TechTarget: Priority Engine for Healthcare

Priority Engine for Healthcare offers topical intent for 400K registered healthcare administrators, IT professionals, and clinicians.

TechTarget, a leader in second-party technology intent data sets for sales and marketing, expanded the scope of its Priority Engine service to support the US healthcare sector.  The new Priority Engine for Healthcare service provides prospect-level intent gathered from Xtelligent Healthcare Media, its August 2021 acquisition.

“Being able to provide our customers with 1st-party intent data on the largest healthcare technology and information audience on the web is a true game changer in our industry,” said Sean Brooks, Co-Founder of Xtelligent Healthcare Media.  “Sales and marketing teams will now have direct access to entire healthcare buying teams, including Clinicians, Line of Business, and IT Decision-Makers, to find more opportunities and accelerate technology deals.”

Priority Engine for Healthcare Highlights for Top Accounts.

Priority Engine for Healthcare supports over 400,000 opted-in healthcare contacts, including Providers, Health Systems, Payers, Pharmaceuticals, Life Sciences, Accountable Care Organizations, and Federal/State Healthcare Agencies.  TechTarget claims that 90% of the US healthcare system is covered.  Xtelligent said its audience contains “70% Business & Finance Executives and Clinicians who have critical involvement across healthcare technology purchases that are becoming increasingly complex.”

The service is available for ten segments:

  1. Analytics
  2. Electronic Health Records (EHR/EMR)
  3. Healthcare Security & Compliance
  4. Health IT Infrastructure
  5. Life Sciences
  6. Patient Engagement
  7. Payer
  8. Pharma
  9. Revenue Cycle Management
  10. Telehealth

Intent data is gathered from 14 B2B healthcare media properties.  HealthTech sites include EHR Intelligence, Health IT Security, and Health IT Analytics.  Clinical research and medical sites include LifeSciences Intelligence, PharmaNews Intelligence, and HealthPayer Intelligence.  Over 400 healthcare topics are covered, with roughly half focused on Healthcare Tech.

Priority Engine for Healthcare also offers visitor intelligence and content view tracking.  Healthcare intent data from BrightTALK, TechTarget’s digital webinar and event platform, is also included.

Xtelligent, also based in Boston, has a similar content model to TechTarget.  When acquired last year, it had over 1.5 million healthcare-related visitors per quarter across ten websites, but lacked a platform for enabling its contacts and intent datasets. 

Xtelligent content focuses on healthcare-related software and technology decisions, aligning with TechTarget’s enterprise software focus but in an adjacent market.  Xtelligent topics include telehealth, healthcare analytics, revenue cycle management, healthcare IT security, and electronic health records.

The new intent topics identify HealthTech content consumption at the account and prospect levels, gathered from TechTarget’s 150 enterprise and health technology websites.

“By expanding the amount of permission-based, relevant 1st-party purchase intent data our customers have access to and delivering a full suite of marketing, sales, and go-to-market services to engage real buyers, we help companies of all sizes achieve better results at scale in this market,” said Michael Cotoia, CEO, TechTarget.  “As a leader in coverage of B2B enterprise tech for more than 20 years – combined with working very closely with our almost 3,000 customers – TechTarget has unique visibility into the buying dynamics across every major sector of the market.  Our experience positions us well to bring our model to adjacent vertical markets with similar attributes to enterprise B2B tech – long/complex-sales cycles, large purchases, multiple members of the buying team, and a strong need for 1st party data to enable marketers and sellers – just as we have done in healthcare.”

Priority Engine for Healthcare Prospect Insights

Company Links: TechTarget | Xtelligent | Priority Engine

Clari Acquires and Integrates Wingman into its Revenue Intelligence Platform

In June, Revenue Intelligence vendor Clari acquired Conversational Intelligence vendor Wingman, bringing together two complementary SalesTech vendors.  Wingman provided Clari users with additional account intelligence derived from calls, meetings, and emails.  The goal was to provide “visibility plus action all the way from the boardroom to the bullpen,” said Wingman CEO Shruti Kapoor.

Clari recently announced that Wingman is fully integrated into its service.

“The acquisition of Wingman, a leader in conversation intelligence, gives Clari’s category-leading Revenue Platform the unprecedented ability to analyze customer and employee conversations, extract valuable AI-driven insights, and reliably predict all revenue outcomes,” announced Clari.  “Wingman goes beyond the limits of similar conversation intelligence tools by helping revenue-critical teams act in the moment when it matters.”

“A major part of our strategic vision is conversation intelligence, which is why we’re thrilled to announce that Clari has acquired Wingman, a leader in CI.  This gives Clari’s Revenue Platform the unprecedented ability to analyze customer and employee conversation data, extract valuable AI-driven insights, and reliably predict all revenue outcomes.  The full value of conversation intelligence has never been fully realized, until now.  Clari helps your team move beyond siloed, departmental systems and processes that cause endless breakdowns across your revenue process and brings all revenue-critical employees into a unified platform to run revenue.”

Clari CEO Andy Byrne

“As we think about scaling our impact, it’s clear to us that we want to free up these insights for everyone who’s revenue-critical, from the bullpen to the boardroom,” blogged Kapoor.  “We want to give you the ability to switch between micro (every customer interaction) and macro (the entire revenue pipeline) as easily as toggling channels on television.”

Wingman battle cards are displayed in real-time.

Wingman records, transcribes, and tags calls, storing them in a searchable library by keyword, tag (e.g., Price, Customer Pain, Blockers), or competitor mentions.  Topics may be customized to capture competitors, product names, technologies, etc.  Reps can also set live bookmarks across all supported video platforms.

Wingman also offers real-time battle cards, a set of short suggestions displayed in context during a call.  New sales reps will be confident that they are providing accurate information consistent with company positioning.  Other real-time coaching tools include long monologue alerts, word rate notices, and time-based cue cards.

Wingman game tapes provide a reference library of training snippets.

Call summaries include questions, next steps, pain points, blockers, and topics of interest.  Post-call analytics include call duration, longest monologue, engaging questions that elicited a response from the prospect, and interactivity.

To assist with coaching, Wingman automatically identifies speakers and creates speech tracks, letting managers or reps focus on specific individuals.  It also offers a “game tapes” library for new hire training.  Game tapes provide a set of best-of-breed video samples for pricing, blockers, features, etc.

Wingman also offers Deal Central deal intelligence.  Deal Central identifies deal health risks such as the lack of a decision-maker or pricing not being discussed.  It is this engagement intelligence that will complement Clari’s revenue intelligence capabilities.

“We were looking at all of the signals that are important for…our customers to help them make better decisions in their revenue execution…We have had great success bringing in data from CRM systems, email systems, meeting information for calendars,” stated CTO Venkat Rangan.  “One thing that we also recognized was bringing in conversational data – conversational intelligence analysis of call recordings – whether it’s voice calls or Zoom meeting calls…was going to fundamentally change the quality of the signals we bring in.”

Sales reps can also share meetings or snippets with colleagues, providing access to the customer’s voice.  Reps can also share call URLs with prospects and know when prospects view them.

Wingman is integrated with

  • CRM: HubSpot, Salesforce, Pipedrive
  • SEP: Outreach, Salesloft
  • Conferencing: Zoom, Teams, Google Meet
  • Dialer: RingCentral, Dialpad, Fresh Caller, Aircall, FrontSpin
  • Other: Slack, Zapier
Wingman Pricing

Wingman’s monthly pricing starts at $60 per rep.  It has “no hidden setup costs, no minimum seat requirement, and no charges for sales managers & observers.”

In the summer of 2021, Wingman was named a Gartner “Cool Vendor” in the Conversational Intelligence category.

When acquired in June, Bengaluru-based Wingman had 57 employees (per LinkedIn) and had doubled its ARR over the previous six months.  It was founded in 2018 and claims to have over 200 customers.

“Clari’s acquisition of Wingman will help customers turn recorded conversations into a strategic asset for spotting revenue leak and driving revenue precision.  At a time when leaders are looking to unify their teams and their tech stacks, adding Wingman solidifies Clari’s position as the only enterprise platform for running the end-to-end revenue process,” boasted Byrne.  “Wingman’s conversation intelligence technology leads the market in real-time guidance and coaching capabilities, providing actionable insights when sellers need them most to help close deals faster.  Revenue leadership can scale teams, methodologies, and go-to-market strategies with confidence knowing that all team members will have the latest messaging and collateral at their fingertips, in every conversation.”

Rangan said that Wingman was a strong fit to Clari across multiple dimensions: technologies, market approach, and culture.

Kapoor noted that the combination allows for conversational analysis at all levels.  Users can Zoom into a single conversation and deal health, while managers and executives can zoom out to pipeline analytics, revenue forecasting, and deals at risk. 

Bringing the organizations together was the “best and fastest way to get there together,” argued Kapoor.

Initially, Rangan would like to focus Wingman enhancements on the emerging and commercial segments due to a strong alignment between Wingman and customer needs.  The Wingman roadmap also lays out steps to make Wingman mid-market and enterprise ready.  Longer-term, conversational intelligence signals will be fed from Wingman into Clari and “serve all of the revenue workflows” across the boardroom, senior management, front-line management, and sales reps.  Conversational intelligence will feed the forecasting and pipeline inspection processes.

Seth Marrs, Principal Analyst at Forrester, was bullish on the transaction, noting that Clari has “stayed away from deeper revenue intelligence capabilities that focus on interaction execution, preferring to aggregate that information from other tools and present it in Clari.”  However, he sees four reasons that the acquisition makes sense:

  1. Adding CI eliminates a key dependency – While Clari had access to 28% of interactions via email and calendaring, it relied on third parties to capture 45% of interactions via phone and web conferencing.
  2. It allows for new insight generation capabilities – Conversational Intelligence employs NLP for generating additional insights to drive pipeline and deal health analytics.
  3. Valuations have come back to Earth – Six months ago, this deal may not have made financial sense, but “with funding drying up, this is the perfect time for late-stage market leaders with large war chests to acquire technology companies at a reasonable price.”
  4. This new capability aligns with Clari’s stated strategy – Deal health analytics derived from unstructured conversations will augment Clari’s vision of “predictable revenue growth.”  It will also capture and analyze internal deal review calls and potentially update deal progress and commit status automatically.  While deal status CRM updates are not a current capability, Marrs has suggested a logical future capability.

Conversation Intelligence is one of several product categories that are being merged into SalesTech platform solutions.  Converging technologies include Meeting Management, Sales Engagement, Conversational Intelligence, Revenue Intelligence, and Digital Salesrooms.  Clari now offers three of these (it also supports digital sales rooms via its 2021 DealPoint acquisition).

Terms of the deal were not disclosed.

Clari Optimize and Groove Partnership

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.”

The Clari + Groove Joint Value Proposition

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.”


Company Links: Groove | Clari

LinkedIn “Deep Sales” Positioning

LinkedIn Deep Sales ad (Wall Street Journal)

Coinciding with its Q3 2022 release, LinkedIn is positioning Sales Navigator as a facilitator of Deep Selling.  Deep Sales positions LinkedIn as a new way to sell that addresses many of the current problems faced by sales teams (e.g., The Great Reshuffle, increased deal complexity following COVID, the digitization of communications, and an increase in SPAM).  This new positioning was announced in the Wall Street Journal.

“Too many sales professionals are stuck in what we’ve come to call “shallow selling” – an endless, frustrating loop of contacting more and more potential buyers in ways that no longer work,” posted LinkedIn Sales Solutions’ Marketing VP Gail Moody-Byrd.  “I’ve felt the pain of sales in my professional life.  I’ve consoled colleagues who were at risk of getting fired because they weren’t hitting their numbers or seen them committing “unnatural acts” to get a deal closed.  I’ve been on endless, painful pipeline review calls, looking at leads that will never materialize into a closed/won deal.  And I feel it daily in my personal life, as I try to dodge intrusive emails, texts, and phone calls that keep coming at me to purchase MarTech software.”

Moody-Byrd argued that shallow selling doesn’t work, but reps can employ deep learning software to support “deep sales.”

“Think of deep learning, where software learns from enormous amounts of reliable data to get to a meaningful answer.  Deep sales relies on that kind of data to deeply understand buyers and their context.  It helps sellers approach buyers in the way that is welcomed, at a time in the buying process that makes sense.  It helps develop deep relationships with buyers, based on understanding them – the opposite of shallow spray-and-pray tactics.”

LinkedIn claims that Sales Navigator customers enjoy a 38% increase in pipeline generated, a six percent increase in win rates, and a 47% increase in deal size.  The firm is positioning the combination of Sales Navigator and Sales Insights as its Deep Sales solution set.

“It’s good to see LinkedIn working on new ways to utilize machine learning to sort its various data inputs and provide a better experience,” stated SocialMediaToday Head of Content Andrew Hutchinson.  “Thus far, LinkedIn hasn’t really been able to tap into its unmatched database of professional insights, but maybe, through advanced machine learning on its huge dataset, it’s moving towards the next stage of becoming a critical companion for all HR and business professionals, by facilitating guidance on various fronts that can lead to smarter decisions.”

Sales Navigator actionable insights include relationship intelligence, buyer intent, and Account Insights.

Winn.AI Launched

The Winn.AI Zoom app supports real-time playbooks and intelligence capture.

Conversational data capture has been a popular theme this month with announcements from People.AI and NektarWinn.AI, a Tel Aviv-based AI Assistant and playbook vendor, came out of stealth mode this month to offer AI-based playbook coaching during digital sales calls.  Winn.AI also captures real-time conversations and syncs account intelligence with Salesforce and HubSpot.

“Winn.AI relieves salespeople of…administrative busywork so that they can focus on their customers — not their keyboards.  Its magic lies in its unique ability to monitor, interpret, and document sales calls,” said CEO Eldad Postan-Koren.

Winn.AI also supports playbooks and tracks key topics during calls, helping salespeople stay focused on their prospects.  Winn.AI captures all relevant data during sales calls, such as pain points, timelines, competitors, and team size.  Product, competitive, and technical information are also displayed during calls, reducing the frequency of “I’ll get back to you” responses and presenting competitive parries.

“One of our core competencies is that we’re training our AI in real-life sales meetings.  This greatly helps us make it more accurate versus standard training resources,” said Postan-Koren. “Furthermore, the more a customer uses the product in their own sales meetings, our AI capabilities will improve to match their exact needs.”

To speed up playbook definition, Winn.AI includes a set of templates based on common sales methodologies.

Winn.AI joins conversational platforms, beginning with Zoom.  Teams, Google Meet, and additional conversational platforms (meetings and dialers) are on the roadmap for Q4.

Other features include time warnings, attendee lists, and post-call meeting summaries.  Editable summaries are displayed as soon as the call ends, adding them to the standard call workflow but removing most data entry.  Salespeople can also send a personalized recap email to call participants.  This review and notification process is generally completed within four minutes of call conclusion.

The Winn-AI post-call meeting summary pops up on call completion and supports editing and matching against CRM records.

Winn.AI does not create new records at this point but updates and enriches current Account, Contact, Lead, and Opportunity records.  Winn.AI does not yet support inbound calls or SDR outbound prospecting performed on dialers.

Playbook coaching reduces onboarding time and gives reps confidence that they have proper messaging, competitive knowledge, and technical details at the ready.

Like most SalesTech companies in 2022, Winn.AI positions itself around productivity and effectiveness during lean times.

“The funding round timing made perfect sense.  During turbulent times, when salespeople’s productivity and effectiveness are more critical than ever, a tool like Winn.AI provides the additional edge sales leaders and individuals are seeking,” Postan-Koren said.  “The Winn.AI real-time assistant acts as an extra pair of hands during meetings, giving salespeople the freedom to focus their attention entirely on the customer.”

Winn.AI is backed by $17.25 million seed funding from Insight Partners and S-Capital.  The firm has 25 employees and plans to double its headcount by the end of 2023.  The funds will be invested in “improving our deep technology” and building a sales and marketing organization.  All employees are in Israel, but they will be hiring in the US over the next two quarters.

Near-term roadmap goals are expanding the set of supported conference platforms and dialers, broadening the set of supported customer-facing roles (e.g., customer success, support, SDRs), adding playbook measurement and optimization tools, and implementing multiple, dynamic playbook branching (e.g., competitive handling, verticalized playbooks, technical discussions).

Postan-Koren offered GZ Consulting a compelling vision of “automated knowledge and personalization” feedback loops with the sales enablement team.  Closing the loop helps the enablement team maintain playbook recommendations.  Winn.AI will collect common responses and discussion tracks and feedback this intelligence to sales enablement for review and adjustments.  This human-in-the-loop approach facilitates playbook and coaching refinement and filling in coaching gaps.  It also identifies potential training needs as markets evolve.

“Winn.AI’s innovative and intuitive technology has identified a solution that addresses the pain points of Busy work.  By allowing salespeople to focus on making the sale, Winn.AI enables organizations to Improve performance and increase the quota,” said Hagi Schwartz, Managing Director at Insight Partners.

Postan-Koren explained that Winn.AI employs NLU (Natural Language Understanding), which goes beyond NLP (Natural Language Processing).

“Understanding is not processing because I can ask you, ‘Michael, how many employees are you?’ And your answer will be 20 employees.  But I can also ask you, ‘Mike, do you have 20 employees?’ And your answer will be yes.  Or I can ask you ‘how many employees?’ and your answer will be 20.  So here are three different ways to ask the same question to get the same answer, and the computer won’t understand it.  Understanding context is the secret sauce here.”

What also differentiates Winn.AI is the combination of playbooks with real-time call coaching, data capture, and CRM syncing, allowing reps to be more present during calls.  These elements are supported across many products, but I have not seen a company combine them into a single offering.

“The system is a personal assistant for the salespeople and relieves the burdensome administrative work of taking notes, having a list of answers, and entering information into the CRM,” stated Postan-Koren.  “ It does so all at a level of detail that does not exist in other tools on the market, so much so that in real-time, it can exactly match a specific topic of conversation to the relevant field in the CRM.  Also, the system knows how to follow the topics of the conversation in real time, check the full coverage of the conversation’s agenda, and give instructions that will help improve performance.  This is a new category in the SalesTech world, and Winn.AI aims to lead this category.”

Winn.AI is currently in beta with plans to formally launch in early 2023.  The firm is not targeting specific verticals as it believes it has a compelling cross-industry solution that supports digital sales, customer success, and service departments.

Winn.AI is SOC II, Type 2 compliant.

Pricing has not been disclosed.

People.AI Enhancements: Engagement Dashboards Account Planning & People.AI for Oracle Sales Cloud

Revenue Intelligence vendor People.AI announced a trio of product enhancements to its Platform: Engagement Dashboards, Account Planning, and People.ai for Oracle Sales Cloud.  The enhancements are intended to “help sales and ops teams drive greater efficiency, deeper relationships, and clearer visibility.”

According to Seth Marrs of Forrester, 82% of sales activities are digital and available for capture and analysis.  Furthermore, these analytics go beyond historical engagement data such as email opens and downloads and include insights concerning the nature of the interaction, buyer sentiment, open questions, and next steps.

Marrs sees the biggest RevTech trends as “the availability of interaction data and what that can do to really drive visibility into where you want to go, visibility into how you can better interact with customers, visibility into what you need to do to win more.  It’s unprecedented.  Now the big thing is how you pull that all together into an insight engine that can really help sales leaders and sellers.  And on the other side of it, how do you get sales leaders and sellers to adopt this.”

One issue is the fragmentation of channels, with few vendors supporting cross-channel insight gathering and analytics.

“The real nuggets and the real value are in your ability to go out and find insights in that data that are actually new or that you couldn’t see before that you can use to help the seller win more deals, that you can use to identify more deals,” expanded Marrs.

Marrs called Revenue Intelligence insights “force multipliers” that aren’t geared towards doing things faster but improving sales efficacy.  While automated activity capture offers efficiency gains by removing sales rep data entry, its true value is in standardizing the data capture and offering insights.

“The industry today has turned selling into an obstacle course, where reps need to navigate so many hurdles in order to actually do their job.  We’re clearing the pathway so teams can focus on what matters: building revenue,” said Oleg Rogynskyy, CEO of People.ai. “Our newest product offerings aim to transform the B2B sales process by providing our customers with more data and greater insight to accelerate business decisions that will grow pipeline, increase deal sizes, shorten sales cycles and boost win rates.”

Custom Engagement Dashboards can be quickly built via a drag-and-drop UI.

Engagement Dashboards improve the visibility of buyer and sales engagement and identify at-risk accounts and opportunities.  Engagement Dashboards offer personalized tables with custom metrics for any CRM or People.AI field, providing an improved understanding of opportunity and pipeline health.  Dashboards are self-service and can be created by either users or admins.

Reps can find out which high-value accounts have low engagement or are missing key stakeholders, which accounts have pipeline potential, and which accounts are vendors properly engaged at the department and persona level.

Engagement Dashboards also assist with rep coaching with a My Performance page that compares current performance against past performance and peers.

The People.AI Account Planning application operationalizes a company’s account planning methodology within Salesforce.  Account Planning helps visualize each “buyer’s business, goals, and obstacles” for enhanced opportunity discovery.

ClosePlan, a 2021 acquisition, has been integrated with People.AI.  ClosePlan offers scorecards and playbooks designed around sales methodologies such as MEDDIC, MEDDPIC, Miller Heiman, BANT, and Value Selling.  Reps can quickly qualify opportunities and identify blind spots.  Deal Scorecard dashboards display opportunity health to align deal conversations better and take corrective actions.  New features include the ability to attach opportunities and account maps to account plans.

Engagement data is integrated into account maps, identifying which departments are engaged and which ones present deal risk.  Maps also identify positive and negative relationships across accounts.

People.AI Stakeholder Overview

New stakeholder insights cards (see image on the right) detail engagement trends, upcoming activities, sales team connections, and the opportunities with which the stakeholder is affiliated.

PeopleGlass, which offers a single pane of glass for viewing and updating opportunities across accounts, added field-level commenting and sharing across the account team. 

People.AI also refreshed the PeopleGlass UX to simplify onboarding, personalization, navigation, and integration with Salesforce templates.  Users can also @ share with colleagues specific fields, share the full PeopleGlass view, and quickly create new opportunities in Salesforce.

People.AI for Oracle Sales Cloud helps generate revenue by “increasing sales productivity, which will drive more and bigger deals faster and increase buyer satisfaction.”  People.AI supports automated data capture with matching, filtering, and contact enrichment, freeing “sellers from tedious data-entry tasks,” allowing them to focus on selling.  The service also offers “prescriptive and contextual seller actions” that assist with account targeting and activity prioritization.

“We’re collaborating with People.ai because we’re equally laser-focused on transforming the sales process into a modern revenue engine,” said Katrina Gosek, Product Management VP, Oracle Customer Experience.  “Together, we will be able to provide our mutual customers with the actionable revenue insights needed to drive significant revenue transformation and growth.

People.AI already supports Salesforce, with over 250 implementations.

In its November release, People.AI will be supporting summary visualization for addressing questions such as with which personas and departments we should be engaging, which high-value accounts have low engagement, and how much pipeline is at risk.

Summary Visualizations will be available in the November release.

People.AI will also begin managing data gathering and reporting across multiple CRM instances, providing an overview of account activity across different divisions or regions.  Multi-CRM unification provides “visibility into who’s talking to which accounts, identify cross-sell opportunities, and gain buyer group intel across business units and acquisitions.”


I am covering CRM data capture and enrichment vendors this week in my blog. Yesterday, I covered Nektar.AI, and on Thursday, I will cover Winn.AI.

Nektar.AI Exits Stealth Mode

Nektar.AI supports automated activity capture and CRM sync across the full customer lifecycle.

After two years in stealth mode, Revenue Operations solution provider Nektar.AI was unveiled earlier this month.  Nektar looks to solve the “CRM data leakage” problem whereby critical lead, contact, and opportunity data is omitted or decays.  For example, Nektar recognizes meeting attendees missing from the CRM and automatically creates contact records that include email, direct dial phone, title, and buying committee role.  Out-of-date or missing data negatively impacts both the sales process and operational functions such as analytics, automated recommendations, and pipeline forecasting.

Nektar offers a no-code platform that applies natural-language processing against email, calendar, chat, and social touchpoints, capturing revenue activity data across the full customer lifecycle and syncing it with the CRM.  Automated activity capture improves rep productivity, allowing sales professionals to focus on selling instead of data entry and updating.

“Sales teams depend on their CRM data to gain insights into team productivity, pipeline insights, and revenue forecasting.  Despite a CRM being an important system of record for modern go-to-market teams, it still grapples with the problem of poor user adoption and missing data.  As per estimates, 40-50% of sales activity data remains missing from a CRM, while 27% of the data that’s available in a CRM decays every month.  This leads to major data and productivity leakage,” stated the firm.

Furthermore, deals are becoming increasingly complex, with larger buying committees and sales teams communicating across an expanding array of sales channels.  While most of these conversations are now digital, they take place across disparate platforms and channels, resulting in data fragmentation.  Nektar’s mission is to collect this fragmented intelligence and feed it into the CRM, making it available to the revenue team without requiring sales resources to key this intelligence.

“There are a lot of reporting and analytics solutions out there.  Other solutions have been investing primarily in the downstream problem with respect to visibility and analytics, an important problem to solve.  But the core problem actually starts upstream, which is where activities are taking place and where data is being generated.  A lot of that data doesn’t make its way into CRM, which actually results in downstream problems.  If there’s poor data in, you will have poor insights available,” explained CEO Abhijeet Vijayvergiya to GZ Consulting.

“We found our product-market fit when we found that more than 50% of critical revenue activity data is not going into CRM,” continued Vijayvergiya.  “This data leak results in productivity leaks, and that results in revenue leaks.”

Furthermore, as firms make staffing cuts, “they’re trying to do more with less” and losing implicit knowledge that never made its way into the CRM.  Nektar allows companies to recover much of this lost activity and contact intelligence, boosting a firm’s ability to manage revenue operations during a recession.

“There are tools like Gong and Clari and some other forecasting solutions which provide good insights,” expanded Vijayvergiya on Nektar’s value proposition.  But these systems are not resolving the data leakage problem. 

Nektar claims 95% accuracy in its data capture and syncing processes.  The service can go live in ninety minutes and begins providing time to value in three days as it gathers both historical data missing from the CRM and populates it with ongoing activity capture. 

Nektar operates in the background, collecting and syncing data.  Thus, there are no training sessions or additional UIs to learn.  Sales reps do not need to toggle to other platforms, and their data entry work is significantly reduced.

“Nektar plugs the CRM data leakage without a user lifting their finger.  We basically eliminate the need for user adoption and give all the time back to salespeople to go and sell while relieving their administrative burden,” said Vijayvergiya.

While there have been third-party solutions to populate and enrich account and contact data records for over a decade (e.g., Dun & Bradstreet, ZoomInfo), these vendors were blind to the demand unit unless a sales rep entered all members.  Nektar is complementary to third-party DaaS providers, Revenue Intelligence vendors (e.g., Clari, Revenue Grid), Conversational Sales (e.g., Gong, Chorus), and business intelligence vendors (e.g., Tableau).

“We are aware that some of these solutions have their own activity capture system, but most of their activity capture solutions work in silos for certain sets of users who adopt their solution,” continued Vijayvergiya.  “Users are not adopting the solution, or data loss happens anyway.   A solution which we replace, more often than not, is Salesforce Einstein Activity Capture.”

Nektar supports email and domain exclusion lists to prevent mining confidential information (e.g., legal, investor relations, partner development).

Nektar is generally available as a native Salesforce solution, with HubSpot and Microsoft Dynamics on the roadmap.  In addition, all of its system integrations are native, providing higher quality and performance.

Nektar.AI closed a $6 million seed round last summer, raising its total funding to $8.1 million.  The round was led by B Capital Group, with Nexus Venture Partners, 3One4 Capital, and angel investors also joining.

Nektar has not disclosed pricing, but it is per user per month with SaaS-based pricing billed quarterly or annually.

Nektar is a fully remote company with 32 employees across seven countries with plans to hit fifty employees by the end of this year.  Although emerging from stealth, it already supports over 1,500 users. 

Nektar’s goal through year-end is to focus on its go-to-market strategy and North American hiring.

Nektar activity tracking at the account level

Data capture as an AI tool is becoming increasingly important. It probably isn’t a standalone offering but an underlying capability for populating the CRM with harvested digital intelligence, monitoring buyer engagement, and building out the buying committee. As such, it is core to both CRM data enrichment and revenue intelligence.

I have seen a series of data capture announcements from vendors of all sizes: big (Microsoft Viva Sales), medium (People.AI, Introhive), and small (e.g., Nektar, Winn.AI). I also covered People.AI and Winn.AI this week.

Vainu for HubSpot

Vainu for HubSpot Data Mapping rules.

Yesterday, I posted about Vainu’s new Global Database. The firm also announced its Vainu for HubSpot connector for matching and enriching company data against its global reference database.

“Most sales and marketing teams want to be data-driven.  They want to run ABM campaigns, apply modern lead scoring models, and automate many parts of the sales process.  SalesOps and Marketing Ops professionals are there to facilitate all that, but there’s one common challenge they’re facing: CRM data is messy and outdated,” observed Vainu co-founder Mikko Honkanen.  “With that struggle in mind, we thought it would be a good time to launch a new HubSpot connector at the same time that we’re launching Vainu Global…so that it’s easy for companies using HubSpot to get their CRM data cleaned, updated, and enriched.”

As companies are being matched against Vainu’s new global database, not registered Nordic filings, the match field is URLs, not business IDs or VATs.  With forms, contacts are matched against email domains.  If a company is not already in HubSpot, new Accounts are created, and the Contacts are associated with the new record.

“This means it works very well with HubSpot CRM, because domain is often the company property that a business will have for almost all of the company records they have in their CRM, which means that it’ll be easier to match the companies in HubSpot to our database,” contended Honkanen.

During beta testing, match rates were as high as 99%.  For non-matched records, the firm offers on-demand matching against missing domains.  If they are valid domains, Vainu adds profiles to its company directory.

Along with standard firmographics, account enrichment includes Vainu’s Custom Industry segments, global web traffic ranking, and Vainu segments (e.g., website keywords or phrases).  Profiles generally have four to eight industry labels, helping with targeting.

Other fields include technographics and domain redirect information.  Redirects are often implemented after acquisitions or rebrands and are useful for assigning contacts.

Vainu for HubSpot Send to CRM

Vainu offers a field mapper for assigning Vainu data to HubSpot and setting update rules.  For example, admins can set field update logic to always update, update if null, or never update.  Vainu custom fields that are not in HubSpot are automatically created.  Along with companies, admins can map contacts, tasks, notes, and deals. 

Thus, admins can build a campaign and upload it to HubSpot with task assignments.  The inclusion of tasks and notes helps specify campaign details, such as recommended collateral and case studies, with the Vainu Custom Industry and Technology Intelligence assisting with messaging.

If companies do not exist in HubSpot, Account records are created.  If they exist, then the existing records are enriched. 

By default, HubSpot does not overwrite current account owners.

Updates can be performed on a scheduled basis or executed as a one-time batch operation. 

Vainu intelligence with tasks and notes displayed in HubSpot.

Vainu Launches Global Database

Vainu Global Database Attributes

European Sales Intelligence vendor Vainu unveiled its new Global Database this week, a domain-based company dataset spanning over 65 million companies.  The database was built through web-crawling and includes standard firmographics, technographics, Vainu Custom Industry Codes, social links (Facebook and LinkedIn), and web-based insights (keywords and phrases that describe the company). 

Domains are mapped to headquarters locations, with additional locations captured during the site crawl and displayed as part of the profile.  A countries of operation field helps with market entry planning (e.g., which companies in our ICP have operations in specific countries?).  Vainu also captures website languages, helping determine which markets companies are targeting.

“If you’re selling a product or service where the buying decision is made on a business unit/regional level, having this type of data in your CRM is crucial,” argued co-founder Mikko Honkanen.  “It helps your sales reps to pick upsell and cross-sell opportunities and in general, makes it easier to maximize the revenue potential of your customer portfolio.”

“Unfortunately, finding good data for regional offices has been challenging in the past,” continued Honkanen.  “Most companies will only list their main office on their social media accounts, and it’s been difficult for salespeople to manually add office data from company websites to their business systems due to the limitations in the availability of data properties.”

Filtering with Vainu’s proprietary industry codes and associated Confidence Scores.

Vainu offers over 900 proprietary industry codes, including emerging industries such as SaaS and Artificial Intelligence not available in other taxonomies.  When screening, the system defaults to high-level confidence, but users can more broadly search by accepting companies with lower industry tagging confidence.  In addition, users may select one or multiple categories, employ Boolean logic (e.g., SaaS AND Executive Recruitment), and modify their selects with web-based insights.

The crawler and platform UX are English only.

Discrete sizing data is not provided, with companies mapped to five employee ranges.  Vainu employs an “ordinal regression and classification approach” to its model that factors in web traffic, the number of office locations, detected web technologies, mentions of specific key phrases, etc.

Honkanen argues that its methodology may be off by one size band but is unlikely to make large errors.  “Our own internal testing indicates that our model generally outperforms other employee count models, but it truly shines when it comes to minimizing the large, important mistakes.  What that means is that it might be difficult for the model to choose between 51-200 and 201-1,000 if the company has roughly 200 employees, but it has an easy time avoiding big and important mistakes, such as enterprise companies being classified as micro companies.  In other words, our model still makes mistakes, but those mistakes are often small in magnitude, i.e., the model might predict the nearest neighbor.”

Vainu has been building and tuning the database for over a year, helping it distinguish between product sites (e.g., Tide) and company sites (e.g., Proctor & Gamble).  It is growing at 100,000 companies per day and recrawls sites every sixty days.  Users can set up saved searches that identify new companies, upload them to HubSpot, and alert the sales rep.

Company data is available through a web-based platform, API, CSV downloads, and connectors (HubSpot today, with Salesforce and Microsoft Dynamics 365 on the Global Database roadmap). 

Users can also upload lists of domains for matching and enrichment.  When downloading data, they specify file formats, controlling which fields to download and their order.

As they offer a LinkedIn field, users can quickly create and upload LinkedIn Matched Audiences to the LinkedIn Campaign Manager with high match rates.

The database does not contain contacts, but Honkanen argues that Vainu’s company data is superior to firmographics from other services.

Honkanen provided several reasons for not offering contacts, “We don’t want to be a vendor that provides bulk contact data…We don’t want to promote salespeople to do spam.  Also, it is very challenging to do that in a GDPR-compliant way.”

Instead, the company wants to promote “smart, Account Based Marketing” that supports very specific industry and keyword screening and LinkedIn audience campaigns.  From the LinkedIn Campaign Manager, users can target by persona.  Users can also match against existing HubSpot contacts with pre-existing consent tied to Vainu-enriched firmographics.

“If you’re looking for a combination of high-quality firmographic and website-based insights, we’ve got you covered,” blogged Vainu Marketer Nikolai Bang.  “Our global data offering includes numerous important data points, such as location, industry, company size, technologies, website keywords, and website traffic, that, according to our customers who have tested several offerings, other vendors cannot provide at a similar quality.”

While other databases, including Vainu’s Nordics database, are built around business ids, the global database is built around domains, with the firm capturing multiple locations related to domains.  Business ids are preferred for KYC and credit scenarios as the data is tied to legal ids, but domain data matches well against CRMs and emails.

Vainu contends that domain-keyed databases are better for ICP/TAM analysis as subsidiaries and branches aren’t double counted, providing a more accurate view of market opportunity.  Vainu claims that ICPs built using Vainu Custom Industry codes and website-based insights during beta testing consistently achieved 90% accuracy.

The Global Database resides on a new platform and is available as a distinct product with separate licensing and administration from its Nordic registered-data services.

Pricing starts at €12,000 per annum, with a one-time setup fee starting at €1,000.  Instead of seat-based pricing, Vainu is pricing based on the number of records uploaded or maintained.

Vainu Company Profile

Vainu Resources