesforce platform, providing tools for users, admins, and developers.
Einstein is embedded within the Salesforce platform, providing tools for users, admins, and developers.

At Dreamforce, Salesforce rolled out a set of Einstein Voice capabilities which will be launching in the coming months. New services include Einstein Call Coaching for sales, Service Cloud Voice, and Einstein Voice Skills for developers and Salesforce admins.

Service Cloud Voice provides an integrated console which unifies, phone, digital channels and CRM data in real-time.  The service also performs real-time voice-to-text transcription allowing Einstein to offer recommended responses, support content, and next best actions.  Service Cloud Voice will enter its pilot phase in February with a June GA date.

“Voice is a huge shift for the industry and will be as impactful in businesses as it’s been in our homes. With Einstein, Salesforce is bringing the power of voice to every business, giving everyone an intelligent, trusted guide at work.”

Salesforce Chief Product Officer Bret Taylor

During an insurance claims call, for example, Einstein would recognize the nature of the claim and pull up the policyholder’s coverage specific to the claim, delivering a faster and superior customer experience.  Next best actions such as additional riders or cross-selling opportunities are presented to the rep.  During its beta, State Farm closed cases 31% faster.

For State Farm, Einstein Voice is tracking both products and Life Events.  Managers can drill down to recent mentions for review and coaching.

80% of consumers stated that speed is the most important element in delivering an “amazing customer experience.”

Finally, the call notes are automatically transcribed for the rep, allowing him or her to quickly move on to the next support call.

“Einstein is specifically designed for simplicity.  It’s designed for Salesforce Admins or Developers to be able to set up for a Salesforce user to be able to understand, and, as a result, folks that use Einstein get real results,” said VP of Einstein Products Marco Casalaina.  “So, how can you become successful with Einstein?  It all starts with a question.  You need to formulate a question that makes sense for your business.”

Questions could be which opportunities will convert, which customers will drop, will a researcher engage with my email, or will the customer buy this item?

Einstein Voice Skills will be in beta in February with a 2021 general availability.  Voice Skills will allow admins and developers to deploy custom voice apps across the Salesforce Customer 360 Platform.  For example, a technician can call up a customer’s service history while en route.

“Each app is purpose-built for the specific needs and processes of each role. Plus, admins can also control how the information will be read back to the user, including the ability to offer next steps or follow-up tasks within the response, and which channels and devices that the skill is accessible on, such [as] smart speakers or phones,” said Salesforce.

Einstein Call Coaching

Einstein Call Coaching Dashboard

Salesforce has been teasing voice services since the last Dreamforce when they launched Einstein Voice Assistant which supports routine Salesforce CRM functions such as creating or updating customer records, getting personalized daily briefings, and exploring dashboards.  This year, they announced Einstein Call Coaching, Service Cloud Voice for transcription and AI-powered recommendation services, and Einstein Voice Skills.

Einstein Call Coaching is currently in pilot and should be generally available as a Sales Cloud High Velocity Sales (SEP) service in June.  Call Coaching utilizes natural language processing against call transcripts.  Managers view “insights and trends within conversational data.”  NLP tags keywords, alerts managers about spikes in competitor mentions, and monitors pricing discussions and objection handling.  Managers can then focus their coaching based upon individual rep needs.

“Companies with dynamic sales coaching programs see 28% higher win rates, unbelievable results.  And Einstein call coaching is your coach.  This is an AI feature that can process audio clips to serve up those key moments for this type of coaching,” said Sarah Patterson, SVP of Product Marketing.  

Being able to track keywords, discussion topics, and competitors should prove highly valuable for one-on-one and team coaching sessions and broader analytics.  Sales reps often fail to record competitor and objection details (or they are trapped in notes).  Even when custom fields are set up to capture these details, they are often weakly populated. Being able to track objections and competitor discussions provides improved coaching and product road mapping input.  This is far better than querying sales reps to be told that they lost on price or aren’t sure who won the deal.

Product tracking and objections also assist with gathering early intelligence following a product launch.  Are the sales reps balking at discussing the new offering, unable to handle objections for which they weren’t trained, or tripping on a missing feature that should have been included in the MVP?

“You launch a new product, but you have no idea whether your reps are actually comfortable selling it,” said Patterson.  “Well, now you are getting the insight you need to know if they are.  And if they’re not, you can lean in to guide them, to coach them, to help them.  More than this, you can even customize this to look for things that matter to your business.”

Call Coaching provides “management-level visibility into key moments during a sales call” allowing the coach to listen to those moments and how the rep handled them.  Those moments are then immediately available for one-on-one review or group coaching.

Call Coaching Insights include tabs for objection mentions, product mentions, talk / listen ratios, and custom topics.  For State Farm Insurance (the Dreamforce demo), this includes life events.

Call Coaching conversation trends help identify market shifts, opportunities for bundled offerings, and emerging competitors.

“73% of managers spend less than 5% of their time coaching their reps, and we wanted to make the most of that time. Einstein Call Coaching helps managers more effectively coach individuals, provides the ability to scale those learnings across teams and gain deeper insights into customer needs and experiences.”

Efrat Rapoport, Director of Product Management, Salesforce Sales Cloud

“Just like athletes can sit down with their coaches and look at video clips, now sales reps can sit down and listen to audio clips,” said Patterson.

Call Coaching also supports a library of best-practice call excerpts for new hire training and sales refreshers.


Tomorrow, I will discuss the other voice tools launched at Dreamforce.

Episerver Acquires Idio

Idio's AI Powered 1:1 Marketing Platform

Web content management vendor Episerver acquired web content personalization and analytics firm Idio.  Episerver will now be able to predict the interests and intent of buyers and deliver “hyper-relevant” content.  The combined company is able to deliver personalized content, product recommendations, product search, triggered emails and messages, and visitor intelligence.  B2B solutions span manufacturing, wholesale and distribution, technology, information services, and financial services.

“At the end of the day, people realize every digital interaction is fueled by a business selling something to them whether the sale is via a shopping cart, a service or a subscription,” said Justin Anovick, chief product officer at Episerver.  “Persuading people to act is not problematic if the business is providing something of value to them but most digital interactions are created for the masses and end up catering to no one.”

“Idio powers 1:1 digital experiences at global scale. This acquisition is the next part of our mission to help our enterprise clients serve their end customers with timely, relevant and cross-channel experiences.  The combined organization, with Episerver’s deep content and commerce expertise and Idio’s predictive and analytical capabilities, make for an exciting future for customer-centric marketers.”

Idio CEO Edward Barrow.  

Idio will continue as a standalone product but will be “merged functionally” with Episerver.

“The combined company, with the financial backing from Insight Partners, intends to aggressively grow our deployment and success teams, as well as a significant acceleration in product innovation to help marketers achieve greater value from customer-centric marketing,” blogged Idio.

No financial terms were disclosed as both companies are private.

Note: Idio slide courtesy of Idio.

Zoominfo Acquires Komiko

Zoominfo (FKA DiscoverOrg), Acquisition History

Sales and Marketing Intelligence vendor Zoominfo acquired Redmond, WA startup Komiko.  The deal extends Zoominfo’s sales AI capabilities with CRM automation, playbooks, lead scores, and predictive analytics.  

Komiko’s analytical and recommendation tools support sales, account executives, and customer success teams.

Komiko’s AI tools are being rebranded as ZoomInfo InboxAI.

“Organizations are realizing that how they manage and leverage data is a strategic function that can accelerate or inhibit lead, pipeline, and revenue generation. While our offering is a SaaS platform for GTM, we feel ZoomInfo is in the business of helping marketing and salespeople hit their numbers. So, when we see an opportunity to build or buy additional capabilities essential to strengthen that edge — as we did with Komiko — it’s an easy decision.”

Zoominfo CEO Henry Schuck

Komiko employs machine learning and data science “to better automate CRM processes.”  InboxAI gathers contact and activity data from email inboxes and calendars and populates the CRM.  The mined intelligence also triggers alerts and generates “analytics essential to supporting renewals, managing new business pipelines, and more.”

Komiko offers a “data-driven platform” which helps reps understand the likelihood of each opportunity closing.  The platform also captures all customer-facing interactions and contacts.  Komiko claims to “make it easy to see who is interacting with the customer and what activities are taking place.”

Komiko data includes the strength of connection with each account (k-score), the relationship of contacts at accounts, the last communication with the account (outbound or inbound), and key contacts at existing accounts.

Komiko integrates sales playbooks into the CRM and recommends when to deploy them.

Current customers will continue to receive the Komiko service with no changes in support or service.

InboxAI is already deployed at Zoominfo.  The firm discovered 60,000 records that had not been logged into Salesforce.  “We found a number of accounts where we were only talking to one buyer – when we know that we need four buyers engaged to get across the finish line. InboxAI not only completes our CRM, [but] it gives us the visibility we need to push the right opportunities at the right time,” said Zoominfo CRO Chris Hays.

Komiko functionality will be integrated into the recently launched Zoominfo powered by DiscoverOrg platform.

Komiko is GDPR compliant and qualifies as a data processor.  It supports the right to be forgotten through a blacklist of blocked emails.  The system also deletes any historical emails related to blacklisted emails.

Komiko does not monitor internal emails and includes an external blacklist for blocked processing.  Thus, HR, Payroll, Board, and Legal department communications will not be ingested.  Komiko does not add Salesforce accounts but employs Salesforce accounts as a whitelist.

Komiko also positions itself as a “dynamic coaching” service which goes beyond informal or “formal, random” processes:

Dynamic coaching is not just a buzz word. It has been proven that taking this approach makes a big impact on win rates. Since taking the dynamic path means defining a formal process combined with your CRM to monitor, evaluate and support your coaching processes…Komiko builds playbooks based on your definition of success, the accounts segments you identify and the input from email capture and CRM. Your playbooks will outline actions that drove success in the past. Each recommended action will include recommended target and its weight (significance) to the overall success. Komiko will enhance your team’s efficiency by triggering call-to-actions based on the customer profile and playbook in real-time.

Komiko website

Komiko claims that clients can “get up and running” within 24 hours after only 30 minutes of work.  They support “customers of all sizes” across software, healthcare, distribution, professional services, and insurance.  Clients include Adecco, Tata Communications, Pemco Insurance, and Chorus.ai.

Terms of the deal were not released.  

How Komiko works

Komiko was founded in 2015 by former Microsoft engineers Hal Howard and Ami Heitner.  Owler lists Komiko’s revenue at $3 million.  However, marketing activity (blogs, LinkedIn) seems to have slowed around three months ago, indicating a firm that was reserving cash for a managed exit.

Komiko has 60 customers and expects to double the count by the end of the year.

According to Komiko CEO Howard, “We want our product to be seen by millions of people.  Our choices were we could take an additional round of venture funding and build our market, or partner with ZoomInfo and use an already-existing go-to-market.  This was the fastest path to that market and to millions of customers.”

“Combining Komiko’s machine learning chops with ZoomInfo’s data pipeline creates a much stronger value proposition than either company could have offered independently, so the combination makes a ton of sense for both,” said Chris DeVore, managing partner at Founders’ Co-op, Komiko’s Seed Round lead investor.

“Everybody dreams of the unicorn exit. And those are all well and good, but the goal of every technology innovator is to get your technology in the hands of as many people as possible,” Howard told GeekWire.

Zoominfo has over 1,100 employees and more than $300 million in revenues.

Priority Engine Drives TechTarget’s Q3 Earnings

The Priority Engine Summary provides rich buyer intent details.
The Priority Engine Summary provides rich buyer intent details.

TechTarget revenues rose 10% to $33.8 million in Q3 2019 driven by their sales and marketing intelligence Priority Engine service.  Quarterly Priority Engine revenue rose 30% year-over-year and is up 37% year-to-date. The firm added 51 new Priority Engine customers in Q3.  

Long-term contracts now represent 35% of revenue.

TechTarget believes that their initial success selling to firms outside of the top 200 customers “bodes well for our launch of Priority Engine Express in 2020, which is targeted at the next largest 5,000 software vendors and resellers, for whom we don’t currently have attractive offerings in their price range.”

TechTarget collects second-party intent data and opted-in contact data from its 140 B2B technology media sites.  Priority Engine identifies companies actively in-market along with who is conducting purchasing research, the buyers’ journey stage, and other vendors under consideration.

TechTarget said that its new features have been “well-received” by clients as it “increases the value and ROI of Priority Engine for our customers.”  They are also confident in their “robust” 2020 product roadmap.  “Our customers are still in the early stages of their transition to becoming data-driven sales and marketing organizations.  We have many customers that are using our data in sophisticated ways to drive market share gains and revenue growth,” stated their 8-K filing.

The firm plans another ten percent increase in Priority Engine pricing, similar to annual price hikes of the past two years.  CEO Michael Cotoia is confident in their ability to raise prices:

Our customers take a look at our data that we offer, real and observed purchase intent data, and they have a very large initiative around…their sales and marketing organization. So, we haven’t really had a pushback price. They do understand how we get our data in terms of providing the right content and publishing the right content across…thousands of technology segments. Owning and operating those sites and communities across our network throughout TechTarget and really observing and capturing the real intent that we’re getting from buying team members… it’s very clear, it’s very taut, it’s very concise, so we haven’t really seen any pushback on that.

TechTarget CEO Michael Cotoia

“By helping companies see and interpret real buyer needs and preferences, Priority Engine first provides a relevant, permissioned basis for a marketer to intercept a buyer’s journey and then it assists users in taking very specific influencing and engagement actions,” CMO John Steinert recently told ABM Report.  “Because Priority Engine provides the actual permissioned people doing buying research, it saves tons of resource that’s commonly wasted chasing prospects who don’t have a need and leads that are actually dead ends. And because Priority Engine shares the real needs and preferences of the actual buyers with both marketing and sales when they share the platform, it enables far better conversion at every step, from funnel, to pipeline, through to renewal.”

Cotoia is also confident in TechTarget’s market expansion strategy.  “We are seeing [SMB] customers now. We’re taking their input. We’re looking to possibly modify, enhance, position, package, create some other additional spinoffs of this Priority Engine Express for different segments within all those others. So, we’re off to a good start.”

Priority Engine Express will remain in beta until Q1 with several dedicated sales reps during the beta window.  

One identified opportunity is value-added resellers at both the national and regional levels.  “They are looking to really identify the opportunities and the projects and buying teams that are in their regions” and focus on their go-to-market strategy and active prospects said Cotoia.  “We want to make sure that we have the right user interface [and] ease of use for those regional resellers so that their sales teams, inside sales and outside sales, have easy and quick access to the potential projects and buying teams within their market.”

InsideView Data Integrity

Data Integrity Leads Dashboard
Data Integrity Leads Dashboard

InsideView launched its new Data Integrity service for Salesforce.  Data Integrity is a customer data management solution that provides data visualizations, ongoing data hygiene maintenance, and data health analysis for CRMs.  According to the firm, the service is fully integrated with Salesforce and “offers an easy migration path for customers using Data.com.”

“Data is the world’s most valuable resource—it’s the new fuel.  Maintaining the quality of that resource should be paramount for every company. InsideView Data Integrity was created to help companies get the most out of their data by maintaining an accurate and rich customer database, and check on the health of that data at a glance.”

InsideView CEO Umberto Milletti

Salesforce admins control which records are managed, which fields updated, and the frequency of updates.  Along with historical match and update trend graphs, they can review a data hygiene dashboard that displays the number of family tree linkages, duplicates, past employments, lead-to-account mapping, etc.

Data Integrity features include

  • Account, Contact, and Lead “stare and compare” updates
  • Separate Match Score thresholds for accounts, contacts, and leads which allow for differing degrees of match accuracy based on the record type
  • An Update CRM button within the InsideView Sales product.  Updates are subject to rules set by the Data Integrity account administrator.
  • Validation of business emails associated with leads and contacts
  • Dashboards for Accounts, Contacts, and Leads which provide segmentation analysis, duplicate and match rates, email counts, segment/team distribution, etc.
  • A Processes Dashboard which tracks Data Integrity processing and action items

B2B DaaS and sales intelligence firms have been looking to take the lion’s share of Salesforce’s Data.com business which is now being decommissioned.  The opportunity is likely around $250 million (legacy clients business plus additional revenue from superior offerings).  The Prospector and Clean services are no longer sold, but final contracts are being fulfilled through the middle of next year.  InsideView offers both sales and data management solutions as does Dun & Bradstreet, Zoominfo, and Infogroup.

Data Integrity Processes Dashboard

Clean data is critical to a series of B2B data workflows including territory assignments, account hierarchies (corporate linkage), lead-to-account management, segmentation analysis, duplicate record prevention, and email validation.  Accurate and complete data is also critical for account planning and messaging, ICP / TAM analysis (supported via InsideView’s sister product Apex), and reducing the time spent by sales reps entering and maintaining company and contact data.

Data Integrity pricing is tiered based on the number of CRM seats.

InsideView covers 13.5 million global companies and 32 million contacts spanning eighty fields.  Account data includes standardized addresses, sizing variables, and parent/subsidiary linkages.  

The firm recently expanded its AsiaPac company coverage in four countries: New Zealand (25K total), Hong Kong (40K), India (150K), and Singapore (40K).  Total coverage for the region (Asia, Oceania, Middle East) is now at 840K companies. The expanded coverage is derived from existing and new vendors along with government registries.

Data Integrity is currently available for the AppExchange with Microsoft Dynamics 365 queued up next.  Other CRMs will follow.

SalesLoft Acquires Costello

Costello Dashboard within SalesLoft

Sales engagement vendor SalesLoft acquired Costello earlier this week.  Costello, which describes itself as an opportunity management software company, supports quick deal updates, guided selling playbooks, pipeline collaboration, and real-time CRM sync.  Other features include deal management, dashboards, and dynamic note-taking.

SalesLoft said that the acquisition “furthers SalesLoft’s mission to help account executives not only prospect and build pipeline, but manage their day and their deals, from creation through close.”

“Combining Costello and SalesLoft gives all sellers, whether they’re pipeline builders, closers, or responsible for upsells and renewals, a platform to deliver the ultimate buyer experience and close more revenue.  Sales engagement is now the place all reps can start and end their days,” said SalesLoft CEO Kyle Porter.

“Sales Engagement isn’t just about generating pipeline.  It is about all the people who engage with customers and prospects throughout their journey.  We are working with our customers to constantly evolve what sales engagement can do for them.  It now represents the complete workflow application for sellers.  It’s a giant leap towards solving the sales challenges I hear from revenue leaders all the time.”

SalesLoft CEO Kyle Porter

Costello has been available as a SalesLoft application partner since last year.  “The companies will continue to support existing Costello customers, invest and enhance product capabilities, and natively integrate Costello capabilities into the SalesLoft platform,” stated the firm.

Solution matrix posted by SalesLoft CEO Kyle Porter

SalesLoft listed four sales challenges that are addressed by the merged company: updating opportunities, app switching, new hire account messaging, and simplified pipeline review.  

During calls, Costello acts as a “real-time co-pilot” that ensures sales reps ask key questions, handle objections, and tell relevant customer stories.

Costello displays a Deal Dashboard and Deal View from within SalesLoft for pipeline management.  Deal Status elements include deal stage, days in stage, days active, and deal amount.  Costello also calls out Deal Gaps (missing deal fields, days past due), Stakeholders (buyers’ circle with roles and concerns), Call Summary with notes, and a deal timeline.

Costello is SalesLoft’s second acquisition.  They previously acquired NoteNinja which served as the basis for their meeting scheduling and intelligence functionality.  SalesLoft plans to natively integrate Costello functionality into the SalesLoft platform while investing and enhancing product capabilities.

SalesLoft supports over 2,300 companies and has grown revenue 1,000 percent over the past three years.  The firm has 450 employees.

“Sales Engagement platforms have started to make significant progress with sales organizations.  When we look across our dataset of high-growth early-adopters, 69% are leveraging a Sales Engagement platform today. As the sales engagement platform market looks to expand to the more widespread market of sales reps, we expect the platform’s feature set will also expand beyond traditional prospecting channels to serve all the day-to-day needs of the sales rep including enablement, planning and forecasting and productivity.”

Craig Rosenberg, Co-founder and Chief Analyst of TOPO

Financial details were not disclosed.